Building a Rock-Solid Fundraising Foundation

Building a thriving downtown requires a strategic approach to development, robust community engagement, and a dedicated board that actively supports growth and revitalization efforts. Whether you’re organizing a special event, launching a new downtown initiative, or planning a broader revitalization campaign, a clear strategy will help you create lasting community relationships, attract diverse funding, and make a positive impact. This blog post provides actionable steps for crafting a sustainable strategy, building long-term support, and positioning your downtown organization for success. These strategies are especially useful for capitalizing on major fundraising or event days, such as Giving Tuesday, to maximize visibility and support.

Crafting an effective downtown development plan

A development plan acts as the roadmap that guides your organization’s fundraising efforts. It provides direction, sets measurable goals, and assigns responsibilities to your team and board, ensuring that everyone is working cohesively toward shared goals. Without this plan, downtown organizations often operate reactively, scrambling for last-minute solutions and missing key opportunities to engage and retain donors.

Steps to build your downtown development plan

• Define your downtown organization’s fundraising goals. Start by setting specific, measurable, achievable, relevant, and time-bound (SMART) goals that align with your mission. For example, your goals might include increasing individual donations by 15% over the next 12 months or launching a monthly giving program by March. These objectives create clear targets for the team and serve as a foundation for measuring progress.
• Identify key initiatives and events. Map out a schedule of fundraising activities and initiatives to engage the community, donors, and sponsors throughout the year using a calendar. Identify a variety of engagement opportunities and events, such as online giving days (like Giving Tuesday), email campaigns, beautification projects, downtown events, and grant applications. Planning events in advance maximizes your ability to secure sponsorships, generate awareness, amplify marketing efforts, engage stakeholders early, ensure that your outreach aligns with your broader fundraising goals, and attract diverse community members and visitors to your downtown.
• Assign responsibilities and timelines. For each initiative, event, or campaign, assign roles and establish timelines. Make sure that each task, from campaign planning to follow-up communication, has a clear owner. For example, assign social media outreach to your marketing coordinator, while your board president handles major donor follow-ups. Clear assignments prevent tasks from falling through the cracks and ensure accountability.

With a structured development plan, your organization can work proactively, coordinate effectively, and build a sustainable foundation for future growth.

The power of a thoughtful stewardship plan

Once a donor makes a gift, the next critical step is stewardship—that is, nurturing the relationship so the donor feels valued and connected to the mission. A stewardship plan helps guide these interactions, creating opportunities to recognize, thank, and engage donors throughout the year. Well-executed stewardship builds trust, increases donor retention, and lays the foundation for future giving.

What is a stewardship plan for a downtown organization?

A stewardship plan outlines “touchpoints” that your organization will take to thank, communicate with, and engage community supporters over time. These touchpoints might include personalized thank-you messages, impact updates, and event invitations. A strong stewardship plan keeps donors informed and appreciated, so they feel their contributions matter and they’ll want to remain involved and invested in your downtown initiatives.

Auditing your donor journey

One of the best ways to understand and improve your donor experience is by putting yourself in the donor’s shoes. Try “mystery shopping” your own organization by attending events, signing up for newsletters, or making a donation and tracking the communications you receive over the next few months. This can reveal areas where you might improve the experience to make it more welcoming and impactful.

Do’s and don’ts of crafting a community-centered stewardship plan

• Do segment by donor behavior. Instead of focusing on gift amount alone, tailor your plan to different types of donor journeys. For instance, first-time donors, monthly donors, and memorial donors should each receive unique messaging that recognizes their individual connection to your downtown organization.
• Do designate responsibility for follow-ups. Assign each touchpoint to a specific staff or board member. For example, your executive director could manage follow-ups for event sponsorships, while the board president makes personal calls to major donors. This ensures accountability and timely follow-through.
• Don’t over-solicit. A donor who receives too many asks can feel undervalued and may stop giving altogether. Instead, emphasize communications that share impactful stories and show the donor the tangible results of their giving. For instance, share updates on revitalization projects, offer exclusive tours, or invite local businesses to network events. Balancing solicitations with expressions of gratitude and meaningful interactions helps cultivate a more positive donor experience.

Sample stewardship plans by donor type

• First-time donors: Provide a warm welcome with a call within 48 hours, send a thank-you email, and attach a follow-up survey to learn about their interests.
• Monthly donors: Provide a welcome packet, consistent updates on the impact of their recurring gifts, and a card on their ”donorversary.”
• Memorial donors: Acknowledge their special gift with a personalized letter or card and an annual message to honor their loved one’s memory.
• Event sponsors: Offer personalized thank-yous and include updates on how their sponsorship is making a difference in the community. Invite them to VIP receptions or recognition events as a token of appreciation.

By designing a stewardship plan that considers donor behavior and provides personalized touchpoints, your organization can create meaningful, long-lasting relationships that foster long-term loyalty and support the growth and vibrancy of your downtown.

