Milking: A Strategic Approach to Effective Fundraising

Photo credit: http://www.flickr.com/photos/nickpiggott/

Harold J. "Si" Seymour published an early mainstream fundraising bible of sorts, Designs for Fundraising (Amazon affiliate link)  in 1966 and dedicated a legendary 50-year career to philanthropy. He is also well known for his quote about one of the pivotal truths about fundraising, as recounted in the book "Asking" by Jerold Panos:

You won't get milk from a cow by sending a letter. 

You won't get milk from a cow by calling on the phone. 

The only way to get milk from a cow is to sit beside it and milk it. 

For the full details on how you might benefit from "Asking," click here.

Mr. Seymour uses a vivid analogy to help illustrate:

1. No communication approach in the world matches the value of a face to face visit.

2. The best way to care for your donors and be able to realize the full potential of their support is to make a regular habit of visiting with them face to face.

How can you apply these lessons?

1. Review historic giving to your organization. Who are your top five to ten supporters? (or insert your own appropriate number here)

2. Will you visit these supporters at least twice a year? If your top five supporters include people who have made bequests, would it be possible to visit their descendants?

3. On the initial visit, thank them for their legacy of supporting your mission and ask their input on your current operations.

4. Follow up each visit promptly with a phone call or note of appreciation for their time. Record the basics of each visit in fundraising software or other tracking means at your organization.

5. When you sense the time is right in future visits, be ready to discuss your organization's unfunded opportunities to move your mission forward. 

By making face to face visits a priority with your top supporters, you will be amazed at the number of opportunities you will uncover to open opportunities to connect amazing donors with your good work.

What stories do you have to share of how face to face visits have worked with your organization?