Bespoke engagement plans for top donors are one of the hottest topics in fundraising, and for good reason––the “one-size-fits-all” approach doesn't cut it anymore. Today’s donors expect a personal connection that reflects their individual values and motivations. And while there are resources abound from templated planning tools to ideas for how to bring your plan to life, there are three must-have ingredients our organizations need to ensure are in place before diving deep into the effort:
Good Intelligence
A Collaborative Spirit
Unique Moments
Together, these three elements help us craft plans that foster lasting relationships with donors––leading to the sustained investment and greater impact we collectively seek. But what are they and how do they work together to build effective, meaningful engagement plans? Let’s explore:
Good Intelligence: The Backbone of Personalization
Good intelligence (the accurate, insightful kind) is the foundation for any customized engagement plan. It’s not just about data collection; it’s about gathering the right information, understanding donor interests, and continually updating this knowledge to keep engagement plans relevant and effective.
What is Good Intelligence?
Good intelligence includes both qualitative and quantitative data. On the quantitative side, this means basic demographic information, past giving history, and any available wealth screenings or capacity analysis––because remember: engagement = cultivation! A well-rounded intelligence approach goes even deeper with qualitative insights—capturing personal interests, philanthropic goals, involvement in similar causes/other nonprofits, and even preferred communication methods.
Why Good Intelligence Matters
Good intelligence enables us to connect with our donors in a meaningful, intentional way. When we know what motivates each donor, we can craft messages that resonate, make informed asks, and offer experiences that are tailored to what they care about most. Understanding a donor’s specific passion for a project or program creates a more compelling case for support, and key details about their interests beyond the places they give offer clues about their individual preferences, and what potential aspects of an engagement plan will––or won’t––be meaningful.
Data insights also help us avoid missteps. For instance, knowing a donor’s past behavior—such as whether they prefer supporting capital campaigns over operational funding—allows fundraisers to tailor asks to be well-received. Noting whether they prefer to be part of the crowd or receive one-on-one attention informs what types of experiences will be meaningful. This proactive approach enhances the trust donors have in the organization and its stewardship of their gifts.
Implementing Good Intelligence
In practice, achieving good intelligence requires robust data management systems and regular information updates. It’s not a “set-it-and-forget-it” process. Everyone involved must prioritize regular donor touchpoints and ongoing research to keep donor profiles accurate. Additionally, the best collection efforts won’t matter one bit without a shared commitment to recording and sharing insights—whether through the CRM (the best practice), team meetings, or reports. This ensures that everyone involved has the latest information to personalize each interaction––because bespoke engagement is nothing if not a team sport! Which brings us to our second key ingredient…
A Collaborative Spirit: Teamwork Amplifies Engagement
Fundraising is not a solo endeavor, and collaboration is vital for building and sustaining donor relationships. Once more for those in the back: fundraising is not a solo endeavor. A collaborative spirit within your organization amplifies engagement efforts and helps create more comprehensive, authentic engagement plans. Collaboration also includes building a partnership mentality with donors themselves, viewing them not as silent investors, but as valuable stakeholders in the mission.
The Importance of Cross-Functional Collaboration
A collaborative approach allows teams to leverage expertise and resources from across the organization––an essential part of crafting meaningful engagement. For example, program staff, faculty, and students can provide valuable insights into the work on the ground, offering real-time stories and impact statistics that resonate with donors. Communication teams can help frame these narratives in compelling ways, while the finance department can provide transparency on how funds are allocated, boosting donor trust.
Cross-functional collaboration ensures that donor engagement strategies are aligned with the organization’s broader goals and messaging, while speaking directly to the donor’s interests and philanthropic purpose. This consistency helps build credibility, and by incorporating insights from various departments and functions, we can deliver a more holistic and truthful portrayal of how the organization’s work is made possible through generosity.
Building a Partnership with Donors
Collaboration shouldn’t stop within the organization; involving donors as partners in the mission builds deeper, more authentic connections. This approach invites donors to be active participants in the organization’s success. Ways to do this include inviting them to participate as volunteer advisory council members, asking them to make connections with prospective donors and community members, or simply providing regular updates that ask for their feedback and input. All of these (and more) make great elements of a bespoke engagement plan, if each opportunity is tailored to what matters to the donor. And when donors feel they have a voice, they’re more likely to stay engaged and contribute at higher levels.
