The Mikuska Group  

Moving from a one-time experience to a relationship

Many organizations run events to raise awareness of their mission and funds to support it. Many of you will have participated in the latest walk, run or golf tournament because someone asked you to join them or sponsor them in the event. You might even have participated because you wanted to have fun! But what happened after the event?

Did the organization stay in touch beyond issuing your tax receipt? Did they offer to send you news of the impact of your participation? Or did they file your name away, and either contact you when it’s time for next year’s event, or worse – completely ignore you?

Organizations are missing the mark if they don’t engage their donors beyond the event. Participants have already had a positive experience, which makes them more likely to want to accept an invitation for further engagement. Ask permission to remain in contact when they register, and make sure you follow up.

Caring about your donors means moving towards a real relationship.

Laura Mikuska


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