What do 5 ripe tomatoes have to do with donors?

What I remember most about my first Association of Fundraising Professionals (AFP) meeting is the speaker. He was a very successful Director of Development. He raised lots of money, and he shared how he had stopped at a farm stand to buy five ripe tomatoes to take to a long-time donor.

At the time, I thought, "Cute story. Now get to the money." Agggg! I had a lot to learn.

Years later, I remember those tomatoes, and donors have taught me their value. Those lucious edibles said, "I listened to you. I heard what you enjoy. I remembered and acted on it, because you matter to our organization."

Letting donors know they matter is important at a very basic level. According to Marianna Pogosyan, PhD, the feeling of belonging contibutes to a meaningful life, since being part of a group makes us feel part of something larger than ourselves. It provides a sense of "lastingness" amd "continuity." These are important concepts, but especially meaningful to older donors, who give the largest percentage of charitable dollars.

In Maslow's Hierachy of Needs, belonging is right in the middle of the pyramid.

Leon F. Seltzer, PhD gives Ten Reasons Why Feeling Understood Is Crucial To Your Well-Being.

Here are three of them.Feeling understood, makes you feel:

1. You're known

2. You 're accepted.

3. You're empowered.

Known, accepted, empowered, part of something larger than yourself: that is why five ripe tomatoes go such a long way toward building a strong relationship between an organization doing good and a person, who wants to help.

That relationship is the foundation upon which philanthropy is built.