Don’t seek funds. Build donor relations

 By: María Fernanda Sierra, Co-founder y COO of Propel

Do you remember the last time you truly felt part of something important? That’s the feeling your donors are looking for. They don’t just want to transfer resources; they want to be partners in the social transformation you lead.

The numbers confirm it: according to Harvard Business Review, 82% of donors who feel connected to a cause provide consistent support. The metrics are impressive, but it’s the authentic donor relations that turn a one-time donation into a long-term partnership.

While there’s no one right or wrong way, here are some practices we apply at Propel to build lasting relationships with donors:

1. Focus on the right donors for you

Not every funding source is right for you. At Propel, we don’t chase every potential donor. We evaluate each prospect using a scoring system from 1 to 10 based on:

• Affinity with our cause: Do they share our values and mission?

• Donation history: Have they supported similar causes?

• Timeliness: Is this the right moment to approach them?

• Financial capacity: Do they have available budget?

This simple system frees up valuable time that we invest in nurturing relationships with the highest potential. You can automate this process using Salesforce, like we do at Propel, or with more accessible tools like Jira, Airtable or Monday.

Philanthropic priorities shift. That’s why we add new opportunities to our list every month. Check out our Grants Database to find donors based on your country and cause.

‍

2. Research Before Reaching Out

Good research saves both parties time. Before contacting donors, we understand their philanthropic priorities at Propel. We leverage technology to do this: we trained a GPT to research profiles and help us identify:

• Their philanthropic priorities

• The causes they support

• The countries where they donate

• Their most recent donations

You can create virtual assistants with ChatGPT Plus tailored to your organization’s needs. We share ideas to get started in this blog.

‍

3. Activate your Network to open doors

When you want to connect with someone special, what do you do? You look for someone who knows them. The same applies with donors— a "warm intro" increases your chances of success. Here’s how we do it at Propel:

• Identify the contact: We use LinkedIn Navigator, Perplexity or Gemini Advanced to find the decision-makers in donations.

• Search for connections: We scan our network to find someone who can make the initial introduction.

• Personalize the message: We reach out with brief messages focused on shared values.

• Leverage events: We attend events to meet in person and follow up closely.

Would you write a love letter “to whom it may concern”? A generic message rarely gets a response. One that shows genuine connection and understanding opens doors.

‍

4. Don’t propose on the 2nd Date

Urgency shouldn’t rush the process. Every donor has their own pace: some commit right away, others need time. If you don’t get an immediate response: give space, update your proposal, and come back with something new. Here are some recommendations:

• Listen first: Make sure the donor connects with you and your cause before asking for support. Tailor your pitch according to the donor and context.

• Give space: If there’s no immediate interest, give time for reflection. Patience is key.

• Stay in touch subtly: Send periodic updates about your stories and impact. Spark curiosity to learn more about you.

Respect each donor’s pace, and be patient, but persistent.

‍

5. Connect human-to-human, not just with results

Sustained donations come from those who feel their support matters. That goes beyond the numbers. Here’s how we do it at Propel:

• Like to love: We share stories that show the passion behind our mission, not just the numbers.

• Personalize the relationship: We align requests with each donor’s priorities (time, resources, money).

• Magic of details: We maintain contact with frequent personal messages, without being invasive. We use a customized GPT to adapt communication with our donors. AI optimizes, but the human touch is yours.

‍

Building authentic relationships with donors doesn’t happen overnight. It requires a balance between systems and connections. By combining both, fundraising becomes an opportunity to attract “fans” to your cause and grow alongside those who share your vision for change.

At Propel, we’re with you on this journey.

Did you find this blog post useful? Get more resources like this in our monthly newsletter. Join here.

‍