Welcome back to Ask a Responsive Fundraiser, where we tackle some of the most pressing questions nonprofit organizations face in their quest to make a difference. This week, we welcome Mike Esposito, Director of Growth and Strategy at Hudson Ferris. Whether you’re looking to boost your fundraising efforts, connect more authentically with your donors, or harness the full potential of your board members’ networks, we’ve got you covered.
Be sure to check out past editions of Ask a Responsive Fundraiser and leave us a comment on LinkedIn so we can answer your questions!
Let’s dive in and see how you can transform these common hurdles into opportunities for growth!
Dear Responsive Fundraiser: What is the best way to incorporate corporate sponsorship into our nonprofit? We have a few upcoming events and are looking for more ways to attract people.
—Calling All Corporate
Dear Corporate: That’s a great idea! Corporate sponsorship can be an incredible way to bring new corporations, corporate employees, and resources to your cause. In my experience, it’s best to start prospecting, qualifying, and reaching out to prospective corporate sponsors about eight to nine months before your event date.
To find corporate sponsors, you’ll need to identify some companies that share a strong commitment to philanthropy. Also, consult your company’s gift acceptance policy early on to ensure compatibility since some organizations have restrictions against partnerships with certain industries, like alcohol, tobacco, or mining.
After identifying potential corporate partners, qualify them by researching their involvement with causes similar to yours. Next, leverage your internal networks. Check if anyone in your organization, including your Board of Directors, has existing connections with these companies. If so, ask for an introduction. If not, use tools like LinkedIn to identify key contacts in their Corporate Social Responsibility (CSR) departments.
In the past, I’ve been pleasantly surprised by board members willing to reach out to former corporate employers when prompted. If a board member can make an introduction, having them join the introduction meeting may be helpful. When you secure meetings with potential corporate sponsors, focus on understanding their partnership objectives. Many companies value employee volunteer opportunities, but others might prioritize brand visibility or reaching new audiences. Listen carefully to their goals and find ways to align them with your nonprofit’s mission.
These discussions will help you create appealing sponsorship packages with different levels of involvement for your upcoming events, improving your chances of securing meaningful partnerships that will benefit both your nonprofit and the corporate sponsor.
Dear Responsive Fundraiser: Our messaging feels stiff and impersonal. What are the best ways to connect authentically with our donors and prospective donors while working toward our fiscal goals?
—Milquetoast Messenger
Dear Messenger: Great question! No matter how important your work is, you may struggle to raise funds if your messaging isn’t connecting with your donors. Here are some things to consider:
Look at your storytelling. Authentic storytelling is crucial in forging emotional connections with your donors. When told ethically, stories can beautifully illustrate the impact of your work and draw donors closer to your mission. To craft these stories, look to the experiences of your beneficiaries, program staff, and volunteers. Visit the work yourself and see it firsthand; this can help you communicate with genuine passion and insight.
If your messaging still feels stiff and impersonal after that, have someone not involved in your work review one of your donor emails and highlight any words or phrases that come across as inauthentic or overly formal. In future communications, replace these with more natural, personalized language.
Consider segmenting your communications. Break down your donor base into segments based on factors like interests, giving history, or geographic location. Tailor your messaging by addressing donors by their preferred names and titles and referencing their past contributions or involvement with your organization.
Be careful when using AI. While AI tools can help generate ideas and overcome writer’s block, it’s important to maintain a genuine human voice in your communications. Tools like ChatGPT or Microsoft Copilot should enhance, not replace, the personal touch that’s essential in donor relations.
Know your audience! Donors are people with unique stories and motivations. Take the time to build genuine relationships with them. Be intentional in your emails, phone calls, and meetings. Learn about their interests, goals, and values, and make sure you tell the stories most likely to resonate.
Finally, actively seek feedback from your donors. Create opportunities for open dialogue through surveys, feedback forms, or casual conversations during meetings. Ask them what they find engaging or impersonal in your communications, and use their insights to adjust your approach. Experiment with A/B testing to identify what works best. Let your donors know how their feedback has influenced your communications, reinforcing that their opinions are valued and helping to build stronger, more trusting relationships.
Dear Responsive Fundraiser: How can we use our board more effectively? We know they have great connections, but we’re unsure how to make the most of them.
—Bring on the Board
Dear Board: This is a really common question, and a really important one. To maximize the value of your board members’ connections, adopt a strategic approach instead of just requesting introductions during meetings.
Begin by conducting relationship mapping for each board member, researching their professional background, including current and former employers, alma maters, other board affiliations, and LinkedIn connections. From these relationship maps, identify five to 10 key individuals who could be valuable to your organization, and be prepared to explain in detail why these connections would be beneficial. This proactive approach ensures that your ask is well-informed and targeted, increasing the likelihood of securing meaningful introductions.
In my experience, I worked with an engaged board member who had an impressive network but hadn’t yet leveraged it for our organization. A relationship map helped me identify several individuals within his network who could significantly impact our mission. I presented a detailed plan to him in an initial meeting, which turned into a series of discussions and eventually led to a collaborative project. Together, we crafted a personalized outreach strategy, and the results were remarkable—he made valuable introductions and actively engaged in follow-up meetings. This collaborative effort led to substantial donations and expanded our network far beyond what we initially expected. The key was making the process simple and meaningful for him, allowing him to contribute effectively without feeling burdened.
Try this approach with your board members. Schedule one-on-one meetings to discuss these specific connections. Approach these conversations with a clear plan, but also be open to feedback and suggestions from the board members. If a particular introduction isn’t feasible, don’t be discouraged—pivot to other names on the list or ask the board member for alternative contacts who might be helpful. This iterative process strengthens your relationship with board members and deepens their engagement with your mission.
In addition to direct introductions, consider engaging your board members in peer-to-peer (P2P) campaigns. These campaigns allow them to share your organization’s mission with their networks, including friends, family, and colleagues, in a more organic and personal way. P2P campaigns also give board members an easy and effective way to demonstrate their commitment to your cause, potentially inspiring their connections to support your organization.
Finally, engage your board members in donor stewardship—a powerful yet often underutilized tool for building stronger connections. Ask them to make phone calls, write handwritten notes, or attend meetings to personally thank donors for their support. This personal touch from board members can significantly strengthen relationships and enhance donor loyalty, which is crucial for the growth and sustainability of your organization. Additionally, involving board members in stewardship activities gives them a deeper understanding of your donor base and the impact of their contributions, further aligning them with your nonprofit’s goals.
