Steward Your Superheroes
Sending a standard thank you note to a donor after their gift is received is important, but in order to ensure a donor continues to give, a more advanced strategy is required. The first step for any organization is to organize their donors based on their giving pattern. Treating every donor the same is an ineffective strategy; however, the more you segment your populations, it could become inefficient. Here are a few segmentation categories to consider and early action steps to take to steward your donors.
New Knights (first gift within 36 months)
New Donor Welcome Packet (within 14 days)
New donor welcome packets are incredible ways to inform first-time donors about your organization. Consider including a Summary of Services, your recent newsletter, the acknowledgment letter for their gift, and a small token of appreciation (decal, keychain, etc.).
Handwritten Note From Leadership (30 days after welcome packet)
This note should be written by a member of your leadership team – your Executive Director would be ideal. This note should be legible, acknowledge that this is the donor’s first gift, and should not sound generic.
Invitation to Give Again (45 days after handwritten note)
As counterintuitive as it may feel, donors who give for the first time and are appropriately stewarded are likely to give again. Consider sending these donors a “soft ask” such as an invitation to join your recurring gift program. Don’t wait more than three months to ask for another gift!
Renewed Heroes (gift 2018, no gift 2019, gift 2020)
Standard Thank You Letter With Acknowledgement of Reactivation
Consider crafting a specific acknowledgment letter that clearly mentions that this donor is “coming back” to your organization. You want donors to feel “seen” and also encourage them to keep giving to you.
Handwritten Note From Leadership (30 days after welcome packet)
This note should be written by a member of your leadership team – your Executive Director would be ideal. This note should be legible, acknowledge that this donor “returned” to your organization, and should not sound generic. Consider mentioning an organizational achievement since their last gift.
Consistent Champions (two or more gifts in the calendar year 2020)
Standard Thank You Letter With Acknowledgement of Their Level of Commitment
Donors who give to your organization more than one time a year (and are not part of your recurring gift program) are showing an incredible level of commitment. Consider developing an acknowledgment that clearly states this is the second gift in this calendar year and thanks them for that level of commitment. These are your best prospects, work tirelessly to bring them closer to your organization.
Invitation to Join Recurring Gift Program
For many donors, they don’t realize that there’s an opportunity to make a recurring gift to your organization. If you have a recurring gift program, send an invitation to these donors to join this giving club. Be sure to highlight the convenience for the donors and the increased impact this donor could have on your organization.
Soaring Stars (increased gift in calendar year 2020 than 2019)
Standard Thank You Letter With Acknowledgement of Their Increased Level of Commitment
Donors who increased their total giving in 2020, compared to 2019, are showing an incredible level of commitment to your organization. Consider developing an acknowledgment that clearly states this fact and thanks them for that level of commitment. These donors have the greatest potential to become major gift donors to your organization. Stewardship will be key as they work through the donor pipeline.
Volunteer Phone Call
These individuals need to feel special and having a board member or other trained volunteer call to say thank you is a smart strategy. These calls should not be about soliciting another gift, just merely to say thank you and engage in a conversation.
Major Gift Action Track
Donors who are consistently increasing their gifts should be considered for long-term major gift cultivation. Executive Directors (or Development Staff) should be working to engage these donors in a meaningful way while also qualifying for a major gift.
Remember, you should and can automate stewardship!
About the Author
Michael J. Buckley, CFRE is a career fundraising professional and Founder and Managing Partner of The Killoe Group. His firm assists nonprofit organizations increase revenue, exposure and capacity through smart, data driven, successive decisions and effective planning. Mike’s experience and passion for the profession of fundraising have made him a sought-after speaker, consultant and presenter. The Killoe Group’s broad experiences include annual campaign audits and management, capital campaign leadership, feasibility studies, interim program leadership, board governance, strategic planning and capacity building.