About the author:

Susan O’Leary is Director of Research and Product Development for CharityAmerica.com.  A member of the Boston College development team for many years, she served as Director of Parent Programs, was the first Manager of Donor Relations, and worked as a prospect research analyst while earning an MSW at the Graduate School of Social Work.  Susan lives in West Roxbury, MA with her husband and three Cavalier King Charles Spaniels - Simon, Emily, and Jasmine.

David R. Dunlop, a development officer for Cornell University from 1959 until his retirement in 1997, founded the university's major and principal gifts programs.  Years ago, it was my pleasure to be assigned to Dave’s group at a CASE Conference at Dartmouth.  Each time I hear him speak I am reminded of the standards of excellence to which we can all aspire.

Peter Drucker’s Managing the Non-Profit Corporation:  Principles and Practices

Stephen Covey’s The Seven Habits of Highly Effective People

Jerold Panas’ Mega Gifts:  Who Gives Them, Who Gets Them

CASE (Council for Advancement and Support of Education) web site:  http://www.case.org

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Donor Relations Survey

Effective Stewardship and Donor Relations

Whether you are preparing a letter, engraving commemorative plaques, or designing a donor recognition booklet, courtesy and enthusiasm for your cause must be the reigning themes.  Because we all receive too much mail, too many telephone calls, and so many requests for commitments, the challenge for stewards of donor relation programs is to move the recipient to actually read, appreciate, and act upon the message.  Saying “thank you” in a thoughtful, respectful, and unique way IS marketing at its best.  This is your opportunity to honor your donors and prospects, spread the word about your successes, and engage your constituents in future projects.

Five Stewardship Truths

1. Know your audience.  
   Stewardship is definitely not “One Size Fits All.”  Your constituents know a “canned” or form letter.  They may actually remember it’s the same letter you sent last year with a new date.  Decide which mode of communication will have the greatest impact – a letter, a postcard, a personal visit, or possibly even an email?  Do your research; discover your donors’ special interests so you can tailor your approaches to capitalize on what’s important to them.
   
2. Be timely.  
   The time to thank someone for a gift must be long before you ask for another gift. Strategic interim moves help create lasting relationships with donors and prospects.  They know they are important to you because you keep in touch, when it’s not expected and when you are not asking for financial support.  Special events, annual reports, personal visits, advisory committees, informational surveys, and newspaper articles about your achievements provide valuable opportunities for stewardship action.  Your donors will actually open the mail that you send.
   
3. Be respectful.  
   Mean what you say!  Appearance does count.  Donors and volunteers are very much aware that word processing and mail merges produce letters efficiently.  If the number of letters being prepared is small, it is easy to insert a personal line or two once the merge is completed (obviously, before it’s printed).  If the volume is large, the originator of the letter can add a hand written note and hand address an envelope or two.  Whatever method you use, check the spelling of the recipient’s name and use the proper salutation.   Nothing disappoints more than an incorrect or misspelled name.  Check every letter to make certain that the printing is properly formatted and attractive.  The elegance is in the details, and less can be more.  Say it succinctly.
   
4. Be specific and report results. 
   Donors love to know how their gifts made a difference (or why, if they make a gift, that it would).  When appropriate, ask someone who benefited from the gift to write a letter, make a call, or attend a recognition event that honors the donor.  Provide both qualitative and quantitative information that’s descriptive, brief, and written in the active voice.  Try it.  It’s so much more interesting to read.
                
5. Capture their imagination and engage your audience in future projects. 
   For example:  Because of your generosity, seven excited children attended Seussical the Musical last Sunday afternoon.  Emily remarked,  “I never knew the Cat in the Hat was such a great dancer!”  Wait until we take her to see CATS!  Perhaps you would like to join us next time. 

Excellence in stewardship requires creativity and vigilance (made easier with technology).   The result is “win-win” solutions.  Your donors feel valued and appreciated for their contributions.  The recipients of their philanthropy, whether it’s people, bricks and mortar, or programs, can strengthen your organization and enhance your mission.  Donors become interested in supporting future endeavors.  Expect to be energized by your donor relations successes and strive to increase your capacity to deliver quality products.  You care enough to send the very best because you always ask, “Would I enjoy receiving this?”

Before you send your next stewardship communication, ask yourself (and several colleagues):

• Am I addressing the interests of my audience?            
• Is this the best time to send this particular piece?            
• Does this letter have eye appeal?            
• Have I used the correct salutation and spelled names correctly?            
• Did I provide new and interesting information?            
• Did I suggest future involvement?            
• And most importantly, would I enjoy receiving this?        

If so, send it.  Track the results, and expect to be inspired by the response!