Building Donor Relations and Stewardship into Your Fundraising Program:A Donor-Centric Approach
Presented byDaniel P. Baker, Executive Director
University Donor Relations and StewardshipColumbia University
Independent EducationAlexandria, Virginia
20 June 2011
(note: not everyone does, but I use the terms “stewardship” and “donor relations” interchangeably)
What is Stewardship, anyway?
Three Basic Premises
Stewardship is an organizational mind-set, not merely a set of activities and tasks.
Good Stewardship can’t guarantee future or larger gifts, but bad stewardship definitely makes them less likely!
Everyone can ‘do’ Stewardship.
STEWARDSHIP is part of a process:
Why Do Stewardship? Keeps Door Open for Future Gifts
Legal/Financial Responsibility to
Donor (increasing scrutiny)
Donor expectation (their colleges/
universities set the standard)
Plain & Simple: It’s the Right
Thing to Do
Stewardship applies to all kinds of
donors and organizations:
big and small, rich and poor.
The practice of Stewardship is evolving. In response to a CASE survey asking what stage their program was in…
Infancy - 34% Growing - 54% Mature - 12%
A well executed donor relations program is key to a successful donor-centered fundraising effort
Donor-Centered in Action Relationship-based v. transaction-based
Know and understand your donor (LISTEN!)
Find the intersection of
Your School’sPriorities
Donor’sInterest/Passion
For the purposes of today’s discussion, let’s focus on
gifts from individuals and talk about Stewardship in 3 forms:
Acknowledgement Recognition Reporting
Acknowledgement
Timely
Personalized
Specific (we got it…put it where you
said…it’s having an impact)
Range of format (from pre-printed
postcard (yuk!) to hand-written note (yay!)
Recognition
Publication Lists
Thank you gifts
Events
Permanent Plaques
Reporting
Financial (annual report, fund status letter)
Organizational (newsletter)
Project-Based
Key Takeaways
Appreciate and respect your donors for what they have already done, not simply for what they may do in the future.
Answer this question for your donor: “what impact has my contribution made on the organization and those who benefit?”
Integrate these values throughout the organization and fundraising process.
Questions
&
Discussion
Thank you for attending this session.
Contact Me
Daniel P. Baker, Executive DirectorUniversity Donor Relations and Stewardship
Columbia University
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