I’ve been thinking a lot about effective donor stewardship in the midst of a pandemic.
Some strategies that traditionally are used for donor stewardship aren’t feasible during social distancing.
For starters, you’re probably not taking out donors to coffee or lunch to brief them on your work.
And you’re not hosting big gatherings where you can mix & mingle with your donors.
But while the tactics might change, the fundamentals of donor stewardship don’t. So it’s worthwhile to start with some basic principles and then flesh out a pandemic donor stewardship plan accordingly.
In my mind, effective donor stewardship is a three-legged stool.
Leg 1: Helping donors better understand the work you do and its importance/impact.
Leg 2: Making donors feel appreciated by the organization as an individual, not a checkbook.
Leg 3: Strengthening personal relationships between the donor and organizational leaders.
When thinking about potential stewardship tactics, you should only use tactics that accomplish at least one of these outcomes, and preferably at least two.
So what potential cultivation tools can you use with the limits of social distancing?
For starters, general communications can continue, whether via email or postal mail, updating donors on the work of the organization. The annual report, for example. Or a twice-per year update to organizational insiders, with hand-written notes as appropriate.
In addition, you can still provide opportunities for top supporters to engage in the work. Some types of volunteer activities are no longer possible. But you can still ask people to take actions online, respond to surveys, or otherwise spread the word about your organization’s work.
And for your top donors, you can still think about more personalized donor stewardship tools that could work with individuals, couples, or small groups.
Creative examples I’ve seen so far from my network:
- Beyond requests for meetings via zoom (or a similar platform) as a replacement for a coffee/lunch, consider a Zoom “fireside” chat with organizational leaders or experts and a limited attendance – no more than 10 people. (Okay – fireside may not make sense in the summer, but you get the idea).
- Set google news alerts for your top 30 donors and send emails acknowledging them if and when they are in the news.
- Try to match a top donor’s expertise with an organizational need and ask them for some very targeted volunteer assistance. If a top donor is a lawyer, is there a legal issue with which they can be asked to help? If they are a marketing expert, are you looking for input prior to creating an updated website or refresh of your brand? Don’t create work that won’t actually help you, but if it will help, asking a top donor to help can both help you advance the ball and build the donor’s commitment to your organization — even if they decline to volunteer!
- Can’t invite a donor on an in-person tour of your facility (for organizations that have facilities). Consider doing a video tour instead. Pretty much every phone is capable of playing this role if you practice.
- Send extra handwritten thank you notes to your top donors telling them how much you appreciate the support they’ve provided.
- Invite a donor to go on a socially distant “walk” if you live somewhere this is appropriate. Just tell the donor that you’re looking to update donors about the challenges and opportunities facing your organization and you’re hoping to combine that with walks in parks or natural areas, so long as you suggest a location where it would be relatively easy to maintain a distance of 6 feet between you.
In the end, I think the pandemic actually creates an opportunity for nimble organizations who’re able to think beyond the box to explore new stewardship tactics that could strike a chord with donors because of the novelty.
If you have other ideas on effective donor stewardship during the pandemic, please share them using the comments below.