How Much Cultivation Does a Donor Need Before We Ask?

Prospect ResearchAsking for Donations
Written By Marti Barrow, CFRE | Vice President of Client Services

Key Takeaways:

  • What is Cultivation?:

    • Building trust and connection with donors to increase the likelihood of successful fundraising asks.

  • Types of Asks:

    • Annual Gifts: Focus on personalization, thank-you notes, and regular updates; cultivate relationships for 1–3 months.

    • Business Asks: Engage leadership, emphasize shared values, and create win-win partnerships over 2–6 months.

    • Special Asks: For transformational gifts, focus on face-to-face engagement, tours, and trust-building for 6 months to 2 years.

    • Planned Giving: Educate donors about legacy gifts and wills, with cultivation spanning 6–12 months.

  • Strategies for Success:

    • Use recognition events to showcase impact.

    • Pair volunteers with staff to deepen relationships.

    • Avoid over-cultivation; trust your instincts about the right time to ask.

Marti Barrow, CFRE | Vice President of Client Services

Certified Fundraising Executive. 16 years experience as a professional fundraiser. Specializing in healthcare nonprofits. Bachelor’s Degree the University of Hawaii. Manages all in-person/virtual educational programming. Association of Fundraising Professionals Member.

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