Stewardship Techniques to Retain and Upgrade Major Donors
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
After nearly three decades in major gift fundraising, I've learned that securing a large donation is just the beginning. The real challenge - and opportunity - lies in nurturing those relationships for long-term impact. Today, I want to share some hard-won insights on stewardship techniques that can help you retain and upgrade your major donors.
The Challenge: Donor Attrition and Stagnation
In my early years as a development director, we struggled with donor attrition. We'd celebrate big gifts, only to see those donors drift away or maintain the same giving level year after year. Sound familiar? You're not alone. According to the latest Fundraising Effectiveness Project data, overall donor retention rates have dropped to just 41.54% in 2023. For major donors specifically, I've observed retention rates hover around 65-70% in many of my client organizations - better, but still leaving significant room for improvement.
Strategies for Success
Over the years, I've found that personalized, impact-focused stewardship is key to keeping major donors engaged and inspired to give more. Here are some techniques that have consistently delivered results:
Personalized Impact Reports: I've seen tremendous success with tailored reports showing exactly how a donor's gift made a difference. For example, one healthcare foundation I worked with saw a 30% increase in major gift renewals after implementing quarterly impact updates with specific patient stories and outcomes data.
Exclusive "Insider" Experiences: Invite major donors to see your work firsthand. I once counseled a client to organize a behind-the-scenes lab tour for their university's top supporters, resulting in three upgraded gifts within months.
Peer-to-Peer Engagement: Leverage your board and other major donors as ambassadors. In my experience, having a fellow philanthropist share their giving journey can be incredibly powerful.
Multi-Channel Communication: Don't rely solely on formal letters. I've found that a mix of personal calls, handwritten notes, and even text messages (for younger donors) keeps engagement high.
Proactive Problem-Solving: Address concerns before they become issues. I always encourage my clients to reach out if a project faces delays or challenges, turning potential negatives into opportunities for deeper donor involvement.
Case Study: The Power of Personalization
One of my proudest achievements was working with a mid-sized nonprofit to overhaul their major donor stewardship program. We implemented a tiered system of personalized experiences, from one-on-one field visits for top donors to small-group "impact dinners" hosted by the executive director. The result? Major donor retention increased from 62% to 83% over two years, and they saw a 40% increase in donors making additional gifts above their initial commitment.
Actionable Takeaways
Audit your current stewardship practices. Are they truly personalized or one-size-fits-all?
Implement a system for tracking donor interests and communication preferences.
Create a stewardship calendar to ensure regular, meaningful touchpoints throughout the year.
Involve program staff in donor communications to provide authentic impact stories.
Set clear upgrade goals for each major donor and develop tailored strategies to achieve them.
The Road Ahead
Remember, effective stewardship is an ongoing journey, not a destination. It requires patience, creativity, and a genuine commitment to your donors' philanthropic goals. I've seen organizations transform their fundraising results by prioritizing stewardship, and I believe you can too.
I'd love to hear about your experiences with major donor stewardship. What challenges have you faced? What strategies have worked well for you?
Drop your answers below. Let's continue this conversation and learn from each other's successes and setbacks.
Keep transforming,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Fundraising Transformed
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