As development strategies have intensified in recent years, it is important for nonprofits to properly know how to steward these donors and their gifts. They are leaving a part of their legacy with you, and it’s only fair to engage these supporters.
During the 2011 Association For Healthcare Philanthropy (AHP) international conference in Boston, Mass., Katherine Swank, senior consultant at Target Analytics, offered her own principles for effective leadership based off of Kay Sprinkle Grace’s book Beyond Fundraising.
- Engage the donor immediately
- Don’t mix messages like sending a thank you with a gift ask
- Carve out a budget for stewardship
- Keep your stewardship in line with organizational image
- Determine what kind of involvement your planned donors want outside of making a donation
- Use current legacy donors to convey messages to potential legacy donors
- Tie stewardship program to the mission
- Focus on intangible rather than tangible benefits — make donors into investors
- Maintain stewardship even if planned gift donors decrease or stop giving
- Keep all your donors in your database unless they say otherwise
- Establish relationships between donors and program staff
What strategies are you using to strengthen your stewardship?