Your current supporters are the mainstay of your organization. You’ve gone to a great deal of time and trouble to get them on side and they have supported you well over the years. How can they be asked to give even more? While they may be unwilling or unable to give more money, they may be more than willing to give something else - their knowledge and their endorsement.
They will have many contacts in their business world of others like themselves who may be willing to give to your cause in a similar manner. To find and contact these companies and organizations would be time-consuming on your part, but the help of your supporters will make it much easier. They say it’s not what you know, but who you know that gives success, so if you can drop a name that your know and that the head of the new company knows, then they will take time out of their busy schedule to listen to you.
To cold-call on someone you don’t know in the hopes of a large donation is not something everyone fancies, neither is it likely to be successful. In fact you may not even get to see someone without the necessary referral. But if you have a letter of referral from a friend of theirs, you are much better off. And if you can confidently offer it to them knowing that it contains a glowing testimonial to your cause’s efficiency and professionalism then you are almost assured of a good donation.
It may be that the new people will not only offer a one-time gift, but they may be happy to make annual donations, particularly if they know their friend is doing the same. Then, when you get to know them really well, you can expand the ripples in the pond of referrals and ask them for other names, along with references or a letter of commendation.
It is most necessary to interact with these people in a way that will make you and your cause a known and familiar face. While you must be professional, you must also be friendly and have a positive attitude. In fact, treat them the same as you treated your current supporter when they were new to you. Never assume they know all about you through their friend or business associate. They must be furnished with all the facts and data of your fundraising organization, so they can see you know what you are doing.
