For nonprofits, special events are a prime opportunity to engage with potential major donors. Major donors, by definition, give significant amounts of money each year. The level of giving at which a gift is considered a "major" gift can vary based on the size of your organization. These special events offer a dynamic environment where high net-worth individuals can connect with your cause and the people driving it. However, forging meaningful relationships in such settings can be challenging. How do you identify and cultivate these high-potential donors amidst the hustle and bustle?
Experiential travel auctions present a compelling solution. These unique travel experiences not only draw attention but also provide an excellent platform for donor cultivation. Here are seven innovative ways to leverage travel opportunities to build lasting relationships with major donors:
1. Reconnect with Top Donors Pre-Event
Before your event, make it a priority to connect with your VIP donors. A personal phone call or email can go a long way in reinforcing their connection to your cause and ensuring their attendance. This simple gesture shows your appreciation and sets the stage for a warm welcome. This touchpoint is a great time to let these donors know of the exclusive travel opportunity that will be available at your special event.
2. Utilize Existing Circles of Influence
Use this pre-event communication to encourage your top donors to bring along friends or colleagues. New faces mean new opportunities to share your mission and values. By expanding your circle through trusted supporters, you plant the seeds for future major donors and community ambassadors.
3. Feature Exclusive Travel Packages
Travel holds a universal appeal, making it an ideal auction item for your fundraiser. Offer unique, once-in-a-lifetime travel experiences that attendees can't find elsewhere. This excites your guests and positions your event as a gateway to extraordinary adventures. This allows guests to contribute funds from their not only their philanthropic budgets, but their travel budgets as well.
4. Identify Potential Major Donors
Pay attention to who shows interest in these travel packages. Often, those who bid high on these items are individuals with the resources and inclination to support your cause further. Use the auction as a way to identify and engage with new potential supporters.
5. Capitalize on Donor Travel Budgets
Many high-net-worth individuals allocate significant funds for travel each year. By offering desirable travel packages, you tap into these pre-existing budgets. The dual benefit of a luxury trip and supporting a good cause makes these auction items particularly attractive.
6. Post-Event Engagement
Winning bidders are prime candidates for further stewardship. Follow up with them post-event to congratulate them on their bid, and remind them of the impact their leisure travel has on your mission! Use this opportunity to deepen your relationship, express gratitude, and discuss their experience and future involvement.
7. Leverage Word-of-Mouth and Social Media
A memorable travel experience is something winners will talk about. Encourage them to share their adventures on social media, tagging your organization. This not only increases visibility but also enhances your reputation as an innovative and engaging nonprofit. Our founder, Wade West, often reminds organizations that "Happy Travelers only show pictures of their adventures to 200 of their closest friends; those 200 friends can quickly turn into supporters of your organization as they express interest in traveling in support of your very important cause."
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