Seedlings to Forest - Building a Donor Base from Scratch

Starting with few or no individual donors can feel like an uphill battle, but with the right approach, you can build a reliable base of supporters. Here is a relaxed, step-by-step guide to help your nonprofit grow its pool of individual donors—without the stress.

1. Get the Right People on Your Board

Your board should be more than just a group of people who show up for meetings. Ideally, they can help fundraise or tap into their networks to spread the word about your nonprofit. Think of them as your biggest advocates, introducing your organization to people who might want to support your cause, with both donations and connections.

Action steps:

• Look for board members who can either give themselves or have ties to people who can.

• Train and encourage them to share the mission with their friends and colleagues to help raise awareness and bring in new donors.

• Use your board to build a strong mission statement.

• Use your board to build action plans for creating visibility, recruiting friends and volunteers, and developing donors. Your board needs to have a strong buy-in with plans.

2. Seek Seed Money to Boost Your Visibility

You need people to know who you are before they’ll want to give. If you can secure some initial funding to get the ball rolling, great! If not, prioritize whatever funds you have and start building your presence online and in the community. Visibility is key to building trust and drawing people in.

Action steps:

• Create a website that clearly explains what your nonprofit does and makes it easy to donate.

• Use social media and other media outlets to tell your story and build a following.

• Establish a place where people can come meet you, whether it’s an office, community center, or even virtual space.

• Create visible events to spread the word including speaking events, booths at events, and presentations.

3. Build a Circle of “Friends.

Before you can get donors, you need to build a community. Start by gathering a group of people who care about your cause. These people might not donate right away, but they will help spread the word. Over time, this group of friends can turn into volunteers, and eventually, many of them will become donors themselves.

Action steps:

• Host casual events, either online or in person, to introduce people to your work.

• Keep them in the loop through regular updates, emails, or social media posts to keep their interest and engagement growing.

• Create ways to be involved – volunteer activities and ways to spread the word in addition to donor drives.

4. Turn Friends and Volunteers into Donors

Once you have a solid group of supporters, it’s time to start asking for donations. But don't worry, you don’t have to be pushy. The key is consistent, thoughtful communication that encourages them to get more involved, whether through a small donation, attending an event, or volunteering again.

Action steps:

• Use multiple channels like social media, email, and even direct mail to stay connected and remind them how they can help.

• Be clear about how donations make a difference—use real stories and data to show them the impact.

5. Segment Your Donors into Giving Tiers

As your donor base grows, you will notice some people give more than others. That’s totally normal! Start grouping your donors into different tiers and treat them accordingly. Everyone’s gift matters, but some donors will appreciate special recognition or more personalized communication.

Action steps:

• Offer perks for different levels of giving, like special updates, early access to events, or public recognition.

• Make sure each tier of donors feels valued and knows how their contributions are making a difference.

6. Focus on Cultivating Major Donors

Once you have established a core group of donors, it’s time to focus on those donors with the potential to give more. This doesn’t happen overnight, but with consistent engagement and a little personal touch, you can build strong relationships with potential major donors.

Action steps:

• Research your donors to discover those most likely to be able to give at higher levels.

• Keep track of which donors are especially engaged, whether they give frequently or attend a lot of your events.

• Send personalized notes, small gifts, or invitations to exclusive meetups to build those relationships.

7. Host Events for Different Donor Groups

Events are a great way to connect with your donors in person (or virtually), share your nonprofit’s mission, and show them the impact of their support. You can plan different types of events based on the donor tiers you’ve developed, giving each group a unique experience.

Action steps:

• Plan small, intimate events for your top donors, like private dinners or tours.

• Host larger community events to bring everyone together and celebrate your mission.

Conclusion

Building a strong pool of individual donors does not have to be complicated. By starting with your board, creating a community of friends and volunteers, and steadily growing your outreach, you can build a base of support that will sustain your nonprofit for years to come. Keep it simple, stay consistent, and always show gratitude - it is the little things that will keep people coming back and encourage them to give generously.