The Nonprofit Marketing Blog

4 Steps to Turn Donors into Partners

Instead of viewing donors like customers, change the relationship so that your donors, board members, and CEOs are your partners helping you gain more resources for your cause. Generosity Network book coverThanks to the new book The Generosity Network, here’s how to do it:


1. Talk about your own story.
Instead of trying to sell the great things your nonprofit is doing, speak about your personal story. How does your work support a mission you’re passionate about?
2. Ask about the story of others.
Ask your donors, your board members, and your other would-be partners what they’re passionate about. How did they become involved with your organization? What keeps them interested?
Make it a story of “us.”
Make the connection between your interests and the interests of others. Show people how their passions and your passions can have a similar impact, then instead of saying to your partners, “Will you help me?” Reframe the question as, “How can we work together?”

4. Join together.
Now, create an action plan from your new partnerships. Instead of viewing your donors and board members as one-time givers, they can be partners who bring resources to the table.

To learn more on how you can turn your “customers” into new partners, access the archived webinar presentation of Nonprofit 911: Build Your Generosity Network with Jennifer McCrea and Jeff Walker.

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About This Blog

Carrie Saracini
Content Marketing Manager

We’re here to help you win hearts and minds—and donations.

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