What is a "Donor Portfolio"?
A "Donor Poortfolio" is a key tool that helps fundraisers engage investors to donate money to a valuable project, association, or public enterprise that does not yet exist, but has a clear and significant need to provide a real solution that will serve the community and the public, but does not have enough resources, if any, to move the process forward.
In order to successfully raise significant funds for various projects, it is necessary to understand how to obtain a donation from a source and what are the "right buttons" that, if pressed, will bring us to achieve the required resources.
First, it is important to understand that potential donors today receive dozens of requests from various entities, organizations, and associations, so when we approach them, it is likely to be difficult to move them emotionally, also due to the fact that they have probably experienced disappointments from projects that did not succeed, which among other things causes them to show excessive indifference and unwillingness to take risks in donating money, especially if they are destined to be just part of a long list of donors in a large project and not the main donors.
In addition to all of this, the investor does not always know where it is important for him to invest money and what will be considered a significant contribution to him and to society, so we must be the ones who awaken his desire so that he can truly understand the added value of his contribution for our activity. In this situation - there are no losers, there are only winners!
based on this, it is important to understand that it is important to know how to activate the donor from a value-based and emotional place and give him a sense of personal closeness to the project and illustrate to him as much as possible what he can gain from this investment in the spirit of the enterprise, whether directly or indirectly, with an emphasis on investment for the memory of the world and for generations to come.
The real art of a fundraiser today is to arouse in the donor the passion to donate specifically to his specific activity and the ability to create a clear distinction between the activity in the organization in relation to other organizations in this field and to put more emphasis on the personal interest that the donor will benefit from this donation.
So what is required to prepare a good "Donor Portfolio"?
It is necessary to establish a proper infrastructure in preparation for the meeting with the donor. The infrastructure will usually include publications and public relations of the project or association, and the activity that has been done in recent years to promote the topic, both in the public sphere and in the actions that have been taken in practice to promote the project, and of course, the "Donor Package" must be professional and concrete, so that it will contain three main topics:
Background and current status of the project
Planning and visualizations
Content and estimates at a detailed enough level to intrigue the investor as much as possible
A donor portfolio will include printed and digital information and will serve marketing and fundraising professionals as much as possible so that it can be presented to the donor in two ways:
A well-organized A4 booklet with a hard cover, bilingual: On the right side, it opens in Hebrew, and on the left side, it opens in English, for the benefit of donors outside of Israel and in the Diaspora. This way, the donor will be able to learn about the project, connect with its values, and understand the significance of the project without a doubt, along with relevant diagrams and visualizations to the reality on the ground.
A presentation for the purpose of presenting a presentation to the donor, in which the text will be minimal and will be based mainly on programs, visualizations, content, and estimates.
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