Donor Stewardship: It’s not just about the form letter!
Donor stewardship is a critical aspect to any fundraising operation. If we had a nickel for how many ED’s have told us they don’t like making thank you calls, we’d be on an island getaway right now! A thank you call- sweet and simple. A handwritten thank you card- folk’s love seeing pen on paper. A special gift with your logo- marketing with a thank you!
Stewardship does not have to be complicated. But it has to be. It must be done for you to succeed.
Why donor stewardship?
Let’s say your best friend in the world has a birthday tomorrow and you sent no card/email/text/present. How will they feel? They’d be thinking things like- I can’t believe they forgot my birthday- I am so hurt to have not heard from them today- how could they not reach out? That is how donors feel.
Let’s take our hypothetical donor, Kris. Kris gives a sizable first time gift to your organization. Three weeks later they open the mail and find a letter that reads like a template that had their name and address slapped onto it. Even worse, there’s a typo. Does Kris feel taken care of? Does she think- now that’s an org that knows how to treat people? No! She feels like your best friend who you ghosted.
Donor stewardship is about how we treat people. For example:
Someone who wants to support your organization emails you asking ‘I’m on your website and the link is broken for giving”. You respond within 24 business hours providing the link, asking, “I’d love to know how you heard about us.” The potential donor sees you care about building relationships.
A donor starts making monthly gifts. You call them after their first gift with a standard thank you. “Can I speak with Joe please? Hi Joe, this is Carolyn from Kid Time and I just wanted to say thank you for your recent gift. I really appreciate your generosity.” Joe thinks to himself, ‘is this really happening? No one has ever called me before. Is she about to ask for more money?’ You get to make things clear with Joe- “I’d love to stay in touch with you Joe. Have a great week!” Now Joe knows that Kid Time takes care of their donors.
Before a board meeting, your Chair emails and says ‘I’m in a big rush and will be late. Start without me”. Stewardship is starting the meeting, saying that “Maria will join us shortly. Let’s jump in.” What does the opposite look like? “Maria is late and we’re going to start without her.” This tells your Board what you think about their time i.e. they work for you and you don’t value them. This tells others that you think the Chair is underperforming. That also makes them feel negative about you and your organization. Good stewardship is taking care of people, just like Maria.
In all of these examples, time and intention ensure potential donors, existing donors, and board members are treated well and feel valued for their contributions. Donor stewardship helps bring in gifts, oftentimes leads to donors making larger renewing gifts, and can result in a donor introducing you to a new prospect. When done well, stewardship tells the donor- “Your contribution is not taken for granted. I will be in touch to share outcomes with you by year’s end. Thank you sincerely.” Silence, no phone call, a typo, and a month before a letter… Those will bring results that will have you wishing you had taken just five minutes per donor. Steward away!
Free Donor Stewardship Resource- Impact Report Template
One way you can share those outcomes and maintain your relationship with donors is by creating (and sharing!) an annual impact report. This provides a consistent point of connection and gives you a chance to say, “We really appreciate your support and here is how YOU helped us work towards our mission.”
Fill out the form below for your copy of our Free Impact Report Template (you’ll need a free Canva account) and get a jump on your year-end donor communications.