How Do You Define "Donor?" Develop Big Tent Thinking for Maximum Effect

If you're only defining a donor as someone who has given you money, you are making a big mistake. Just like political parties want to provide a big tent to draw in supporters, you may want make your donor pool a lot more inclusive.

That is one of the many admonitions from Kim Klein in her new book, Reliable Fundraising in Unreliable Times: What Good Causes Need to Know to Survive and Thrive. Klein is a noted consultant and founder of the Grassroots Fundraising Journal.

Klein suggests that you expand your view of "donor" to include:

• Someone who gives time.
• A person who shares ideas about how your organization can succeed.
• Those who say nice things about the work you do.
• People who open doors for you.
• Someone who expresses gratitude for the services you provide.

Klein's simple thesis is that the paths of donations are many and murky. You never know just how a donation made its way to you.

These days, many donors are going through tough times. They might, for financial reasons, drop out as a donor or delay donations, but then recover and start again. Small donors that you don't pay much attention to might spread the word of your good deeds to groups they interact with, resulting in new donors. A volunteer may fall in love with your cause and introduce it to her colleagues at work, who then become involved.

Develop a broad definition of "donor" as someone who connects as well as gives. Look for people who have a lot of relationships, who offer to help in all sorts of ways, and who are grateful for your services. Then get in contact with them and stay in contact. Say thank you frequently for whatever "gifts" they provide, and nurture those relationships.

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