Donor Cultivation that Breaks Records
If you find an event model that works for you, it’s important to build on your successes to see increased giving year to year. You’ve done the hard work of finding your sweet spot—the size and type of event that your supporters enjoy and achieves fundraising goals. Don’t stop there! Each year presents new opportunities to maximize the potential of your event—and it all comes down to donor cultivation.
We’ve worked with Raphael House of Portland, an organization that serves survivors of domestic violence, for the past 5 years on their annual fundraising gala. Each year they’ve seen steady growth with this event, and they continue to refine their messaging, outreach and donor engagement. And this year, that work culminated in record-breaking fundraising that exceeded a number they’d been working toward for the past few years.
The Raphael House Gala is a major donor event, including a dinner, live auction, special appeal and fun revenue-generating activities. And this year was a big year for the organization to leverage leadership transitions and national conversations to grow support for survivors.
Early on, they established a strong through-line in their messaging—that survivors are leading the way at Raphael House. They used this in marketing materials, setting the stage for powerful storytelling when survivors took the stage to talk about the peer-led support at Raphael House and the power of survivors standing together.
They also began outreach to their donors and sponsors in proactive and strategic ways. This paid off in a big way in the special appeal where they were able to leverage matching gifts and corporate donations. This strategy kept the energy of the room high and exceeded expectations.
Because of their work in building relationships and cultivating support, the room was filled with impassioned and committed guests. Everyone—including the emcee, staff, volunteers and auctioneer—was engaged and inspired, creating connection in the room. It was a powerful moment for a community responding to these times.
These two strategies—donor cultivation and powerful storytelling—have been Raphael House’s strong suits, but this year reached a new level. And that’s because they used a pivotal time in the history of the organization to bring their people together and create a stronger path forward.
Successful fundraising is all about relationships. People give to people, and when your donors know you care about them and value their investment in your work, you are building healthy and sustainable relationships, which position you for long-term support. Consider the different ways you can improve and build on your relationships each year, and you’ll see your support soar.
Photos by Andie Petkus
