The Complete Guide to Great Major Donor Stewardship 

Many nonprofits struggle with major donor stewardship. They want to retain major donors but find it difficult to engage them after the initial gift. The reasons for this vary, but a common theme is that supporters want to feel connected to the nonprofit’s mission and programs.

Truly great donor stewardship is both an art and a science. It’s not just about connecting with donors on an emotional level; it’s about engaging them in a way that adds value to their lives and shows them the impact of their philanthropic efforts. The best organizations have mastered the art of donor stewardship and use that knowledge to grow their fundraising programs year after year.

What Is Stewardship?

Stewardship is the process of maintaining donor relationships throughout the entire gift cycle. A major donor stewardship program helps you engage with supporters on a personal level, nurture and motivate them to give more over time, and retain them as long-term givers.

A key part of fundraising stewardship is ensuring that those who have donated to your cause are updated on how their funds are being used. This requires regular communication with contributors and providing a clear picture of how much has been raised, where it is going, and what impact it is making.

Fundraising stewardship is an essential component of philanthropy. It develops trust between supporters and charities while cultivating a culture of ethics and accountability, giving donors confidence that their money will be used as directed.

The 5 Key Steps for Great Major Donor Stewardship

Step #1: Thank Your Donors

When it comes to stewardship, donors are not just the recipients of your gratitude but active participants. In a great stewardship program, all parties involved—the donor, the charity, and the fundraising staff—contribute equally to the relationship.

The first step in any great stewardship program is to demonstrate your appreciation. After all, donors are the reason the organization can operate and make a difference in people’s lives.

Thanking your supporters is crucial. And it isn’t enough to simply say “thank you” and move on—you need to show them how much they mean to you and your organization.

Common methods to express thanks include:

• Sending a handwritten note
• Acknowledging donations in a newsletter
• Thanking contributors during your major donor events

It’s important to be consistent with your messaging and align your communications with the donor’s preferences.

Thanking contributors is a key element of good stewardship, and it’s not just a one-time task. It’s an ongoing process. Don’t forget to send thank-you letters and follow up with phone calls.

Donors need to hear from you often; the more you connect with them, the more likely they are to give again.

Step #2: Recognize Your Donors Publicly

Acknowledging the people who support your organization is essential. Consistently recognizing donors throughout their relationship with your organization shows them their generosity is valued.

Forms of recognition include:

• Listing contributions in annual reports
• Inclusion on major donor walls or plaques
• Acknowledgments in speeches
• Mentions on social media

Building relationships after a major gifts donation often starts with public acknowledgment. Whether it’s a $1,000 donation or a $100,000 gift, people feel appreciated when their contributions are recognized. This is also a great opportunity to involve your board of directors in stewardship efforts.

Step #3: Inform Your Donors

Keep major donors informed about what’s happening in your nonprofit—even outside their areas of interest. A great way to do this is by sending a regular newsletter, preferably one that’s mailed to their home.

In addition to keeping donors informed, newsletters help maintain your organization’s visibility in their lives.

If you don’t stay in touch, supporters may drift away, forget about your organization, or give to another charity. By sending newsletters, you remind donors of who you are and why they care about you—even if it’s been months since they last thought about your nonprofit.

Step #4: Show Your Donors Your Outcomes

Effective major donor stewardship includes showing donors the outcomes of their gifts. This could be a progress report on a funded project, a photo, or a thank-you letter from a scholarship recipient.

Typically, you wouldn’t update donors on every small step of a project. Save communications for major milestones, such as the completion of a construction project or a program launch. However, if a donor wants frequent updates, accommodate their preferences as much as possible.

Common ways to show outcomes include:

• Demonstrating how their donation has helped achieve goals
• Including supporters in major donor events
• Sharing your annual report
• Featuring donors on social media

Let your donors see that their gifts were well spent and that your work relies on their continued support.

Step #5: Ask Again

A healthy stewardship program doesn’t wait until the organization needs money to ask for another gift. Instead, it begins by showing donors how their contributions are being used and continues by inviting them to support the next project.

Using storytelling in your nonprofit stewardship can elevate your efforts.

How Well Are You Stewarding Your Major Donors?

Take a moment to evaluate the quality of your major donor stewardship.

• When was the last time you thanked your donors?
• How were they thanked?
• Are major donors recognized in annual reports, speeches, or on social media?
• Do you keep donors informed about your organization’s activities?
• Have you shown donors the outcomes of their gifts?
• When did you last ask them for another donation?

Major donor stewardship doesn’t have to be complicated, but it does need to be a consistent priority.

Conclusion

Stewardship means more than asking for donations. It’s about showing donors how their money is being spent, explaining how they’ve helped you achieve your goals, and giving them opportunities to feel like part of your organization’s achievements.