So, cultivation is what you do to build the loyalty and commitment of the donors to the organization. Obviously, the more highly a person thinks of your group, the more they will be willing to do for your group. Second, as a person feels appreciated by your group, believes that their gift makes a difference, that they are noticed individually and cared about individually, they will also increase their respect and admiration for what you do. Both of these perceptions of your group build loyalty, but the two combined build the most loyalty. Let's look at what this actually means.
Cultivation usually begins after a gift has been made.
We don't have buildings to name after people, academic positions to endow, or esoteric pieces of medical equipment or research projects to underwrite. Just as in sales, you want to attract new customers, but most of your energy should go into keeping customers you already have. Your greatest energy should go toward those customers who buy the most frequently, and who buy the most. The next-highest priority will be people who give large gifts frequently, even if their last gift is not very recent. Third priority will be people who give large gifts anytime, and last will be people who give frequently.