EMpower –The Emerging Markets Foundation
Even if your non-profit is a seasoned pro at stewardship, it can be difficult to come up with fresh ideas each year. Here
are a few ideas to refresh your donor stewardship:
1. Communicate With Your Donors at Least Once Per Month
If you do not communicate with your donors at least once per month, chances are that you are not developing as strong
a relationship with them as you could. Like all relationships, donor relationships are built on communication. Use a mix
of communication methods to talk with your donors each and every month: newsletters, mailings, e-mails, phone calls,
free events… and you’ll find that your donor relationships will deepen and grow far more quickly. These calls, whether
by a board, executive director or development person are also a good opportunity to let them know about upcoming
events and trips.
2. Make Your Communications All About Them
Your donors like to hear about the good work that you do, but no one wants to get a constant stream of “we do this…
we do that…” e-mails and letters. Instead, spend time talking about your donors, instead of talking at them. Talk about
the good work you have accomplished because of their support. Profile a donor or two, and tell their story. Reach out to
your donors with two-way communications that seek their advice, ideas, and questions. Poll your donors. Hold group
conference calls for them. Offer volunteer opportunities. In short, let them interact and engage with your nonprofit.
3. Practice the Art of the Thank You
Your donors are real people; they want a thank you message from a real person. Make it an institutional priority to
respond to donors within 24 hours and if possible, with brief personal notes. Even if you don’t think you can do it, try. If
at the end of the day you are really just doing too much volume to respond to each donor with a quick note, then
consider using a solution that will at least allow you to personalize the message a bit. An auto-letter with a one line
sticky note on top is infinitely better than just an auto-letter. Write thank you letters and personalize your
communication as much as you can. These letters should be, not just automatically generated receipt letters, but
handwritten letters from the beneficiaries of a project or letters that have been personally signed by a senior member of
the institution. Revise your thank you letter template annually. No one wants to receive the same, stale copy for 10+
years. Start your thank you letters with something other than, “On behalf of [x organization], thank you for your recent
gift,” or “Thank you for your recent gift.” Boring! In your thank you note, why not include a YouTube link or copy of
the
annual report? Even better, have the executive director or board member call to say thank you. After an event, it is
imperative you send a follow-up the next day.
4. Acknowledge all types of donations
As well as significant donations, in honor gifts and those following an event, don’t forget matching donations – thank
your donor for going the extra mile, payroll deductions (usually monthly), 3
rd
party giving (e.g. Network for
Good/VMG/Charities Trust) – don’t rely on the automatic thank you email sent, gifts from a foundation – thank the
person who put you in touch with the foundation.
5. Show Them the Impact
Regardless of the specific channels you chose to reach out to donors (emails, letters, phone calls, social media,
blogs, etc.) you need to make sure that the impact created with their gifts is a central element of the conversation.
When you focus your communications on impact, you accomplish two important things at the same time. You get a
chance to connect with the donor AND you close the loop by showing that person the tangible result of his or her
gift. This creates an important moment when donors can connect the dots between the act of giving and the
ultimate impact achieved. All too often donors leave feeling like their gift went into a “black hole.” Focusing on
communicating impact helps eliminate this common complaint. Annual reports and regular newsletters are two
broad base ways to communicate impact. On top of this base level of communication, you can layer on more
personal outreach for donors who have given higher amounts (or given to particular projects or funds).
Talk about the good work you have accomplished because of their support. Profile a donor or two, and tell their
story. Reach out to your donors with two-way communications that seek their advice, ideas, and questions. Poll
your donors. Hold group conference calls for them. Offer volunteer opportunities. In short, let them interact and
engage with your nonprofit
6. Create Opportunities for Personal Interaction
When it comes to building relationships, there’s no substitute for actually meeting people in person and talking to them!