Donor Stewardship Orchestrator

Overview

Fundraising isn't transactional—it's relational. The difference between a one-time gift and a lifetime of giving is stewardship. This skill provides a framework for systematically cultivating, soliciting, and stewarding donors to build lasting relationships and maximize lifetime giving.

The Stewardship Gap

TRANSACTIONAL:                    RELATIONAL:
──────────────                    ───────────
• Get gift                        • Build relationship
• Send receipt                    • Understand motivations
• Wait for next appeal            • Personalized engagement
• Wonder why they lapsed          • Upgrade over time
                                  • Lifetime value focus

RESULT:                           RESULT:
Low retention, flat giving        High retention, growing giving

Donor Lifecycle

┌─────────────────────────────────────────────────────────────────┐
│                      DONOR LIFECYCLE                            │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  IDENTIFY      CULTIVATE     SOLICIT       STEWARD              │
│  ────────      ─────────     ───────       ───────              │
│  Find          Build         Make the      Thank and            │
│  prospects     relationship  ask           engage               │
│                                                                 │
│      │             │             │             │                │
│      └─────────────┴─────────────┴─────────────┘                │
│                        ↑                                        │
│                        │                                        │
│                   RENEW/UPGRADE                                 │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

Donor Segmentation

By Giving Level

CUSTOMIZATION REQUIRED:
┌─────────────────────────────────────────────────────────────────┐
│ YOUR DONOR LEVELS:                                              │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│ LEVEL              ANNUAL GIVING    STEWARDSHIP APPROACH        │
│ ─────              ────────────     ────────────────────        │
│ Major Donor        $________+       Personal/1:1                │
│ Mid-Level          $____ - $____    High-touch group            │
│ Sustaining         $____/month+     Special recognition         │
│ General            $____ - $____    Personalized mass           │
│ First-Time         Any              Welcome series              │
│                                                                 │
│ LYBUNT (Last Year But Not This)    Re-engagement campaign      │
│ SYBUNT (Some Years But Not This)   Win-back campaign           │
│ Lapsed (3+ years)                  Reactivation                 │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

By Donor Type

Moves Management

What is a "Move"?

A "MOVE" is any meaningful contact that advances the relationship.

EXAMPLES OF MOVES:
• Personal thank-you call
• Invitation to event
• Behind-the-scenes tour
• Introduction to beneficiary
• Update on gift impact
• Birthday/holiday card
• Coffee or lunch meeting
• Board member outreach
• Cultivation event attendance
• Ask meeting
• Thank-you for gift

Moves Management Cycle

MOVES MANAGEMENT PROCESS
────────────────────────

1. QUALIFY
   Is this a real prospect?
   □ Capacity (can they give at target level?)
   □ Affinity (do they care about our mission?)
   □ Propensity (are they philanthropic?)

2. CULTIVATE
   Build relationship before asking
   □ 3-5 meaningful touches before ask
   □ Learn their interests and motivations
   □ Connect them to mission
   □ Involve them (volunteer, event, tour)

3. SOLICIT
   Make the ask
   □ Right ask amount
   □ Right asker
   □ Right time
   □ Right project/fund

4. STEWARD
   Thank and report impact
   □ Immediate acknowledgment
   □ Personal thank-you
   □ Impact reporting
   □ Recognition (as appropriate)

5. RENEW/UPGRADE
   Deepen commitment
   □ Renew at same level
   □ Upgrade ask (typically 10-20% increase)
   □ Expand involvement

Donor Moves Tracker

DONOR MOVES PLAN
────────────────

Donor Name: _________________________
Current Level: ______________________
Target Ask: $________ for ____________
Target Ask Date: ____________________
Relationship Manager: _______________

CULTIVATION MOVES PLANNED:

┌────┬────────────────────────┬────────────┬──────────┬─────────┐
│ #  │ Move                   │ Target Date│ Owner    │ Status  │
├────┼────────────────────────┼────────────┼──────────┼─────────┤
│ 1  │ Thank you call (ED)    │            │          │ □       │
│ 2  │ Invite to site visit   │            │          │ □       │
│ 3  │ Impact report delivery │            │          │ □       │
│ 4  │ Lunch with board member│            │          │ □       │
│ 5  │ Solicitation meeting   │            │          │ □       │
└────┴────────────────────────┴────────────┴──────────┴─────────┘

NOTES:
Interests: _______________________________
Connection to mission: ___________________
Preferred communication: _________________
Key relationships: _______________________

