How do you view your donors? Are they ATMs, there to kick out cash each year when you come calling . . . or are they partners with whom you spend time over coffee, have open and honest discussions, get to know? Can you honestly say you know Donor Y’s motivation for giving, the names of his or her children and their schools, and what sport he or she coaches, or have you skipped right to the ask?
The ATM approach may work for the short run but will run out of steam when your donor figures out that you’re only interested in that immediate gift. If your “coffee mug” approach makes clear that you’re interested in the relationship that leads to a giving partnership, then you’ve got something.
Copyright 2010 by J. Mark Reimer
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