How To Cultivate Prospects and Build Lasting Relationships

By Amy Eisenstein

www.amyeisenstein.com

"Cultivation is the process of building relationships, which is what fundraising is all about!

"Cultivation is NOT:

--  A monologue about how great your program is.

--  A single meeting.

--  A tour of your facility, highlighting the shiny new (or dirty old) equipment, classrooms, facilities, conference rooms, etc.

"Cultivation IS:

--  A dialogue between someone at the organization (usually the executive director and/or a board member) and the prospective donors.

--  About relationship building, which requires a series of meetings or interactions, over time.

--  An opportunity to educate a prospect about the benefits and outcomes of your organization and ignite his or her passion for the mission.

--  An opportunity to learn about a prospect and to understand his/her interests and what motivates her/her to give.

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