Donor Engagement — Salon Series Step by Step

01

Why a salon series

A salon series is a set of donor engagement events with a format that invites discussion of an important topic. These can be as simple as a Zoom gathering of 8 to 10 people, or as elaborate as a cocktail hour and dinner hosted by a donor.

Desired outcomes

Meaningful input on a critical topic, typically an upcoming campaign or a special initiative
Connection built between leaders and the donor community
Donors who feel they are in on the ground floor of a shared goal

02

Event briefing and desired outcomes

For donors

Donors feel like insiders, connected with special initiatives. Their sense of meaning and purpose as a donor grows, leading to increased investment. They feel close to the leadership of the organization.

For your organization

The organization gleans important information from its constituents on a topic of high importance. This helps form compelling messaging and giving opportunities.

A successful salon series takes thoughtful planning and a committed team to create meaningful engagement with your donors.

03

Planning timeline, 12 to 16 weeks out

Initial questions to consider

How does this fit with my overall engagement and donor stewardship strategy?
Does this lead to, or align with, another elevated moment?
What does success look like?
What is the right pacing?
Will there be an ask?
Who is the right team to lead this, and who will travel?
Begin checking calendars for leadership and hosts

First moves, 12 to 16 weeks before

Recruit hosts and block dates on calendars
Develop branding and messaging for the series
Set clear, measurable goals for the events
Hold a launch meeting with the project team

04

Planning timeline, 6 to 1 weeks out

6 weeks out

Drop hard-copy invitations
Major gift officers begin outreach
Identify VIPs who need leadership-level follow-up
Schedule the debrief meeting
Draft pre-work for guests

2 weeks out

Follow-up calls, emails, and videos
Begin sending pre-work to confirmed guests

1 week out

Final follow-up calls, emails, and videos
Continue sending pre-work to confirmed guests
Meet with the host and leaders to review the run of show

The discussion brief

In most cases you will give guests resources to prepare for the discussion — an executive summary of the topic, a two-page overview, three or four questions to consider, and any additional materials. Mail it four to five days ahead, and bring extra copies, since some guests will forget theirs or arrive without having reviewed them.

05

Run of show

Welcome and introductions, 15 to 20 minutes

Advancement officer welcomes everyone and introduces the host
Host thanks all, sets the stage, and introduces leadership
Leadership introductions
Guests introduce themselves

Topic discussion over the meal

Leadership provides an overview of the topic, about 10 minutes
Facilitated discussion using the prepared reflection questions
Advancement officer guides the conversation as needed

Wrap-up

Advancement officer summarizes key points and asks for clarifications
Promise to share notes after all salon events
Leadership thanks everyone and the host
Host offers closing remarks

Consider having an events staff member on hand for logistics. For virtual events, this is your stage manager.

06

Follow-up and celebration

Send attendees a thank-you that mirrors back the key insights and includes a call to action, such as a one-on-one with leadership
Each guest is contacted by their relationship manager, if that differs from organizational leadership, to learn what resonated and what didn't, and to set up a leadership meeting
Contact the people who expressed interest
Send a thoughtful gift to the hosts as appreciation
For virtual events, send the recording to those who could not attend and request a follow-up visit

Celebrate a job well done

Acknowledge the hard work of your team and celebrate the completed series. These events build relationships that benefit your organization for years to come.

07

Key takeaways

Thoughtful planning

Begin 12 to 16 weeks in advance with clear goals and a timeline.

Meaningful engagement

Create space for connection between donors and leadership.

Valuable discussion

Gather insight on important initiatives while making donors feel like insiders.

Relationship building

Strengthen donor connections through personalized follow-up.