For NFPs with limited time and resources, effective donor stewardship does not need to be complicated. A prompt, personal thank you can be the start of a stronger relationship.
For many, fundraising naturally focuses on the next appeal, campaign or major gift. But what happens after someone gives?
That period between donations is where organisations can build the relationship that encourages supporters to stay connected.
Donor stewardship is simply the practice of thanking supporters, showing them what their contribution achieved and keeping them connected to the organisation beyond the next fundraising request.
It does not require a large team or an elaborate programme. Often, the most effective actions are simple.
Start with a timely thank you
The first opportunity comes immediately after a donation.
Research into donor relationships has found that acknowledging a gift can strengthen the relationship between a donor and an organisation. Fundraising consultancy CCS recommends acknowledging gifts within 24 to 48 hours, with the approach adjusted to the nature of the relationship and size of the gift.
For a small NFP, this does not mean every donor needs a phone call from the chief executive. A short personal email can be enough. The important thing is that the acknowledgement feels like a genuine response to the person’s contribution rather than an automated receipt.
For donors a staff member already knows, that could be a quick message or phone call. For someone new to the organisation, a brief email can acknowledge the gift and explain what their support will help make possible.
The formal receipt still matters. But it should not be the only communication a donor receives.
Make the thank you specific
A generic “thank you for your support” is better than silence, but a specific message can do more to reinforce the relationship.
Mention the programme, service or outcome the donor is helping to support. For example, instead of simply thanking someone for a donation, an organisation might explain how their contribution will help provide meals, fund a counselling session or support a young person through an education programme.
Be accurate. Organisations should not promise a particular outcome unless they can substantiate it.
Personalisation also does not mean writing an entirely different message for every donor. Donor information can help teams tailor communications according to giving history, interests and preferences.
Show what happened next
Thanking someone for giving is only the beginning. Donors also want to understand what their support has made possible. Impact updates close the loop between the donation and the organisation’s work. CCS recommends using updates, reports, newsletters, stories and other communications to show tangible results.
That does not necessarily mean producing a lengthy impact report. A short story, photograph, statistic or update can show progress.
For example:
- a community centre can share how many people accessed a new service;
- an environmental organisation can report on the area restored through a project;
- a food relief organisation can explain how a programme responded to increased demand.
The strongest updates are clear about what happened without overstating the role of an individual donation.
Keep talking between appeals
One of the easiest mistakes in fundraising is allowing communication to become a cycle of ask, thank, ask.
Candid recommends creating a donor engagement calendar so organisations can plan meaningful contact throughout the year rather than communicating only when they need money.
That contact might include:
- an update from a programme team;
- a story about the people or communities an organisation works with;
- an invitation to an event;
- a volunteer opportunity;
- a behind-the-scenes look at the organisation;
- a survey asking supporters for their views; or
- a simple message recognising a milestone.
Not every interaction needs to lead to another donation. Donors should be able to see that an organisation values their involvement, not just their financial contribution.
Use the channels you already have
Small teams do not need to be everywhere. Email may be the most practical way to communicate regularly with supporters. Social media can provide another way to share stories and invite people into the organisation’s work. Phone calls, letters and face-to-face conversations may be more appropriate for particular supporters.
Candid recommends choosing a communication frequency that matches an organisation’s capacity while keeping messages relevant and personal.
Aim for consistency rather than volume. A small organisation that sends one useful update each month may build a stronger relationship than one that sends frequent messages with little substance.
Give donors ways to participate
A donor relationship does not have to remain financial. Supporters can volunteer, attend events, share an organisation’s work, offer professional expertise or introduce others to the cause.
These opportunities give donors a way to engage with the mission beyond making a payment. Candid identifies non-financial engagement as one way small organisations can deepen relationships with supporters.
The right opportunity will depend on the donor. Some will want to be closely involved; others will prefer to support quietly. Organisations should make those choices easy rather than assuming every donor wants the same experience.
Make stewardship manageable
Good stewardship can quickly become another overwhelming task if an organisation tries to do everything at once. A better approach is to build a simple process around the moments that matter.
For example:
Within 48 hours: acknowledge the gift personally.
Within the next few weeks: share a relevant update about the organisation’s work.
Throughout the year: provide useful stories, invitations or opportunities to engage.
Before the next ask: consider what the donor has already received from the organisation and whether the next communication is relevant.
A donor database or CRM can help track these interactions and prevent supporters from being overlooked. But technology should support the relationship, not replace it. Candid recommends keeping donor information up to date, while other sector guidance highlights the role of donor data in tailoring communications and recognising important milestones.
Measure whether it is working
Stewardship should ultimately be connected to donor retention. Organisations can track how many donors give again, how long supporters remain engaged and whether different groups respond differently to communications.
The exact measures will vary between organisations. What matters is establishing a baseline and looking for patterns over time. A simple question can be a useful starting point: Are more of our supporters staying connected with us?
Retention is important because replacing donors requires ongoing effort and resources. Sector research and fundraising guidance consistently identify donor retention as a significant challenge, while emphasising the value of strong relationships between gifts.
The five-minute habit
For a small NFP, donor stewardship does not have to begin with a new strategy, software system or large budget. It can begin with a notification when a donation arrives. Take five minutes. Read the donor’s name. Check their history if you have it. Send a genuine thank you. Mention what their support will help make possible. Then, before the next fundraising appeal, find another reason to contact them that has nothing to do with asking for money.
The five-minute gesture is not the whole stewardship strategy. But it can establish the habit that makes the rest possible.
Donors are more than transactions. The organisations that treat them that way have more opportunities to build lasting relationships around the work they share.
Ritchelle is Content Team Manager at Akolade, producing stories for Australia's not-for-profit sector at Third Sector.
Trending
Popular
