FULL TRANSCRIPT OF THE PODCAST

Today, we’re talking about a concept so simple and timeless, yet so powerful, it could transform your entire approach to fundraising: The Golden Rule.

What is the Golden Rule?

You’ve heard it a thousand times, probably since childhood: Do unto others as you would have them do unto you. Even if the language is a bit outdated, the advice is universal and timeless. Reworded, it means “treat people you’d like to be treated.” Regardless of your phrasing, the sentiment spans cultures, religions, and philosophies. But in the world of arts fundraising, it’s more than just a moral guideline—it’s a practical strategy for building donor relationships that last.

Today, we’re going to explore how applying the Golden Rule at each stage of RSC’s Donor Flywheel—Identification, Cultivation, Solicitation, and Appreciation / Stewardship—can help your organization get donors, keep donors, and upgrade donors.

Identification: Finding the Right Donors

Applying the Golden Rule in the Identification stage means respecting the potential donor’s time, interests, and willingness to engage. Instead of treating prospecting as a numbers game, think of it as a relationship-building process. When you identify donors through genuine engagement, you build a stronger foundation for future support.

Three Key Benefits of the Golden Rule in Identification:

1. Attracts Genuine Interest—When you treat potential donors with the same respect and interest you’d appreciate, you create a culture that draws in the right people.

2. Builds Early Trust—Instead of focusing solely on what a prospect can give, the Golden Rule helps you understand what they value, laying the foundation for long-term engagement.

3. Filters the Best Prospects—If you focus on relationships rather than quick transactions, you naturally attract those who align with your mission.

Three How-To Strategies for Identification:

To put the Golden Rule into action, focus on engagement that respects the prospect’s needs and interests. Here are three ways to do that:

1. Listen first—engage in conversations to understand a prospect’s motivations before asking for anything.

2. Make your first outreach about them—share an opportunity, an article, or an event relevant to their interests.

3. Respect their time—if they aren’t interested, acknowledge it gracefully and move on.

Cultivation: Developing Genuine Connections

Once you’ve identified a donor, the next step is cultivation—deepening their interest and engagement with your organization. The Golden Rule plays a crucial role in making donors feel valued and respected rather than just a funding source. It’s about showing them that they are partners in your mission, not just wallets to be tapped.

Three Key Benefits of the Golden Rule in Cultivation:

1. Increases Engagement—People who feel valued and heard are more likely to stay engaged.

2. Encourages Openness—When donors see you as a partner rather than a solicitor, they’re more honest about their giving potential.

3. Lays the Groundwork for a Natural Ask—A well-cultivated donor doesn’t feel like they’re being sold to; they feel like they’re joining a cause they already believe in.

Three How-To Strategies for Cultivation:

To cultivate relationships in a way that honors the Golden Rule, your focus should be on adding value to the donor’s experience with your organization:

1. Personalize communications—reference past conversations and their specific interests.

2. Offer value—invite them to behind-the-scenes experiences, not just solicitations.

3. Give before you get—share insights, introductions, or opportunities that benefit them.

Solicitation: Making the Ask Feel Right

The ask doesn’t have to be awkward. When the Golden Rule is applied to solicitation, it shifts the focus from obligation to opportunity. Instead of making donors feel pressured, you invite them to make an impact in a way that feels right for them.

Three Key Benefits of the Golden Rule in Solicitation:

1. Reduces Donor Anxiety—When an ask is framed with respect and relevance, donors feel comfortable saying yes—or no—without pressure.

2. Increases Giving Levels—People give more when they feel they are genuinely making an impact, not just fulfilling a quota.

3. Strengthens the Relationship—A solicitation done right makes a donor feel valued, not used.

Three How-To Strategies for Solicitation:

A respectful approach to solicitation ensures the donor feels in control and appreciated. Here’s how to do it:

1. Align the ask with their interests—don’t pitch a $50,000 gift to a donor who has only ever given $500.

2. Be transparent—explain exactly how their gift will make a difference.

3. Make it a conversation—ask what they think, and adjust accordingly.

Appreciation & Stewardship: Ensuring Longevity

Once a donor gives, the relationship doesn’t end—it evolves. Appreciation and stewardship are how you ensure your donors feel recognized and valued, paving the way for future support. When you apply the Golden Rule here, it fosters loyalty, trust, and a sense of shared purpose.

Three Key Benefits of the Golden Rule in Stewardship:

1. Increases Retention—Feeling appreciated makes donors want to stay.

2. Encourages Upgrades—People who feel valued give more over time.

3. Creates Ambassadors—Satisfied donors bring in new donors.

Three How-To Strategies for Stewardship:

Meaningful stewardship keeps donors engaged beyond the transaction. Here’s how you can incorporate the Golden Rule into your appreciation efforts:

1. Thank promptly and personally—a handwritten note or a personal call goes a long way.

2. Show results—send impact reports that prove their donation made a difference.

3. Stay in touch without asking—invite them to events or just check in periodically.

Comparing New vs. Established Donor Relationships

Not all donor relationships are the same, and understanding the difference between new and established donors is critical to long-term success. A new donor is someone who is just beginning their relationship with your organization—they may have made a first-time gift, attended an event, or shown interest in your mission.

On the other hand, an established donor has been giving consistently over time and has built a deeper connection with your organization. Acknowledging and adapting to these different stages ensures that you approach donors with the right level of engagement, respect, and recognition. A one-size-fits-all approach doesn’t work in fundraising, and by applying the Golden Rule, you can tailor your strategy to fit each donor's needs and preferences.

New Donors & Grantors

1. Applying the Golden Rule means making an outstanding first impression—no pressure, just value.

2. Keep asks small and engagement high.

3. Make them feel part of the family before asking for deep investment.

Established Donors & Grantors

1. Long-term donors expect to be treated as partners, not ATMs.

2. Keep the relationship dynamic—don’t take them for granted.

3. Challenge them with bigger ideas, but respect their giving preferences.

Wrapping It All Up

Applying the Golden Rule throughout the Donor Flywheel ensures that your fundraising approach is rooted in respect, empathy, and genuine engagement. Whether you’re identifying prospects, cultivating relationships, making asks, or stewarding donors, treating people the way you’d want to be treated leads to stronger connections, increased donor retention, and greater financial support.

So what’s next for your arts organization?

First, take a close look at your current donor engagement strategies and assess whether they align with the principles of the Golden Rule. Are you listening before asking? Are you personalizing outreach? Are you showing gratitude in a meaningful way? If not, now is the time to adjust your approach.

Second, train your team to adopt this mindset at every stage of donor engagement—because when everyone embraces the Golden Rule, the entire organization benefits.

If you remember one thing, make it this…

Fundraising is not about getting money; it’s about building mutually beneficial relationships. And relationships thrive when we treat others as we’d like to be treated. Apply the Golden Rule at every step of your donor flywheel, and you’ll not only raise more money—you’ll build a culture of generosity that sustains your organization for years to come.