How the smallest seeds can harvest a big fundraising reward

From Renee: As we shared last time, the next few posts explore challenges that our clients are encountering now, and how they are overcoming them. This post from Roz Zavras explores a question that so many organizations are facing now: How do we find donors? 

Rosalind 'Roz' Zavras is a highly experienced nonprofit operations expert, with over 15 years of dedicated work building operational infrastructure for social impact organizations around the world. Her unique talent lies in identifying systemic challenges and designing innovative tools to overcome them, whether she's revamping cash-based accounting systems in East Africa or developing a grant and donor tracking system for a community foundation. She sought to bring operational excellence and humanity to the world of management consulting.  Roz founded Aropa Consulting with the belief that the success of any organization depends on its people. Aropa’s mission is to create a new standard for management consulting - one that puts people first. 

Through my work at Aropa Consulting and the Center for Community Collaboration, I get a lot of questions about nonprofit management, operations, and fundraising. The most common one is, “How do I find donors?”

After years of fundraising, I can tell you there’s no magic donor button. Building a donor base takes time and isn’t an exact science. However, my experience in gardening and urban farming has taught me that building a donor base is a lot like tending a garden - if you plant quality seeds in fertile soil, you’ll reap the benefits for years to come.

Build Your Soil - Cultivating Your initial Supporters

Whenever I start a new garden, I ensure the soil is dense and nutrient-rich. This guarantees that my first seeds have everything they need to grow strong and sustainable. Your initial supporters are the nutrients in your soil. These individuals aren’t necessarily donors. They’re likely to be your family, friends, colleagues, and the people you serve. They are crucial to your success as they will share your news, become your champions, and help you find donors.

Just like you need to understand all the components of your soil, do the same with your initial supporters. Talk to them about how your work resonates with them. Ask for their feedback on your elevator pitch or program design. Encourage them to sign up for your newsletter, follow you on social media, and share your work with their networks. Make sure they understand what you’re doing and why. For example, tell your family about your work and ask them to share it with their friends at the hair salon, church, or gym. This way, when you find new donors or supporters, you can introduce them to a team of champions who can speak to the importance of your work.

Finding Quality Seeds - Setting Up Your Initial Team

Speaking of teams, let’s talk about your initial team. Any gardener will tell you that a garden starts with good quality seeds. They may be small, but they are the foundation of your entire endeavor. Quality seeds produce quality plants that will fill your space beautifully. Your initial team members are your seeds. You don’t need to hire a team of experts right away. Instead, find partners who are genuinely excited about the community you serve and how you’re serving them.

I highly recommend creating strong initial relationships with other organizations doing similar work. This isn’t about competition - we’re all trying to solve some of the world’s biggest challenges. Early supporters and partners can help your organization grow by connecting you with new donors or even potential sub-awards on grants. One thing I always recommend is working with a fiscal sponsor. Even if you already have your 501(c)(3) status, a fiscal sponsor can provide low-cost support services and a pre-built network. It’s like going to the garden center and buying a small sprouted seedling - that initial work has been done for you.

Water Your Garden - Creating the Space for Your Donor Base to Grow

Once you’ve planted your seeds in fertile soil, your garden needs consistent care to thrive. This is where water and sunlight come in. For your donor base, this means creating regular opportunities for engagement, communication, and appreciation.

Just as you can’t expect a plant to grow with just one watering, you can’t expect your donor base to flourish with just one email or event. Think of this process as a slow, gradual journey. Regularly update your community with your progress, successes, and challenges. Share stories that highlight the impact of your work and show your supporters the difference they are making. This ongoing communication keeps your supporters engaged and invested in your mission. Try to avoid overwatering - more emails aren’t always better!

Creating opportunities for your community to connect with your organization is also vital and a great complement to your online communication. Host events, webinars, or small gatherings where people can learn more about your work and interact with your team. These touchpoints allow potential donors to see firsthand the passion and dedication behind your mission. Just a reminder: the top reasons donors don’t give again are: lack of engagement, lack of an understanding of impact, and lack of appreciation.

To that end, make sure your supporters feel valued and appreciated. Personalize your communication, thank them for their contributions, and recognize their involvement. A little gratitude goes a long way in fostering long-term relationships. Did you know plants also grow well if you talk to them? Engagement and appreciation go a long way for your garden and your community.

By nurturing these relationships and keeping your community involved, you’ll create a strong, sustainable foundation for your organization’s growth. Although this won’t happen overnight, follow these guidelines and you’ll be well on your way to cultivating a robust donor base that can support your nonprofit’s mission for years to come.
From Renee: These are some great tips to get you started on your journey to finding donors if you're just starting out or needing to refresh your donor pool. Next time, we'll explore how organizations are managing as city, county and government funding shifts.