Cultivating Donors: I think I'm now a watermelon farmer

Cultivating Donors: I think I'm now a watermelon farmer

Despite evidence to the contrary in my years of failed gardening, I yet again decided to try my hand at gardening this summer. While my sunflowers and squash plants met unfortunate ends, my watermelon plant thrived beyond my wildest expectations.

As you may have guessed from my previous articles, I'm drawn to stories and extended metaphors as powerful tools for learning. Yesterday, while tending to my garden, I couldn't help but see profound parallels between my watermelon plant's journey and key principles in life – patience, relationship-building, and the art of recognizing hidden opportunities.

The Waiting Game

In the early days of tending to my watermelon plant, it felt like I was investing a lot of time and effort into growing... well, nothing. The vine sprawled across my garden and into the yard, a wild tangle of greenery. There were no watermelons in sight, and I even contemplated the merits of hand-pollination, resorting to Google and YouTube for guidance.

I felt like Martha Steward, posing with my (what I refer to as) "whimsical" garden.

Perhaps you've faced a similar situation in your endeavors, whether personal or professional. It's like those moments when you're tirelessly working to grow your audience or achieve your goals, but the tangible results remain elusive. These moments can be disheartening, but they hold an essential lesson: growth takes time. Just as I allowed my watermelon vine the space it needed to develop, sometimes, we need to give our pursuits room to flourish without rushing the process.

The Thrill of Discovery

Instead of acting on my impulse to intervene, I left my watermelon to nature's course. Checking in occasionally, I resigned myself to potential failure. Unbeknownst to me, my husband continued to care for the plant, redirecting sprinklers from the yard to nurture it. Then, one day, a tiny watermelon appeared, and the excitement was palpable. I couldn't wait to share my triumph with my husband. Together, we nurtured and discovered four more melons in due time.

Experiencing unbridled joy at the prospect of officially becoming a "plant mom"

Similarly, in nonprofit fundraising, it's about fostering relationships with donors. Beyond automated thank-you emails and generic newsletters, personalized check-ins and genuine appreciation can cultivate donor loyalty. Donors are thrilled when they witness the impact of their contributions—a deep emotional connection that fortifies their commitment.

Uncovering Hidden Gems

Recently, as I checked on my watermelons—now growing beyond the confines of my garden and into the yard—I stumbled upon a remarkable discovery. Among the tangle of vines and leaves, hidden within the garden itself, was a massive 50-pound melon ready for harvest.

"Yep, that's me. You're probably wondering how I ended up here..."

The importance of data analytics and vigilant donor landscape monitoring cannot be overstated. Major donors may be hiding in plain sight, obscured by the multitude of smaller contributions. Leveraging data analytics, including things like wealth screenings, engagement history, donation patterns and peer networks, can reveal these major donors.

But the journey doesn't end there. Just as I celebrated discovering the colossal watermelon with my husband and continued to care for it, nonprofits must cultivate relationships with potential major donors. Identifying them is just the beginning. Personalized communication, exclusive event invitations, and progress updates become the tools for nurturing these relationships.

Smiling and nearly falling over from holding my 50 lb watermelon.

My watermelon-growing journey taught me that patience, nurturing relationships, and a keen eye for hidden opportunities are fundamental in both gardening and nonprofit fundraising. As you tend to your nonprofit's garden of supporters, especially with the upcoming giving season, remember that growth may be slow at times. Still, with dedication and insight, you can harvest lasting donor relationships and make impactful contributions.


Now, I'd love to hear from you! Did you ever discover a hidden major donor among your annual giving contributors? How did you cultivate that relationship? Your experiences could inspire and help others navigate similar situations. Let's continue growing together, nurturing our connections, and making a meaningful impact.

James Ebear

Maintenance Manager

1 年

Awesome post! For myself it is potatoes,

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