You’re aware that you have a number of donors who have the capacity of making 4, 5 or even 6-figure major gifts to your organization. But they’re still just giving “tip” amounts when compared to their capacity for giving.
You believe that if they really understood the mission of your ministry and its impact, then their gifts would be much, much larger. But, so far, they’ve not moved beyond the “acquaintance” stage of their relationship with your organization.
Building Your Donor’s Trust
What has to take place in order for a casual acquaintance to become a close friend? The single most important trait that differentiates those who you call close friends from everyone else is the degree to which you trust them with knowing the often messy details of your life. So, depth of relationship is directly tied to depth of trust.
Major donors who give you very small gifts, as compared to their capacity, demonstrate a lack of confidence that their gift will help accomplish anything significant toward your organization’s mission.
To move that relationship forward you have to demonstrate your trustworthiness:
- That you will hold a confidence.
- That you will do what you say—when you say you will do it.
- That you care more about them than their checkbook.
- That you are looking out for their best interest.
- That you are investing as much into them as they are into your organization.
- That you will be there for them when they need it—even if they don’t deserve it.
How to Build Your Donor’s Trust
Okay, but how do I do all that? The same way you begin to build a long, deep friendship—with intentionality, over time. You make little promises—and keep them. You identify their needs and begin meeting them. You offer them something, but deliver more. You uncover, acknowledge and act on those things that are important to them.
Want some further suggestions on what your donors need from you to build trust? Let’s talk. Contact us here to set up a time >>
