“I’ve seen for myself that giving truly makes a difference, both for the donor and those we help.”
Most fundraisers know how crucial it is to build genuine relationships with people who care about your cause. But doing it in practice can be far from easy!
Amy Swart is a very experienced relationship fundraiser and is Director of Fundraising and Communications at the suicide-prevention charity James’ Place. Building warm, two-way relationships with supporters, including major donors, trusts and foundations, is fundamental to the charity’s approach. This mindset has been a major factor in the wonderful growth they have achieved in recent years.
In this conversation Amy shares her approach, with practical tips and encouragement for fundraisers and charity leaders determined to build excellent, long-term relationships with supporters.
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Episode overview
Introduction & Episode Overview (00:00:00)
Rob introduces the episode, guest Amy Swart, and the focus on major donor and trust/foundation fundraising. Amy emphasises the importance of building donor relationships early through genuine conversation rather than email.
Amy’s Background, James’s Place, and High-Value Fundraising (00:01:14)
Rob and Amy discuss her career journey, current role at James’ Place, and the charity’s growth driven by high-value fundraising. Amy shares her donor-centric approach, highlighting the importance of understanding donor motivations and aligning their interests with organisational strategy, which has led to very valuable increases in fundraising income.
Building Warm, Two-Way Donor Relationships (00:04:14)
Amy explains how curiosity, genuine care, and early engagement deepen donor relationships. She shares stories of stewardship, involving donors before projects are finalised, and the courage and vulnerability needed to act before all details are set.
Effective Donor Engagement: Conversations Over Email (00:11:06)
Amy and Rob discuss managing multiple donor opportunities, identifying promising prospects, and the importance of starting conversations – preferably by phone – to expedite relationship-building. They clarify that calls are made to warm contacts, not cold leads, and share feedback on the impact of their fundraising training program.
Fast Action & Internal Alignment for Donor Success (00:16:49)
Amy shares examples of responding quickly to donor inquiries, resulting in major gifts and accelerated project timelines, such as opening a new center. She discusses championing the donor’s perspective internally, building trust and teamwork by sharing donor stories, and empowering her team to proactively reach out to donors.
Creating a Culture of Proactive Outreach (00:23:54)
Rob and Amy highlight the urgency of direct conversations over slow email exchanges. Amy recounts a success story where a quick phone response secured a major trust gift, and explains how sharing these wins encourages her team to prioritise phone calls and proactive outreach.
Conclusion & Key Takeaways (00:28:19)
Rob thanks Amy, summarises the episode’s key insights on donor relationships, proactive engagement, and internal collaboration, and promotes further fundraising resources and training programs.
Further Resources
How to be more confident making calls to supporters – 4 tips
Fundraising Bright Spots Episode 157 – What major donors want with Tom Hall
Fundraising Bright Spots Episode 172 – What do great fundraising organisations do with Alan Clayton
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