UNLOCKING GENEROSITY WITH STEWARDSHIP

Recently I listened to a webinar filled with statistics.

• Repeat donor retention was down.

• New donor retention was down.

• Lapsed donor recapture was down.

(I was relieved to see overall giving is up slightly! Yay!)

The news made me think about what we can do to change the trajectory of the numbers and build operational security for our organizations.

The answer is stewardship. Intentional, meaningful stewardship can create lifetime donors with a strong attachment to our mission and cause.

Stewardship is also that thing on our to-do lists that doesn’t have a due date and gets pushed aside in favor of something “more urgent”. But, with donor retention heading in the wrong direction, what is more essential than building strong, trusting relationships with your donors?

Association of Fundraising Professionals, the Fundraising Effectiveness Project, and a wide array of donor data collectors agree:

• Donors who receive a thank-you within 48 hours are about 4× more likely to give again.
• Donors who receive a personal phone call from a volunteer or board member within 24 hours are nearly 39% more likely to give again.
• Organizations with minimal stewardship practices average around 45% donor retention, while those with more proactive engagement often see retention closer to 62%.

The message is clear: If we put more effort into stewarding the gifts we have, we can significantly increase the dollars raised to fund our missions.

Strong stewardship builds trust, strengthens relationships, and shows that the gift is more than a transaction. Effective stewardship practices also help reinforce the mission and tell a story of impact while sending a clear message of appreciation.

Effective stewardship goes beyond the thank you letter and annual report. Consider inviting donors to tour your programs or facilities to see their impact. Send a quick video (taken with your phone and with all proper permissions) of a program participant or staff member talking about a difference your organization makes to them. Ask a donor to volunteer in the program they support so they can experience the impact.

Here are a few other ideas:

• Think about personal and unique stewardship. What little thing can you do that will bring the donor closer to the mission? A friend recently donated money to put a bench in a park in honor of a family member who visits the park regularly. In her thank you was a beautifully colored fall leaf from that park. That simple gesture made her feel closer to her family member and honored her gift by allowing her to picture her loved one enjoying a beautiful fall day sitting on her bench.
• Consider a first-time donor packet or, better yet, a series of messages to welcome a new donor. Include stories that shine a light on the impact their gift made. Put a face to the impact with a photo or video when possible.
• Honor your donor as an individual and show that you are paying attention. I once had a generous donor on a tour of our organization and she saw a meal preparation service in action. She was intrigued by a $5 gadget that removed the core and the peel of the pineapple while also slicing it and expressed how much she loved pineapple. The next day, I hand delivered a pineapple and the same tool to the donor’s office. Oh, the excitement in her voice when she called!
• Evoke a special memory. If you’re replacing a beloved building or structure, save something you can send or deliver to donors who have fond memories of the place. Think door knobs, signs, or pieces of boards or bricks. If that’s not possible, send a photo of the special place as a keepsake.

Helping donors see that you have deep appreciation and gratitude for their gifts by taking a moment to sincerely thank them in a meaningful way is one way you can increase the dollars your organization raises in the next year. What creative stewardship will you commit to in 2026?