The process of building a relationship with a prospective donor to prepare them for a future gift.
Donor cultivation is the relationship-building phase that precedes a gift. It encompasses the steps a nonprofit takes to engage, educate, and deepen a prospect's connection to the mission so that, when the time comes, an ask feels natural and welcome rather than abrupt.
Cultivation activities range from sending relevant updates and inviting prospects to events, to offering tours, sharing impact stories, and arranging personal conversations with leadership. The goal is to demonstrate the organization's value and align it with the donor's interests.
Cultivation is the heart of moves management and is distinct from stewardship, which comes after a gift. Tracking each cultivation touchpoint in a fundraising CRM keeps the relationship moving forward.
See it in Kindly
A structured process for guiding a prospective major donor through a series of intentional steps toward a gift.
The ongoing practice of thanking, updating, and engaging donors so they feel valued and continue to give.
The practice of gathering information to identify and evaluate potential major donors.
A large donation that is significant enough to warrant individualized cultivation and stewardship.
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