by Susanna Fontenot

Stewardship is the heart of fundraising – it’s about nurturing relationships, not just securing gifts.    

I think of donor stewardship as a well-tended garden. Consistent care leads to long-term growth. 

For every email or thank you note I write, I consider where that piece of communication falls within the broader scope of fundraising. I’m thinking about messaging strategy, a development plan, and goals we want to achieve. 

Let’s explore key strategies for donor stewardship and seasonal opportunities for creative outreach year-round!   

A well-kept garden requires patience, care, and thoughtfulness, just as a thriving donor relationship does.  

We wouldn’t plant a seed then set it to the side and walk away without providing water and sunlight, expecting it to grow. In the same way, we shouldn’t expect to ask for a gift or accept a gift, without nurturing the donor relationship.  

The Roots: Understanding Donor Motivations 

Start with what drives your donors. Is it a personal connection to your mission? Is it an impression you left with the impact of your programs? Is it the recognition they received from you when their initial gift was made?  

Think of ways to uncover insights about your donors that might help you plan and execute the intentional communications they deserve.  

Donor surveys are invaluable – yet too many organizations overlook them. With a little finesse, you might be surprised by the response rates you get because they’ll feel seen and appreciated.  

You can tell all or a subset of your donor file that you’d like to learn what drives them so you can offer more personalized, powerful ways to have an impact at your organization. Invite donors to answer a few brief but relevant questions about what motivates them to give.  

Personal interactions and feedback loops are also incredibly helpful for learning about what motivates or drives your donors. Invite your donors for a get-to-know-you chat (this can be done virtually over coffee or tea!), and you’ll discover things you didn’t know you needed to know.  

The Watering Schedule: Consistent, Meaningful Touchpoints 

Timeliness matters. We water plants so they won’t wilt, and we need to nurture donors after a gift is made so they know they are appreciated and how their contribution is being used.  

Implementing a structured stewardship plan does not have to be complicated. Here are some bottom lines you can use and build upon. 

📞 Thank-you calls, voice memo, or quick gratitude video within 24 hours of a gift. 

This simple habit can have a lasting impact. When a gift is received, prioritize a quick call, voice note, or even a 30-second video shower the donor with personal appreciation.  

💌 A letter of gratitude corresponding with your campaign, or handwritten note within one week of a gift.

Whenever we run a campaign, we want to make sure the gift acknowledge corresponds with that campaign.  When people give to your campaign, they are responding to your message.  Sending your “general gift acknowledgement” breaks the message cycle, whereas an acknowledgment relating to your campaign allows you to close out the story with your donor.

If you elect to send a handwritten note or include one on your formal gift acknowledgement, as much as possible, connect their gift to a person or program where the impact is tangible. One paragraph takes less than five minutes, and it goes a long way. Don’t consider yourself a writer? Use a writing prompt or an AI-assisted tool to draft, then personalize it to match your tone. 

📊 Monthly or quarterly impact updates.

Think mailed impact reports or e-newsletters. All are donor-focused to communicate the power of their gifts. Share one success story or testimonial from someone whose life is better because of your programming. Lacking an eye for design? Canva has easy-to-adapt graphics you can adjust, quickly putting in your brand colors and logo marks. 

🫱🏻‍🫲🏾Personal outreach from board members or beneficiaries. 

When I was a teacher, I asked family and friends to help stock a classroom library with diverse books for my students through DonorsChoose. A required step in that process was having my students handwrite thank you cards to send to everyone who donated. 10 years later, I distinctly remember the grateful, emotional response one of my donors sent after receiving their thank you. A note of appreciation means so much more when it comes from those who benefit from a gift. 

Leveraging Seasonal Themes for Creative Donor Outreach 

While each season brings new opportunities for a gardener, your development office has a chance to engage donors in fresh and meaningful ways throughout the year. Use the calendar and get creative!  

February: Love Your Donors Month 💕

• Send handwritten valentines or impact postcards with heartfelt messages. 

• Share a ‘Donor Love Story’ in a monthly newsletter or social media post highlighting a supporter’s impact. 

• Use the month to reconnect after year-end and plan ongoing donor appreciation.   

May: Shower Your Donors with Love 🌺

• Delight donors with a small token (branded bookmark, digital thank-you video, or exclusive content). 

• Host a gratitude garden party or virtual appreciation event. 

• Feature a “Behind-the-Scenes” look at donor impact stories. 

August: Back-to-School Thank Yous 📝

• Have program participants write thank-you notes. 

• Say “thank you” with branded notepads or pens for donors. 

• Share a Donor Impact Syllabus outlining the exciting initiatives their gifts will support in the coming months.   

November: Gratitude Month  🙏🏻

• A thank-you campaign leading up to Giving Tuesday. 

• Launch a social media campaign where beneficiaries share appreciation messages. 

• Have board members record brief videos expressing gratitude to donors. 

Stewardship as an Ongoing Practice 

An ongoing commitment to stewardship is one crucial piece of the development puzzle. It takes occasional effort to maintain an attitude of gratitude, but the dedication to building a solid foundation will pay off in the long run. Using a thoughtful, structured plan to steward and engage your donors will deepen relationships.  

There’s a saying in fundraising, “People give to people.” Keep this in mind when you’re picking up the phone for a gift acknowledgment call or putting pen to paper for a thank you postcard.  

Ready to get started? Here’s your February challenge: identify one new stewardship touchpoint to implement this quarter! Write it down, share it with a colleague, or post it where you’ll see it daily. We’re cheering you on!