Recognition Framework

Recognition Levels

CUSTOMIZATION REQUIRED:
┌─────────────────────────────────────────────────────────────────┐
│ YOUR RECOGNITION PROGRAM:                                       │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│ LEVEL          GIVING RANGE     RECOGNITION BENEFITS            │
│ ─────          ────────────     ────────────────────            │
│ [Name]         $10,000+         □ Name on donor wall            │
│                                 □ Annual report listing         │
│                                 □ Exclusive events              │
│                                 □ Personal ED updates           │
│                                                                 │
│ [Name]         $5,000-$9,999    □ Annual report listing         │
│                                 □ Recognition event invite      │
│                                 □ Quarterly updates             │
│                                                                 │
│ [Name]         $1,000-$4,999    □ Annual report listing         │
│                                 □ Special communications        │
│                                                                 │
│ [Name]         $250-$999        □ Annual report listing         │
│                                 □ Newsletter                    │
│                                                                 │
│ Friend         Under $250       □ Thank-you letter              │
│                                 □ Newsletter                    │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

Recognition Calendar

Acknowledgment Standards

Timing Standards

ACKNOWLEDGMENT TIMING REQUIREMENTS
──────────────────────────────────

IRS REQUIREMENT: Written acknowledgment for gifts $250+ 
                before donor files taxes

BEST PRACTICE TARGETS:
• Receipt/acknowledgment: Within 48 hours
• Personal thank-you (major): Within 48 hours
• Personal thank-you (mid-level): Within 1 week
• Thank-you (general): With receipt

RULE: The larger the gift, the faster and more 
      personal the thank-you should be.

Thank-You Hierarchy

WHO SAYS THANK YOU?
───────────────────

MAJOR DONORS ($10,000+):
1. Personal call from Executive Director (within 24 hours)
2. Personal call from Board Chair
3. Handwritten note from ED
4. Personal note from program beneficiary
5. Formal acknowledgment letter

MID-LEVEL ($1,000-$9,999):
1. Personal call from Development Director or ED
2. Handwritten note
3. Formal acknowledgment letter

GENERAL DONORS:
1. Personalized acknowledgment letter
2. Email confirmation (if online gift)

FIRST-TIME DONORS:
1. Welcome letter/packet
2. Personal note if possible
3. Welcome call (for higher amounts)

Acknowledgment Letter Template

ACKNOWLEDGMENT LETTER
─────────────────────

[Date]

[Donor Name]
[Address]

Dear [Name],

Thank you for your generous gift of $[amount] to [Organization].

[Personalized sentence about their giving history or connection]

Your support will [specific impact statement - not generic].

[Required IRS language:]
This letter serves as your official acknowledgment. [Organization] 
is a 501(c)(3) nonprofit organization. No goods or services were 
provided in exchange for this gift. [OR: The fair market value of 
benefits received was $X, making the tax-deductible portion $Y.]

Our Tax ID is: [EIN]

[Personalized closing about upcoming opportunity, event, or update]

With gratitude,

[Signature]
[Name]
[Title]

Stewardship Touchpoints

Annual Stewardship Calendar

ANNUAL STEWARDSHIP CALENDAR
───────────────────────────

JANUARY:
□ Year-end thank-you (for Dec gifts)
□ Tax letter for previous year
□ New year greeting

FEBRUARY-MARCH:
□ Annual report distribution
□ Impact update from last year's giving

APRIL:
□ Spring event or update
□ Program milestone sharing

MAY:
□ Mid-year update
□ Summer event invitation

JUNE:
□ Mid-year appeal (if appropriate)
□ Volunteer appreciation

JULY-AUGUST:
□ Casual summer touchpoint
□ Behind-the-scenes update

SEPTEMBER:
□ Fall event/cultivation
□ Program kickoff news

OCTOBER:
□ Giving season preview
□ Impact story sharing

NOVEMBER:
□ Gratitude message (Thanksgiving)
□ Year-end appeal launch

DECEMBER:
□ Year-end appeal follow-up
□ Holiday greeting
□ Last chance reminder

Touchpoint Types

Ask Strategies

Ask Readiness Checklist

BEFORE MAKING THE ASK:
──────────────────────

□ Relationship established (3-5 meaningful contacts)
□ Donor's interests understood
□ Connection to mission demonstrated
□ Capacity assessed
□ Timing appropriate
□ Right project/fund identified
□ Right asker identified
□ Ask amount determined
□ Meeting scheduled
□ Materials prepared

Ask Amount Guidelines

HOW TO DETERMINE ASK AMOUNT:
────────────────────────────

UPGRADE ASKS:
Current donors: 10-20% increase over last gift

NEW MAJOR GIFT PROSPECTS:
Research capacity, then ask in the top 10-20% of range

RENEWAL ASKS:
At minimum, same as last gift (adjust for inflation)

THE 10X RULE:
For major gifts, cultivate 10 qualified prospects 
for every 1 gift you expect to close.

