good to great: donor stewardship makes the difference · a central america a middle east is there a...

Good to Great: Donor Stewardship Makes the Difference Phyllis Freedman, SmartGiving

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Good to Great:

Donor Stewardship Makes

the Difference

Phyllis Freedman, SmartGiving

What is stewardship?

• The most neglected function in fundraising

– Only 25% of donors who had informed a charity of

their bequest intention were treated any differently as a

consequence*

• Not a pin or recognition on a wall—it’s thanking with

relevance, deepening engagement & illustrating

impact

• The donor’s gift is not the end of the relationship—

it’s the beginning

*Adrian Sargent 9/08 study for AFP & Legacy Leaders 2

Page 3: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Increases your share of the pie

Page 4: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Doesn’t have to be costly

Tiered stewardship

Leverage existing communication

Quality not quantity

Page 5: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Versioned PG Newsletter Cover Letter

Page 6: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Good stewardship

Starts with a plan

Thanks with relevance

Provides opportunities

for engagement

Communi-cates impact

Page 7: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Page 8: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Director of First Impressions

• Have you trained these folks?

• Have you armed them with a FAQ?

Does a live person answer the phone?

Page 9: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Prompt, personal, professional &

consistent follow up to inquiries

9SOFII -The Showcase of Fundraising Innovation and Inspiration

http://www.sofii.org/active%20site/Members%20area/TW64WDCN.html

Page 10: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Thanking with

relevance

Page 11: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Opportunities for Engagement

Page 12: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

Illustrating Impact

Page 13: Good to Great: Donor Stewardship Makes the Difference · a Central America a Middle East Is there a specific country which interests you? Please list a Mrs. a Ms. a Mr. & Mrs. a Mr

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