What is Donor Stewardship
Once a donor has donated to your organization, the relationship that follows between the donor and the nonprofit is known as donor stewardship. In simpler terms, this could be referred to as relationship-building between the two parties.
Donor stewardship involves communication from the nonprofit’s end in order to keep the donor updated about how their gift has been used. This includes letting them know the impact their gift had, giving them updates regarding progress and showing them further opportunity for how they can get involved again.
In a manner of speaking, donor stewardship is about keeping your donor interested and engaged in your organization until they can be cultivated to give again.
A great way to do this, is to ask your donor targeted questions that can help you achieve two things;
- Help your donor see that you are genuinely interested in knowing more about them.
- Help you understand their motives and reasoning so you can personalize interactions.
What are Some Donor Stewardship Questions You Can Ask?
1. What Got You Interested in Our Organization?
Whether you are a small nonprofit with a single cause, or a larger one with multiple different or similar causes, this is a question that will give you a better insight to what your donor appreciates about your organization.
This will allow you to personalize your communication and engagement with the donor so you can target them for areas specifically pertaining to their interest.
2. What Inspired Your Donation?
This is another very telling question. It gives you an insight to what drove your donor to give a gift in the first place. This can be important information to utilize at a later date when you want to eventually ask for another donation.
Knowing what motivates your donor to give to your organization is a great tidbit of information to keep in your database to personalize thank you letters and show them that you are aware of their motivations and appreciate them.
3. What Was Your First Impression of Our Organization?
This question will allow you to understand what things apart from your organization’s mission made an impression on the donor. Once you’re armed with that information, you can continue to cultivate those aspects of your management or work on improving them.
4. Do You Have Any Suggestions to Make Our Organization Better?
This is always an important question to ask any donor. You are looking for ways to keep your donor engaged and identifying areas of improvement from them can help you in showing them that their suggestions matter and you are interested in keeping them around.
5. How Would You Like to Be More Involved?
There’s no better way to understand donor engagement than asking them yourselves! Keep their answers in mind and tailor donor engagement opportunities for them to ensure they stay interested.
With just a few questions, you’ll be able to get a better understanding of your donors and keep your organization on top of its donor stewardship game.