The Apostle Paul sent thank you notes to thirty-three friends listed in Romans 16. He was especially close to Phoebe because she had blessed many people, including him. Notice all his affirming words: “co-workers” (v. 3), “risked their lives” (v. 3), “worked very hard” (v. 6, 12), “outstanding” (v. 7), “my dear friend” (v. 8, 9), “who has been a mother to me” (v. 13). Paul’s goal was to spur these friends on “to love and good deeds” (Heb. 10:24).
Fundraising is built on relationships. How do you measure the effectiveness of those in your organization who have donor relations responsibilities? Certainly, the bottom line is how much money they raise. Other metrics could include how many donors they’ve visited or how many gift proposals they’ve presented. Some organizations go granular and track how many phone calls, texts, emails, and thank you cards are sent each month. While all these items indicate activity, they don’t necessarily monitor productivity. More importantly, they don’t measure the quality and depth of donor relationships.
Instead, consider tracking “meaningful engagements.” These are moments when a development officer moves the donor closer to aligning their interests and passions with your ministry. Meaningful engagements can include cultivation, solicitation, stewardship, or some combination. These can be face-to-face meetings, emails, texts, or phone conversations. Here are three guidelines:
Be an active listener.
We think we’ve communicated when we check off the ministry accomplishments we’ve shared. However, one-way conversations don’t necessarily mean you’ve communicated. Ask good questions to reveal your donor’s heart. How are they connected to your ministry? What specific aspect of your ministry motivates them to give? You should learn something new about your donor in every conversation.
Draw the donor closer.
Invite your donors to participate in your ministry. Introduce them to those you serve. Could they tutor a child, serve meals to the homeless, teach a class to students, or host a donor event in their home? The more your donors experience your ministry firsthand, the more they will become passionate about the eternal difference you are making. Involved people become generous people.
Create a pro-active plan.
Meaningful engagements are not simply sending an email, talking on the phone, or being at the same event together, they are your action steps to bring a donor closer to your ministry. Don’t leave your donor relationships to happenstance, develop a clear donor engagement plan for your top fifty donors. This donor road map outlines the activities you will take to move them forward toward a generous gift in a specific time frame.
Think about this: You know when you have had a meaningful engagement with a donor, and you know when you haven’t. Focus on donor cultivation activities that matter. Phoebe was a benefactor to many people, especially Paul. Who’s your Phoebe?
Response: Lord, help me understand how I can encourage my ministry partners to grow in the grace of giving and move them closer to our mission.
Ron Haas has served the Lord as a pastor, the vice 
president of advancement of a Bible college, a Christian foundation director, a board member and a fundraising consultant. He’s authored three books: Ask for a Fish – Bold Faith-Based Fundraising, Simply Share – Bold, Grace-Based Giving, and Keep on Asking – Bold, Spirit-Led Fundraising. He regularly presents fundraising workshops at ministry conferences and has written fundraising articles for Christian Leadership Alliance’s Outcomes magazine.
