Terri Lee Freeman, president of the National Civil Rights Museum in Memphis, Tenn., recently spoke to development directors of numerous nonprofit organizations about key attributes of successful fund-raising activities. In particular, Ms. Freeman counseled the development directors to:

1. Be a developer of relationships.

Treat every donor as special, rather than just as a fundraiser. You turn a one-time donor into a regular donor by spending time and attention on the donor.

2. Like everyone with whom you talk.

In addition, be a good listener.

3. Show the donor the benefit derived from his or her gift.

Help them realize the value of their gift not only to the nonprofit, but also to them. Answer for them the sometimes unasked question, “What is in it for me, the donor?”

4. Demonstrate your expertise.

Know what goes on in your organization and be able to connect the donor with the important or right people to answer his or her question or concern.

5. Be fearless and persistent.

Ms. Freeman explained that most development directors ask for a donation too soon in the development of their relationship with a donor and, as a result, ask for too little from the donor. Build a good relationship with a donor before you present a request for a donation. “Remember,” she said, “People give to people, not to organizations.”

6. Do your research about the donor.

Find out what projects a donor usually funds, what amounts a potential donor has given, and to what organizations has the donor previously provided donations. She said, “Importantly, always spell their names correctly. If I receive a request for a donation that is addressed to my misspelled name, I will not even consider it.”

7. Communicate, communicate, communicate!

Don’t just send a form thank you letter for the gift and a newsletter and one year later ask the donor for another donation. Communicate with the donor before you ask for a donation, during the period when the donor is considering your request, and after the request has been approved or denied. Find out why your request was approved or denied, as this information will help you with future donors. Communicate by telephone, email, invitations to events, and lunch invitations. Keep the donor apprized of what is going on with your organization.

8. Highlight the goals of your organization.

While statistical data is important, individual stories are more important. When the donor visits your office, have someone benefiting from the services of your organization speak with the prospective donor. In presentations to donors, add pictures and charts.

9. Sustain the relationship with individual donors.

She explained, “We all have a lack of time, energy, and money, but we must make time to communicate with our donors to sustain the relationship of the donor with you and the organization. As the relationship is growing, ask them to help you find other donors for your organization.”

10. Encourage your CEO to continue to develop relationships with current and potential donors.

It is important for them to continue to build the program of the nonprofit. Work hand in hand with the CEO to develop the mission of the nonprofit.

 

Terri Lee Freeman was appointed president of the National Civil Rights Museum in November 2014. As president, Ms. Freeman is responsible for providing strategic leadership in furthering the museum’s mission as an educational and cultural institution. Ms. Freeman’s goals for the museum include establishing the museum as the new “public square” for dialogue about and around civil and human rights, providing a safe space for people to exchange and learn; becoming an institutional center for the promotion of nonviolence, social justice and equity; and being a “hands on” educational resource for those desiring historical knowledge of civil and human rights. Prior to leading the National Civil Rights Museum, Ms. Freeman served as president of the Community Foundation for the National Capital Region in Washington, D.C. Ms. Freeman was identified by the Washingtonian Magazine as one of the 100 Most Powerful Women of Washington.