Not All Actions Are Equal: From High Touch to Low in Donor Cultivation

We don’t just count the number of actions in assessing our cultivation record; we look at the quality of the interactions themselves. More is not always better—highly personal contacts are. As useful as email is, for example, it is a third-tier form of cultivation. Here is how I rank cultivation actions:

High Touch – Most Valued

  • Solicitation in-person
  • Meeting (not including board committee meetings)
  • Visited contact
  • Breakfast/Lunch
  • Campus tour
  • Conversation

Medium Touch – Valued

  • Dropped by
  • Proposal
  • Phone call
  • Personal letter (even a personal acknowledgment letter)
  • Note

Low Touch – Less Valued

  • Email
  • Left message
  • Fax

Therefore, a visit trumps a phone call, which, in turn, trumps an email.

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