Stewardship or Friendship? Why Both Need Attention to Thrive!

Hey nonprofit leader, what's keeping you awake at night? A donor stewardship plan is like the ultimate friendship guide – it's all about nurturing relationships with your donors to keep them feeling valued, appreciated, and eager to stick around. After all, the last thing you want is for your donors to feel like they’re only good for their wallets. That’s where a solid stewardship plan comes in.

Think of stewardship as your organization's way of being a good friend. It’s the consistent "check-in" that keeps your relationship going strong. And yes, it’s also a strategy! The goal? Keep those donors engaged, happy, and giving.

Ready to map out a plan that turns donors into lifelong pals? Here are five steps to get you there:

1. Know Your Donor ‘Types’

Not all donors are created equal (and that’s a good thing!). Grouping your donors lets you personalize your outreach, so they feel special. Think of it like organizing your friends – you’ve got your new friends, your loyal buddies, and the ones who are always there for you in a big way (major donors!).

New Donors: They’ve just shown up to the party. Make them feel welcome and let them know what you’re all about.

Loyal Donors: These are your regulars, popping in more than once. With the right TLC, they’ll stick around longer and maybe even up their game.

Major Donors: The VIPs. They’re giving more than most, so give them a little extra attention. (And maybe a few behind-the-scenes perks.)

2. Choose Your Stewardship ‘Moves’

Let’s be clear—stewardship isn’t the same as cultivation (aka asking for more money). Think of it like this: Would you ask a friend to help you move if you haven’t spoken in months? Yeah, didn’t think so! Stewardship is the hangouts and check-ins that happen in between.

So, instead of grabbing brunch or hitting the movies with your donors, try:

- Hosting appreciation events – think site tours, coffee dates, or casual meetups.

- Sending impact reports showing what their donations have achieved.

- Shouting them out on social media and newsletters.

Tailor these activities to your organization’s size and donor categories, and you’ll build a program that feels personal and meaningful.

3. Map It Out With a Stewardship Matrix

A donor stewardship matrix is your relationship road map. It tells you how and when to reach out to different types of donors.

In your matrix, jot down:

- Stage: Is this an acknowledgment or an update?

- Method: Email? Call? Snazzy social post?

- Timeline: When are you doing it?

- Donor Category: Is this for new donors or your major ones?

- Staff Member: Who’s handling the outreach?

Pro tip: Keep a calendar handy to make sure you’re on track and never leave a donor hanging!

4. Tweak and Tinker Along the Way

No relationship is perfect (even the best ones). That’s why it’s important to get feedback and adjust your stewardship strategy. Ask your donors for their thoughts—what do they like, and what could be better? Check with your team for ideas, too.

Use that feedback to improve. Maybe your supporters aren’t clear on your mission or the impact of their gifts. Take the chance to fine-tune your communications.

By treating donor stewardship like a true relationship, you'll not only keep your donors happy, you'll also create a community of supporters who can’t wait to help you succeed and, you might find that you will sleep better at night.

Want more tips? Let's chat. I’ve got a few tricks up my sleeve to help your donor retention skyrocket!