ARTICLE
Stewardship Tactics That Are Sure To Keep Donors Tied To Your Cause
Topics -
Updated - 01/30/2025
Thanking creates loyalty
Did you know that 53% of donors stop giving because they feel unappreciated, and 41% cite lack of acknowledgment or thanks as their reason? Conversely, loyal donors give 42% more over their lifetime and are 70% more likely to leave a planned gift. These numbers underscore the critical need for nonprofits to build and implement a robust stewardship plan. Without it, donors can feel like transactional cash machines rather than valued partners in your mission.
Effective donor stewardship isn’t just about saying thank you; it’s about cultivating meaningful, genuine relationships. When done right, regular donor touch points can strengthen connections without becoming intrusive. This requires tailoring the frequency and type of communication you do for each donor level, whether it’s a donor who gives $25, or one giving $50,000.
Below are five stewardship tactics that can transform your donor relationships to create more loyal donors who are excited to give at incrementally higher levels over a longer period of time, no matter what their current giving level.
1. Say thank you immediately
Timeliness is critical in showing appreciation. Within 48 hours of receiving a donation, send a personalized thank-you letter that acknowledges the donor’s specific impact. Mention how their contribution will be used and include a heartfelt message of gratitude, and something very personal to them, like a child who just went off to college. This small but immediate gesture can set the tone for a lasting relationship. When donors feel appreciated promptly, they are more likely to give again.
Following this, initiate a call from your executive within the first week of receiving a gift to further emphasize the donor’s importance to your organization. A week later, a board member can also make a call to reinforce a message of gratitude, perhaps even inviting the donor to get involved in some manner. Finally, during that same week, a call or letter from a beneficiary can provide a personal touch that shows the real-world impact of their generosity. This isn’t always possible, but when it is, it’s always unexpected and is sure to make a lasting impression.
These layered acknowledgments create a comprehensive and memorable thank-you process, one that will separate you from your competitors and make your donors feel deeply valued.
2. Send video updates
A picture may be worth a thousand words, but a video is worth even more. Twice a year, create a video update that goes beyond statistics and a talking head executive director, to highlight the human stories behind your mission. Show beneficiaries engaged in programs, volunteers in action, or completed projects that were made possible by donor contributions. Seeing the direct impact helps donors feel emotionally connected to your cause and that their social investment was a wise one.
These videos should focus on authenticity and storytelling. Avoid heavy scripting and instead capture genuine moments that resonate. For instance, a short clip of a beneficiary (or parent) sharing their personal journey can be far more impactful than a list of achievements. Send these videos via email with a personal note, or post them on a private donor platform to make your supporters feel special.
3. Offer exclusive tours and access
Invite donors to experience your work firsthand. Exclusive behind-the-scenes tours or access to your programs can deepen their understanding of your mission and provide an insider’s perspective. This opportunity to “exclusively” engage directly with your work makes donors feel like an integral part of your team and mission, and builds trust through transparency.
During these tours, allow time for meaningful interactions with your leadership team or program staff because they can be some of your most passionate and authentic storytellers. This personal connection adds depth to their experience and creates an opportunity for open dialogue. Providing such access not only demonstrates your appreciation but also strengthens their confidence in your organization’s operations and goals.
4. Pick up the phone
Emails are efficient, but a personal call creates a deeper connection. Take the time to call donors on significant occasions like birthdays, anniversaries, or donation anniversaries. Acknowledging these milestones with a heartfelt message can make them feel valued as individuals rather than just contributors.
Additionally, use phone calls to share exclusive updates or important news about your organization. For example, if you’ve reached a significant milestone or launched a new program, a call to share the news to the donors who made substantial donations to make it happen can reinforce their sense of involvement. These calls don’t need to be lengthy—it’s the personal touch that counts.
5. Host salon events
Organize two or three small, exclusive events annually to showcase your programming and foster connections among donors. These intimate gatherings can be held at a donor’s home, your organization’s facility (which is best if possible), a country club, or a unique venue that aligns with your mission.
Salon events should provide donors with opportunities to learn about important facets of your impact, and allow them to interact with your board, staff, and beneficiaries (if appropriate). These interactions help humanize your mission and allow donors to see the direct impact of their support. Including other major donors can also foster a sense of community and shared purpose, inspiring attendees to remain committed to your cause.
Summary
Stewardship is the cornerstone of successful donor retention and long-term fundraising growth. By implementing thoughtful tactics such as prompt thank-you acknowledgments, engaging video updates, exclusive tours, personal phone calls, and intimate salon events, nonprofits can create meaningful connections with their supporters. These strategies ensure donors feel valued and appreciated, transforming them from casual contributors into lifelong advocates for your mission.
And remember, balancing the frequency and type of donor interactions is key to avoiding donor fatigue. You want to inform, but not annoy. Tailor your approach based on each donor’s giving level and preferences. When stewardship is done with care and intentionality, it not only strengthens relationships but also enhances your organization’s ability to fulfill its mission. Thoughtful engagement fosters trust, loyalty, and a sense of partnership—the foundation for lasting impact.
What stewardship tactics would you add to this list? Let us know in the comments!
Learn How To Thank, Engage, and Retain Your Online Donors.
Comments