Solicitation Conversation Framework

ASK MEETING STRUCTURE
─────────────────────

1. CONNECT (5 min)
   Build rapport, thank for meeting

2. UPDATE (10 min)
   Share impact, stories, news
   Connect to their interests

3. DISCUSS (10 min)
   Explore their thoughts
   Understand their priorities
   Listen more than talk

4. ASK (5 min)
   "Would you consider a gift of $X to support [specific]?"
   Then STOP TALKING
   Wait for their response

5. RESPOND (varies)
   If yes: Express gratitude, confirm details
   If no: Thank them, understand concerns
   If maybe: Clarify, set follow-up timeline

6. NEXT STEPS (5 min)
   Confirm what happens next
   Thank again

Special Campaigns

Sustainer/Monthly Giving

SUSTAINER PROGRAM STEWARDSHIP
─────────────────────────────

BENEFITS TO PROMOTE:
• Convenient and automatic
• Spreads giving over year
• Provides reliable funding
• Often results in higher annual giving

STEWARDSHIP APPROACH:
□ Welcome call/email for new sustainers
□ Annual impact summary (not monthly receipts)
□ Special sustainer-only updates
□ Anniversary recognition
□ Upgrade ask annually
□ Credit card expiration reminders

UPGRADE STRATEGY:
Start: $10/month → Ask: $15/month
Start: $25/month → Ask: $35/month
Timing: After 6-12 months of giving

Planned Giving/Bequests

PLANNED GIVING STEWARDSHIP
──────────────────────────

LEGACY SOCIETY:
□ Named recognition program
□ Special events/gatherings
□ Exclusive communications
□ Personal relationship with ED

STEWARDSHIP TOUCHES:
□ Annual legacy society event
□ Quarterly newsletter
□ Personal check-in calls
□ Birthday/holiday recognition
□ Estate planning resources
□ Confirm bequest language on file

DOCUMENTATION:
□ Written documentation of intent
□ Copy of relevant estate documents
□ Regular verification (every 2-3 years)
□ Emergency contact for notifications

Lapsed Donor Recovery

Lapsed Donor Analysis

LAPSED DONOR CATEGORIES
───────────────────────

LYBUNT (Last Year But Unfortunately Not This Year):
• Gave last year, not yet this year
• Highest priority for recovery
• May just need reminder

SYBUNT (Some Year But Unfortunately Not This Year):
• Gave in past, but not last year
• Medium priority
• May need re-engagement

LAPSED (3+ years):
• Haven't given in 3+ years
• Lower priority
• May need reactivation campaign

ANALYSIS QUESTIONS:
• When was last gift?
• What was giving history?
• Why might they have stopped?
• Is contact info current?
• Any engagement since last gift?

Recovery Strategies

Metrics and Reporting

Key Stewardship Metrics

STEWARDSHIP METRICS TO TRACK
────────────────────────────

RETENTION RATES:
• Overall donor retention: ___% (target: 45%+ first-time, 60%+ repeat)
• Major donor retention: ___% (target: 80%+)
• Sustainer retention: ___% (target: 80%+)

ACKNOWLEDGMENT:
• Average days to acknowledgment: ___ (target: <2 days)
• Acknowledgment compliance: ___% (target: 100%)

ENGAGEMENT:
• Moves completed per major prospect: ___ (target: 5-7/year)
• Event attendance rate: ___% 
• Email open rate: ___%

UPGRADE:
• Upgrade rate: ___% (target: 10-15%)
• Average gift increase: $___

LAPSED RECOVERY:
• LYBUNT recovery rate: ___% (target: 30-40%)
• Reactivation rate: ___%

Resources

references/

• recognition-program-guide.md — Designing recognition levels
• ask-conversation-scripts.md — Sample solicitation language
• thank-you-templates.md — Acknowledgment letter variations

scripts/

• retention-calculator.py — Calculates donor retention rates
• lapsed-identifier.py — Identifies lapsed donors for outreach

assets/

• moves-tracker.xlsx — Donor moves management spreadsheet
• stewardship-calendar.xlsx — Annual stewardship planning
• acknowledgment-templates.docx — Thank-you letter templates