Thanking donors effectively: The key to retention

Thanking donors is one of the most powerful tools in your stewardship toolbox. Studies show that donors who receive a thank-you message within 48 hours are four times more likely to give again. Your thank-yous should be prompt, personal, and donor-centered. This is one of the simplest but most impactful ways to show appreciation and build loyalty.

Do’s and don’ts of thanking donors

• Do personalize every thank-you. Use the person’s name, reference their specific contribution, and thank them directly for their support. For instance, if a local store sponsored an event, highlight how their support enhanced the experience for attendees.
• Don’t use jargon or generic language. Instead of using dry, formal language, make your thank-you warm and conversational. The donor should feel like they’re receiving a message from a friend, not a faceless organization. This approach shows genuine gratitude and makes them feel valued as a part of the downtown community.

Tailoring thank-yous for different donor types

• Online donors: Send a thank-you email immediately and follow up with a mailed letter if possible.
• Event sponsors: Recognize their support publicly (such as during the event or on social media) and follow up with a personalized thank-you email or call.
• New donors: Acknowledge their first-time support with a welcome call or letter, expressing how their gift has made a difference.
• Monthly donors: Provide regular updates on the impact of their ongoing support as a monthly supporter. Send a card or make a call annually to recognize their giving anniversary.

The art of discovery: Building stronger relationships with donors

Donors give for reasons that are personal to them. Understanding these motivations is key to building strong, long-lasting relationships. A great discovery process involves asking the right questions to understand each donor’s interests, values, and aspirations for their philanthropy.

Preparing for discovery conversations

Before reaching out, do your research. For example, look up potential donors on LinkedIn or note their previous contributions to downtown or other local organizations. If you know a donor attended a recent event, mention it to show you are paying attention to their involvement. This shows respect and genuine interest.

Five discovery questions for community members

These open-ended questions can help you connect with donors and understand their needs:

1. What inspired you to make your first gift to us?
2. What changes would you most like to see in our downtown area?
3. What do you hope to achieve through your giving?
4. How would you like to stay connected to our downtown mission?
5. Why is the downtown important to you?

These questions open meaningful conversations, providing insights that allow you to customize future engagement.

Documenting insights for future engagement

After each conversation, document any insights you learned in your donor database. This allows other team members or board members to reference past interactions if they speak to the donor in the future and helps ensures continuity.

Engaging your board to support downtown growth

An engaged board can be a powerful resource for your organization’s fundraising efforts, and they play a critical role in supporting and advocating for your mission. Board members can offer guidance, expand your network, and support various initiatives. By clarifying expectations and providing engagement options and support, you empower your board to play an active role.

Setting clear expectations and offering options

During board recruitment, make fundraising expectations clear and offer flexibility in how board members can participate. Create an à la carte list of fundraising activities, such as introducing the organization to potential donors, attending networking events, writing thank-you notes, or serving as a table host at events. Providing flexibility allows board members to participate in ways that align with their strengths and comfort levels.

Sample board engagement plan

Offer a variety of ways for board members to engage with your organization:

• Stewardship: Have them write thank-you notes or make personal thank-you calls.
• Cultivation: Encourage them to invite friends or colleagues to donor events.
• Ambassadorship: Ask them to represent your organization at community events.
• Solicitation: Have them reach out to their networks to request contributions or sponsorships.

By equipping your board with clear responsibilities and engagement options, you’ll increase their involvement and strengthen their commitment to your organization’s goals.

Get the visit and nail the ask

Securing a meeting with a donor is often the hardest part of fundraising, but once you have a face-to-face meeting, there’s an 85% chance they’ll make a gift. By approaching the ask with a donor-centered mindset, you can set the stage for a successful outcome.

Five ways to secure a meeting with stakeholders

Consider these approaches for getting that all-important first meeting:

1. Use a mutual connection to make the introduction.
2. Send a personalized email or message on LinkedIn.
3. Invite them to a VIP event or reception.
4. Ask for their advice on a project or challenge.
5. Call to express gratitude for their support.

Sample scripts for securing a meeting

Instead of saying, ”I have some updates,” try a donor-centered approach like: “I’d love to hear your perspective on our downtown initiatives,” or “Every donor has a story. I’d love to hear yours.” These openers frame the conversation around the donor, making them more likely to say yes.

Tips for making the ask

Once you have the meeting, make your ask specific and impactful. For example: “We’re working to revitalize this street. Would you consider a $1,000 contribution to support new lighting and benches?” Having a follow-up plan ready—whether that’s another meeting, a thank-you email, or a project update—keeps the momentum going regardless of their initial response.

Conclusion

By crafting a strategic development plan, implementing a thoughtful stewardship approach, and engaging your board effectively, your downtown organization can foster community pride, build long-term support, and achieve sustainable growth. Whether planning for long-term projects or preparing for key fundraising events like Giving Tuesday, a well-rounded strategy helps maximize your impact, create meaningful connections, and build a vibrant downtown for everyone to enjoy.

For more expert insights and actionable strategies to elevate your fundraising efforts and drive downtown success, explore Rachel Muir’s resources and workshops at www.rachelmuir.com.