Great donor stewardship is more than just a simple 'thank you' note. It’s a key step in creating and maintaining relationships with the people who support your work. In fact, effective stewardship may be the difference between a one-time gift and a long-lasting support network: according to NonprofitPro, the number one reason donors do not give again after an initial donation is that they did not receive a thank you for their gift.
If you’re struggling to create a strong stewardship plan, think of donor outreach in terms of love languages. Love languages outline five ways romantic partners give and receive love: words of affirmation, physical touch, gift giving, acts of service, and quality time. This pop-psychology trend isn’t just fodder for first dates. Learning about love languages as they relate to fundraising can help you cultivate meaningful donor relationships to support your mission for years to come.
- Words of affirmation: Everyone likes to hear that they’re appreciated. Donors are no different! In addition to appreciation, they often want to know how their donation has been impactful for your organization. Many fundraising experts recommend reaching out to donors 24 to 48 hours after receiving a donation to share your appreciation and bring donors into your community. Consider creating a donor-appreciation email template that you can use to thank every donor that makes a gift to your organization, emphasizing how valuable their donation and support is to your organization’s ongoing work.
- Physical touch: While you could attempt to hug each and every donor (with their consent), it might be more effective to send out phyiscal thank you cards to your supporters! By combining a robust digital fundraising strategy with effective direct mail tools, you reach donors – from Boomers to Gen Zers – in new ways and bring in money that would otherwise be left on the table. For more, check out our team’s webinar about developing effective direct mail and digital strategies.
- Gift giving: Help your supporters give the gift of generosity! When deciding where to give, nearly a third of donors rely on recommendations from their friends and family. This means your donors have the power to spark generosity. And, you can empower them with the tools to start that spark. Develop sample language or a template that donors can use to share why they gave to your cause, encouraging other folks within their networks to give. When you thank them, offer that template as an easy way for them to share their support and make their generosity known.
- Acts of service: Perhaps your supporters are interested in ways to connect with your organization beyond donations. Are there volunteer opportunities you can share with folks looking to get involved and spend time with your organization? You could add your volunteer opportunities and events to GiveMN’s Opportunities page.
- Quality time: Spending time with your donors is a great way to learn about why they support your work and what drives them to give. According to Cat Clements, GiveMN’s Senior Fundraising Coach, quality time with donors can take multiple forms. You could create thank-you events for donors for donors to meet your team and learn more about the impact of their donation, a casual coffee chat to learn about their philanthropic interests, or even facilitate phone calls from your board members to say thank you!
As always, you know your audience best. For some organizations, quality time might work better for their team’s capacity and donor audience. For others, words of affirmation might be the strategy to focus on. What’s important is that your organization customizes its stewardship strategy for your community. Hopefully, thinking about donor stewardship in terms of love languages is a helpful first step to get you started on your journey of connecting with your donors. For more stewardship tips, explore our library of Learn-Along webinars or read through our GTMD Guide to Stewardship.