Episode 13: The Stewardship Gap: Why You're Losing Donors and How to Fix It
Building Stronger Donor Relationships Through Effective Stewardship
Welcome to the world of stewardship, a fundamental yet often overlooked aspect of fundraising and donor development. In today's discussion, we'll delve into why stewardship matters and how it can significantly impact donor loyalty and lifetime value for your organization. Whether you're managing major donors, monthly givers, or new supporters from recent events, this guide aims to help you cultivate more intentional and meaningful relationships with them.
Understanding Stewardship
Many nonprofits operate at full speed, juggling multiple campaigns and appeals all at once. With such a fast-paced environment, stewardship often becomes an afterthought. However, effective stewardship is essential in bridging the gap between initial donations and future support. When donors feel appreciated and connected, they are more likely to continue supporting your mission.
What Do Donors Really Want?
Stewardship begins with understanding what donors seek after making a contribution. Here are three key desires:
1. Evidence of Impact: Donors want to know their gift made a real difference. Go beyond generic thanks and demonstrate how their contribution has impacted your mission. Personalizing your 'thank you' messages by showing the specific outcomes made possible by their support can make donors feel seen and valued.
2. Meaningful Appreciation: Simple gestures like a genuine thank you email or a phone call can go a long way. Showing heartfelt gratitude, which goes beyond automated responses, can help build lasting relationships. Personal touches underscore your appreciation and can strengthen donor allegiance.
3. Connection to the Mission: Donors appreciate staying connected. Regular updates about the ongoing impact of their support help them feel involved and integral to your narrative. When they see the bigger picture and recognize their part in it, they are more likely to remain engaged.
Creating a Successful Stewardship Rhythm
Effective stewardship can be cultivated through a simple, repeatable rhythm:
1. Thank Donors Quickly and Sincerely: Aim to express your gratitude within 24 to 48 hours of receiving a donation. Whether through a phone call, personalized email, or a handwritten note, showing prompt appreciation reinforces the importance of their contribution.
2. Share Impact Stories Regularly: Communicate with donors within 30 days of their gift to relay how their generosity is making a difference. Frequent updates reaffirm their decision to support your cause and provide tangible evidence of their impact.
3. Delight Donors with Meaningful Gestures: Aim to create memorable moments each quarter that show donors they are appreciated without an underlying 'ask.' Surprise them with sincere gestures such as holiday cards, exclusive updates, or personal invitations to events.
Implementing Your Strategy
Begin by reviewing your current donor engagement process to identify gaps and areas for improvement. Map out your strategy to create consistent touchpoints that demonstrate gratitude and convey the ongoing impact of their support. Engage your team by involving board members, volunteers, and program staff to share in stewardship efforts. This collective approach highlights organizational unity and enhances donor trust.
Final Steps for Effective Stewardship
1. Audit Your Current Journey: Understand what happens after a donation is made, and identify opportunities to enhance the experience.
2. Reconnect with Key Donors: Surprise a few donors with personalized emails or calls, thanking them for their support without any specific occasion.
3. Plan for the Future: Dedicate 30 minutes weekly to outline your stewardship goals for the coming months, identifying key touchpoints and assigning responsibilities.
4. Create a Delight Moment: Send personalized photos, videos, or messages to individual donors that showcase the impact of their generosity.
By embedding stewardship in your organization's culture, you create advocates who passionately support and spread your mission. As you cultivate these relationships, encourage your donors to become ambassadors for your cause, sharing your mission with others.
In conclusion, don't let stewardship be an afterthought. Prioritize it within your daily operations to nurture relationships and see lasting results. If this message resonates with you, consider revisiting your approach to donor relations, and feel free to reach out if you need guidance in establishing your own stewardship plan. Thank you for your continued support and commitment to your mission. See you next time for more insights to keep your donors at the heart of everything you do.