Practical Steps to Foster Collaboration
If you’re thinking “sounds nice, but that’s not us,” you are, unfortunately, not alone. And too many nonprofits have launched an individual engagement plan initiative only to falter due to a lack of shared information and team-oriented approach to success. It’s vital that this ingredient be in place and continually cultivated for the plans to be effective.
Start where you are and work to build a collaborative culture by establishing regular communication channels between departments, and ensuring development and donor relations teams have access to programmatic, financial, and operational updates. Joint brainstorming sessions and debriefs on recent donor interactions can spark new engagement ideas. Importantly, celebrate small wins together—whether it’s a successful event, a donor upgrade, or meaningful feedback from a recent communication—so that everyone feels they are a part of the donor relationship-building process.
Unique Moments: Creating Memorable Donor Experiences
In the age of information overload, organizations need to stand out by creating memorable moments that resonate with donors––moving them to emotion through a thoughtfully curated experience. This is the magic dust we sprinkle on a donor’s experience, and it’s the type of shiny object that grabs the attention of development teams and organizational leaders. Unfortunately, too many want to skip over the first two ingredients and jump right into building plans and creating moments. So if you read this far and have been thinking, “we need that”––STOP. Rewind and ensure Good Intelligence and a Collaborative Spirit are in place before taking the next step.
And when you’re ready, this will absolutely be the fun part! When done well, these memorable moments are unique to the organization and reflect its mission, values, and the distinct impact created through partnership with donors. For many, these experiences are the most unforgettable part of their relationship with an organization and can deepen their commitment.
Why It Matters
Creating moments that are exclusive to your organization helps donors feel like they’re part of something truly special. These experiences show appreciation, reinforce the organization’s mission, and allow donors to experience their impact firsthand. This might look like a tailored visit to your campus or a new facility for a “behind-the-scenes” tour, an opportunity to spend time connecting with beneficiaries, or a custom report that illustrates the life-changing impact of a donor’s generosity.
Remember that a memorable moment doesn’t have to be an event––the important part is that we create tangible connections between the donor’s contribution and the organization’s work. When these interactions are thoughtfully curated, they foster emotional bonds that extend beyond transactional giving.
Designing Unique Moments in Practice
Crafting unique donor experiences involves creativity and an understanding of each donor’s interests. It also involves understanding what the organization can offer that separates it from the giving experience at another nonprofit. Think about the work you do, who does it, where it happens, and how it all aligns with the mission. Make a long list, and then focus your efforts by aligning these unique offerings with the donor’s interests––this is where the magic happens, where we create unexpected moments that surprise and delight.
It’s also helpful to leverage milestones and anniversaries as opportunities for unique celebrations and recognition. A heartfelt, handwritten note to mark the moment, a video message featuring beneficiaries, or a custom tour to showcase spaces where impact comes to life can be memorable and cost-effective ways to express gratitude and strengthen emotional ties.
Putting It All Together: How to Kickstart Your Engagement Plans
By combining good intelligence, a collaborative spirit, and a strong understanding of your organization’s unique opportunities, fundraising professionals can create engagement plans that are both personalized and impactful. Here’s how these elements can come together in practice:
Collect Data and Build Profiles: Start by gathering comprehensive intelligence on each donor, including their giving history, motivations, and interests.
Create a Plan with Input from Across the Organization: Collaborate with program staff and faculty, finance, communications, and other departments to design an engagement plan that resonates with the donor’s interests, and showcases the organization’s work effectively. Remember, the plan is not compiled from a menu of offerings, but specially designed to leverage what you know about the donor and what they care about.
Identify and Execute Unique Touchpoints: Integrate moments unique to your organization into the plan. These should be meaningful and memorable, aligning with the donor’s motivations and offering a firsthand experience of the donor’s generosity in action.
Engage and Evolve Over Time: Donor relationships are not static, and neither should your plan be. Use regular check-ins with key collaborators, feedback and observations, and new intelligence to adapt engagement plans over time, keeping donors connected and inspired.
The expectations of today’s donors have evolved, and personalized, thoughtful engagement plans are no longer optional. By investing in good intelligence, fostering a collaborative spirit, and creating unique moments that reflect the organization’s mission, we can build relationships that inspire sustained generosity. Each of these three ingredients plays a critical role in keeping our most loyal donors connected and committed to the organization’s vision. Ultimately, this approach isn’t just about securing additional gifts—it’s about building a community of devotees who are fully invested in making a difference.
Consider these three ingredients your starter kit for effective bespoke engagement plans. What else would you add to the recipe to ensure success?
Written by Matthew Helmer
