Strategies for Major Donor Stewardship
Scaling Major Gifts. Strategies, action steps, and ideas for scaling major gifts by Tammy Zonker, Major Gift Expert & Keynote Speaker.
In my nearly 30 years working in nonprofit development, one truth has remained constant: stewardship is the lifeblood of donor relationships. As major gift officers, development directors, executive directors, and board members, you know how critical it is to not only secure major gifts but also nurture the relationships behind them. In this edition of Scaling Major Gifts, I want to share insights on how you can weave stewardship touchpoints into your annual strategy to deepen donor connections and drive long-term support.
Why Stewardship Matters
From my experience, stewardship isn't just about saying "thank you"—it's about creating a meaningful journey for your donors. When donors feel appreciated and see the tangible impact of their gifts, they’re more likely to stay engaged. According to the 2024 Association of Fundraising Professionals (AFP) Fundraising Effectiveness Project, organizations with strong stewardship programs see donor retention rates as high as 62%, compared to just 45% for those with weaker practices. This gap underscores the importance of consistent and thoughtful engagement.
Common Challenges in Donor Stewardship
Over the years, I've seen nonprofits face recurring challenges when it comes to stewardship:
Inconsistent Communication: Many organizations fail to maintain regular touchpoints with major donors beyond solicitation periods.
Lack of Personalization: Generic updates or acknowledgments can leave donors feeling undervalued.
Reactive Strategies: Without a proactive plan, stewardship often becomes an afterthought rather than a priority.
Resource Constraints: Smaller teams may struggle to execute robust stewardship plans due to limited bandwidth.
Sound familiar? These challenges are widespread but entirely solvable with intentional planning.
Strategies for Success
Let me share some practical approaches that have worked well for nonprofits I've consulted with:
Create a Stewardship Calendar:
Map out key touchpoints throughout the year. For example:Quarterly impact reports tailored to major donors.
Invitations to exclusive events like behind-the-scenes tours or project updates.
Personalized holiday greetings or milestone acknowledgments.
Segment Your Donors:
Use donor management tools like Bloomerang or DonorPerfect to segment donors based on giving levels, interests, and communication preferences. This allows you to tailor outreach and ensure every interaction feels personal.Leverage Leadership:
Major donors appreciate direct engagement from senior leadership or board members. A handwritten note from your executive director or a phone call from a board member can leave a lasting impression.Show Impact Creatively:
Share compelling stories through videos, infographics, or case studies that highlight how their contributions have made a difference. For instance, one nonprofit I worked with created personalized video messages from beneficiaries thanking major donors—it was transformative.Solicit Feedback:
Regularly ask donors for input through surveys or one-on-one conversations. This not only shows you value their opinions but also helps refine your strategy.
Case Study: Turning Stewardship into Retention
One organization I advised implemented a robust stewardship plan that included monthly updates and quarterly calls with major donors. Within two years, their donor retention rate jumped from 37% to 58%. They used Bloomerang’s donor segmentation tools to identify top supporters and tailored their communications accordingly. By focusing on personalized engagement and impact reporting, they cultivated deeper relationships that led to increased gift sizes over time.
Recommended Tools
To streamline your stewardship efforts, consider these donor management platforms:
Bloomerang: Excellent for tracking donor retention metrics and automating personalized communications.
DonorPerfect: Offers robust reporting tools and customizable donation forms.
Givebutter: Ideal for integrating with existing fundraising platforms and tracking engagement.
These tools can save time while enhancing your ability to connect meaningfully with donors.
Actionable Takeaways
Here are steps you can implement today:
Develop a year-long stewardship calendar with specific touchpoints.
Segment your donor base using CRM software for targeted outreach.
Commit to sending personalized thank-you notes within 48 hours of receiving major gifts.
Regularly report on the impact of donations using creative storytelling methods.
Host exclusive events or tours for major donors to deepen their connection to your mission.
Closing Thoughts
Stewardship is not just an obligation—it’s an opportunity to build lifelong partnerships that sustain your mission. In my experience, the nonprofits that excel are those that prioritize relationships over transactions. As you refine your annual strategy, remember that every touchpoint is a chance to inspire loyalty and trust.
I’d love to hear how you’re incorporating stewardship into your work—what’s worked well for you? What challenges are you facing? Let's connect on LinkedIn and keep this conversation going so we can learn from each other and continue making an impact together.
Keep transforming,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Fundraising Transformed
ps – If you're thinking about a capital campaign, let's explore your vision together. Schedule a complimentary strategy session with me to discuss your campaign goals and how we can help bring them to fruition.
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