As the calendar year comes to a close, we know nonprofit leaders are in one of the busiest times of the year. Securing critical year-end donations is one of many top priorities, and yet it is equally important to focus on stewardship, the art of thoughtfully caring for and engaging your existing supporters.
Strong stewardship practices help cultivate loyal, lifelong advocates for your mission. When you extend the practice to involve your staff, it can also become an incredible opportunity to boost morale, demonstrate appreciation, be creative and have fun. By building meaningful connections and making your supporters feel genuinely appreciated, you lay the groundwork for continued success in the new year and beyond.
To help inspire your stewardship planning, here are six of the best tips and practices to consider:
1. The Importance of Building Connection
Strong stewardship is rooted in connection. Take time to genuinely engage with the people in your nonprofit's sphere - learn about their interests, ask thoughtful questions, and show that you value them as individuals, not just as funding sources. These personal connections will pay dividends in loyalty and continued support.
2. Gratitude Goes a Long Way
In the busyness of the season, it is easy to forget the power of a simple thank-you. Make it a priority to express genuine gratitude to your donors, volunteers, and other supporters. Whether it is a handwritten note, a phone call, or a personalized email, sincere appreciation can deepen relationships and inspire continued engagement.
3. Showcase Your Impact
Your supporters want to know that their contributions are making a difference. Dedicate time to sharing specific stories and examples that illustrate the impact of your work. This helps donors feel invested in your mission and proud to be associated with your organization.
4. Reflect and Share
The end of the year is a wonderful time for reflection. Look back on inspiring books, articles, or resources you or your team have encountered and consider sharing them with a volunteer or donor you would like to thank. A thoughtful book recommendation or summary can be a wonderfully personal way to show you have been thinking of them.
I once worked with a nonprofit whose leadership team practiced gifting an inspiring book to each member of their Board at their December meeting. As a special touch, youth from the organization wrapped each book and attached handwritten notes of thanks to each member. For this organization it was an uplifting practice that had ripple effects throughout the season as they heard from Board members who enjoyed the gift of the book so much that they passed the gift along or purchased a copy for a friend.
5. Practice Deeper Listening
In your upcoming conversations, make an effort to use the phrase "Tell me more." This simple prompt encourages your supporters to open up and share more about their interests and perspectives. Active listening is a powerful stewardship tool that helps deepen engagement and make your supporters feel truly heard.
6. Get Personal (We saved one of the best tips for last!)
In your communications, strive to make each interaction feel highly personalized. Refer to your supporters by name, acknowledge their specific interests or past involvement, and demonstrate that you view them as individuals, not just numbers on a list. This personal touch can go a long way in making them feel seen and appreciated.
Remember, effective stewardship is about far more than fundraising. It's about building meaningful relationships, showing genuine appreciation, and making your supporters feel valued. By focusing on these best practices, you'll not only finish the year strong, but lay the groundwork for even greater success in the year to come.
BUT WAIT...A BONUS TIP
7. It's Never Too Late to Start
If you didn’t get to prioritize stewardship this year, don’t panic – plan. Decide to perform at least one stewardship-related task each day, or once a week, without exception. This could be as simple as adding a name to your thank you list, drafting an email, or making a quick phone call. Small, consistent actions add up quickly and ensure stewardship becomes and remains a priority in the coming year.
Even when time is short, there's always time to say thanks. This month we're taking a fresh look at stewardship ideas that will engage donors, volunteers and your whole community today and for years to come.
