Calling all major donors...

Now is the time to get to know your charity's major donors as they are the supporters on whom you will be able to call if you need extra financial help in the next 12 to 24 months.

If you don't know who they are, then find out by using a wealth search company. Ask them to de-dupe your database against a list of philanthropists, trustees and FTSE 100 and 350 company directors.

Once you have established who they are (or if you already knew) plan a campaign to meet them either one-to-one or at an event. Once motivated these individuals can help even with some of your most unpopular costs. I have persuaded major donors on more than one occasion to pay for toilets to be moved or refurbished!

The point of the exercise is if they know you, trust you and know what you need, they are more likely to give donations with fewer strings and probably more often.  They are also likely to help you out of a crisis too should you ever need to call on them.

If you feel nervous or unconfident about meeting wealthy people, bear in mind that they come from all walks of life. Also consider that they have agreed to meet you so at the very least have some interest in your cause, and some degree of loyalty to it.

Treat each person separately and try to tailor your involvement with them according to what you know about them. If you are planning to invite them to an event make sure you give them ample opportunity to attend and send your invitations out at least two months in advance.

My personal experience of encouraging a charity to meet face-to-face with its major donors is that loyalty is built, relationships are developed, opportunities are offered and income increases.

It really is worth doing and it is something you could begin today.