Relationship Building

Big organizations usually have this right, but smaller groups wanting to raise funds sometimes forget - you have to raise friends before you raise funds. What services to you provide your potential donors already? Do you have an ongoing relationship? This might mean a newsletter, or a web site, annual receptions or any other regular contact. Simply taking a list of names and appealing to them will not result in a high degree of success.

This also is worth noting when taking on a new type of appeal - especially electronic. Groups are starting to use e-mail and flash solicitations more and more. As a result they may appeal to a larger group than before (since cost per extra solicitation is virtually nil) . If this larger group has not had regular contact from your organization this is like a cold call and may not be well received. In fact, even if in regular contact with this group they could easilly have been ignoring past mail appeals or other contact (they are easy to spot and throw out for some) and a new electronic message might be the first thing they have read in a long time from you.

If the first contact is an ask for money it may not be well received. Consider new electronic appeals a long term project - even though they can be put together quickly. Perhaps it would be best to create an electronic newsletter, or use email to invite people to your web site occasionally before you use this medium for an ask.

It is almost impossible but we all want to avoid the old line, "the only reason you contact me is to ask for money."