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Relationship Building is Year Round

October 22, 2014
At Mitch-Stuart, Inc., we excel in providing organizations with consignment charity auction travel packages. But while having the right mix of items (including trips that can bring the “wow factor”) at an auction is important, those packages are only worth as much as donors are willing to bid. And in order to get more bids, it helps to get more people in the door and have more friends and supporters ready to buy.

How does a non-profit do that? To paraphrase Alec Baldwin in “Glengarry Glen Ross”: Always be talking.

Disappearing for months at a time, only to pop up with an invitation to a party can make an organization look like it only wants to involve its supporters when there are bank accounts to fill. But whether it’s before the gala, during it or the aftermath, there’s always reason for a charity to reach out and chat with its biggest backers.

Approaching donors to try and sell gala tickets can feel intimidating, especially if it’s the only time you communicate with them throughout the year. In the months leading up to a big benefit event, reach out to your contributors and allies with news about your organization. Win an award? Send out an email, thanking everyone for their support which allowed you to achieve this honor. Through social media, engage your friends with both cause-related content and behind-the-scenes information on how their money is helping others. And when it is time to send out invitations to the gala event itself, reach out individually to the donors whom you really want to see on the event night.

Once the doors are (finally!) open, it might be tempting to sit back, relax and enjoy the show, but this is the time when you have your biggest supporters all in one room at the same time. Get out and meet them! Mingling with your biggest supporters is a way of making them feel welcome at your event, while getting to personalize your mission and fundraising messaging. If you’re shy or reserved, just remember: These are your friends. These are the people willing to buy tickets, to donate their time and their money, to support you and your cause. You’re among compatriots here.

After the decorations are put away, the silent auction items are distributed and the last of the leftover food has been packed up, the job is not over. It’s time to reach out to donors and thank them. But while your parents may have taught you that proper etiquette involves sending a note, the thank you phone call gives you a chance to not just relay your appreciation, but also interact with the donor. Find out how the event went from the point of view of an attendee. Learn what drew someone to your cause in the first place. Many times, such conversations can even lead to an extra donation or two – and it certainly allows a supporter to feel heard and cared for.