If your donors were to open a stewardship email from you today, would they remember what it said tomorrow? Or even five minutes later?
Studies have estimated that people see an average of around 100 ads per day. While donor stewardship messages aren’t technically ads, generic and bland communications look just like boring ads to recipients. This means your outreach won’t stand out among the hundred other messages supporters are exposed to every day.
In this guide, we’ve compiled a list of seven standout donor stewardship ideas that will make your outreach memorable and meaningful for your audience.
1. Handwrite your thank-you letters.
In the era of digital communications and AI, a handwritten letter stands out in supporters’ mailboxes. It shows them that someone at your organization took the time to put pen to paper and write out how much their support means to your mission. Above all, it communicates, “We see you. You matter to us.”
One study even found that handwritten communications can increase response rates by 346 times and achieve 99% open rates.
However, unless you have a large volunteer pool, you probably won’t have the time to write every thank-you letter you send by hand. Instead, identify a few donors who have gone above and beyond—such as a long-time monthly donor or a new major donor—and send handwritten thank-you notes or letters to these individuals. In the letter, express your appreciation for their support and describe the impact it has had on your organization.
For letters you send to other donors, add a personal touch by asking your organization’s fundraising director or another leader to handwrite the sign-off.
No matter how you write the letters, always address donors by name and reference their specific donation amount. Pull this information from donor profiles within your donor management software system to ensure accuracy. This shows supporters that you appreciate the impact that their specific donation has made.
2. Plan a special event.
Events offer an exciting opportunity to bring supporters together in one place to celebrate your mission and be recognized for their contributions.
Here are a few engaging events that you could put on to thank donors:
- A virtual or in-person walk-a-thon that’s part celebration, part appreciation event, and part peer-to-peer fundraiser
- An appreciation gala or dinner at a unique location, such as the local zoo or aquarium
- An educational event bringing together experts in your nonprofit’s field to share their insights with your supporters
- A thank-a-thon, where volunteers and staff members call as many donors as possible in 24 hours to express appreciation
As with your other fundraising efforts, you’ll need a comprehensive marketing strategy to communicate with donors and encourage them to participate in your events. Use multiple communication channels, sell branded merchandise ahead of time, and offer attendees incentives like raffles or giveaways to spark excitement.
3. Call donors.
Calling donors is a special, personal touch you can add to your donor stewardship approach. Donors will appreciate the fact that you’ve taken the time to chat with them and express your appreciation.
Use these calls as opportunities to get to know your donors. Ask them what drew them to your mission, what inspired them to start giving, and how they see themselves staying involved with your organization in the future.
From there, offer donors ways to engage with your cause that appeal to their interests and preferences. For example, if you learn that a donor is particularly interested in attending more running events in the future, share information about your upcoming 5K and fun run.
Remember: The sooner you call donors after they make a donation, the better. According to a Bloomerang study, donors who receive one phone call within 90 days of their donation are retained at a rate of 41%. That number jumps to 58% if donors receive more than one call in the 90-day period.
4. Schedule in-person meetings.
Like phone calls, in-person meetings offer the added benefit of being able to speak directly with donors, helping form stronger, authentic relationships.
To prepare for donor meetings, your fundraising staff should:
- Send a calendar invitation with details such as the meeting’s date and location.
- Prepare a handwritten note, photo book, or another physical token donors can take home to remind them of your gratitude.
- Open the door for future engagement by inviting the donor to an event, volunteer opportunity, or other upcoming experience.
While you’re likely used to just scheduling in-person meetings with major and legacy donors, we also recommend expanding your reach to include dedicated mid-tier donors. Many mid-tier donors have the capacity to become major or planned donors, and an in-person meeting could be the inspiration they need to take their donations to the next level.
5. Create a donor recognition wall.
A donor recognition wall publicly displays donors’ names and donation amounts or levels. This wall can be physical or virtual:
- A physical donor recognition wall is typically a large display at your nonprofit’s headquarters or facilities. It can be made of any type of material, but common options include glass, brick, or a series of plaques. You can also choose to display your donors’ names on a digital screen.
- A virtual donation wall is typically a website page that lists donors’ names and contribution levels. This page may include various multimedia elements, such as videos, data visualizations, and photos, to enhance engagement.
Choose your donor recognition wall type based on your nonprofit’s work and available resources. If your nonprofit has a building that donors and other community members are free to walk through, a physical donor wall can be a great reminder of what donor support means to your organization. On the other hand, if your supporters are spread out across the country or the world, an online donor wall might be the best option.
6. Regularly ask for donor feedback.
Most donors expect to receive a receipt or acknowledgment email, along with a message of gratitude, after making a donation. Go above and beyond with your stewardship by also asking for their feedback.
When you ask for their take on your organization, supporters will feel like valued partners in the work you do. Send donors feedback surveys with questions such as:
- Why did you choose to give?
- On a scale of 1-10, how convenient was the donation process? How could we make the process more convenient?
- Do you feel you have a strong understanding of how your donation will be used?
- How likely are you to donate to our organization again?
Where possible, adjust your donation or communication processes based on donors’ responses. This helps create a donation process that appeals to supporters’ preferences and needs, making it more likely that they’ll give again.
7. Send a unique gift.
Your donors give because they support your nonprofit’s mission, not because they expect something in return. However, it never hurts to send supporters a small token of appreciation to let them know you’re thinking of them.
These gifts might include:
- Free merchandise, such as a branded t-shirt, hat, or mug
- A gift card or coupon book for local businesses
- A free publication, such as your quarterly magazine
- A gift basket with a variety of small items
- An email with a link to an online catalog, where they can choose their own small gift item
These gifts should be unexpected, so don’t send them only after donors make a contribution. Spontaneous gifts should make donors feel appreciated all the time, not just when they donate.
Wrapping up
Memorable donor stewardship efforts are much more impactful than your routine, run-of-the-mill outreach efforts. When you create a rewarding, transformational donor experience, it will be much easier to retain donors over time.
