How Good Is Your Donor Stewardship?
I’ve been part of the nonprofit sector for 30 years, my entire career. I love it. I love our work to effect social change and justice. I love the missions of so many nonprofits both locally and internationally.
I consider myself an insider because I’ve been in this industry so long as a staff member, board member, consultant, and donor.
The Art of Donor Communication: What Works and What Doesn't
As an insider, it pains me as a professional and a donor when I see a lack of communication and stewardship.
Recently I made gifts to three different charities I believe in. I initiated the gifts and gave voluntarily; no one personally solicited me.
My Experiences as a Donor
How did I give and what kind of gift acknowledgement or stewardship did I receive?
For organization A, I attended their main annual event as a guest at a sponsor’s table, then made a donation during the event via their website. I received a thank-you letter but they did not invite me to their next event. I receive no other follow-up communication. Several years prior to the event, I had volunteered for this organization, so I had at least two connections to them, as a donor and a volunteer.
For organization B, I saw the announcement of their big annual event, RSVPd and attended, sitting at a table with other donors. I bought my own ticket and told the executive director about my personal connection to their cause. I was put into their direct mail program and solicited repeatedly via direct mail from their national office.
For organization C, within 10 days I received a thank-you letter with a brief personal handwritten note from the executive director, whom I know personally.
Effective Donor Engagement: Show Why They Matter Matter
If you’ve been in fundraising for more than a hot minute, you know the best practices for stewardship. You know how to build relationships.
I realize that you’re super busy. But if there’s anything the Covid pandemic showed us, it’s that connection matters. People matter. More than ever. Perhaps more than anything else.
So why not show donors that they matter? So often, we miss out on opportunities to do that.
The donor’s connection and meaningful relationship with your cause, how it resonates with them, how it connects to their life story----that’s far more important than the method of contact with them.
It’s more important than all the great things you’ve done this year.
Reach out and connect with them in a way that feels personal. That’s the best way to build a better relationship with your donors. It demonstrates that they matter.
Navigating the Challenges of Donor Relations in Today's Nonprofit World
A few years ago, I got perhaps one call a year and one email a year from a development officer at a local nonprofit. She was assigned to work with mid-level donors.
Just those one or two additional contacts or additional touches each year made a difference for me as a donor. I felt more connected to that organization. I felt like my modest mid-level gift mattered.
That connection ended when the staff turned over two or three times in the following years.
Building Stronger Connections: The Key to Long-Term Donor Retention
What’s the result when your stewardship lags, disappoints, or isn’t excellent?
You prevent the donor from feeling the joy of giving.
You prevent the donor from feeling appreciated and connected.
You prevent the donor from giving a meaningful gift to a cause that matters to them.
You rob the donor of the chance to be involved in something huge and impactful.
You frustrate the donor.
You take away the opportunity for the donor to make a change they want to see in the world.
You leave money on the table because that donor could probably give more than their last gift.
You prevent your organization from making the most impact on a cause that matters.
You prevent your organization from serving more people in real need.
So what’s standing in the way of you having great relationships with your donors?
You don’t have time to reach out to them personally
You have too many other things to juggle
The board won’t help you with donor stewardship
The donor won’t take your calls
A big grant is due later this week & that’s your priority right now
Your fundraising event is next month
Your donor CRM is a mess
You aren’t sure what to do to have the most impact
You don’t have the budget to create donor appreciation events or publications
Fill in the blank here__________________________.
Examine your beliefs, your expectations, and your behaviors around donor communications and stewardship.
You may find that your own fears and hesitations about reaching out to donors directly or about being rejected are getting in your way.
Reach out to me and we’ll explore the thoughts, beliefs, and roadblocks that are preventing you from having excellent, mutually-rewarding donor relationships.
Get in touch
Let’s develop an effective fundraising plan, boost the performance of your team, and overcome your leadership challenges by examining your mindset. Contact me today!