Stewardship Plan + A Free Download Template
In smaller organizations, it can be hard to feel like we’re truly stewarding donors before we show back up again asking for something else.
Let’s look at the donor like a bank. (Crass but hear me out.)
If we’re only ever making withdrawals, eventually the flow of money from the bank will stop, and we’ll have to move on to a different bank.
What a pain.
But what if we made deposits to the bank?
What if we made more deposits than withdrawals?
That’s how generosity keeps flowing.
Stewardship is how we make deposits. Things like:
A phone call or handwritten note “just because”
An unexpected invitation to join you at an event
Emailing an article or story that reminded you of them
Asking to meet for coffee (and buying them coffee!)
Sharing photos or testimonials that visually represent the real impact of their giving
The best moments of my fundraising career didn’t happen during big asks or campaigns. They happened over coffee, in quiet offices, or during chance conversations when there was nothing on the table but genuine connection... and “deposits” being made.
But let’s be honest: we’re busy people! If our only job was stewardship, then sure, we’d put more effort into it. But as CEO’s, you’re running entire organizations - sometimes almost entirely on your own!
So how do we realistically work stewardship into the chaos of everyday operations?
I present to you: The 12-month touchpoint plan.
At one time in my career, I was managing nearly 150 donors. Actively giving donors, not prospects. The only way I was able to do it successfully was by having a touchpoint pre-planned for every month.
In action, here’s how a 12-month touchpoint plan worked for me:
A bi-annual newsletter went out every March and October. That’s two months covered right there.
A pre-scheduled birthday email and a digital Thanksgiving card went out to every donor each year… two more months of thoughtful touchpoints conquered.
We also invited everyone to campus once a year. Some came, some didn’t, but every donor received the invitation.
Oh, and the following month, we sent a thank-you email to everyone who was invited, complete with photos and a quick recap of the experience. Perfect for attendees and non-attendees to appreciate.
That’s two more touchpoints right there!
Six months down and half the year already covered with simple, intentional deposits.
Deposits move the needle in our donor relationships because now they’re consistently thinking of us month after month. We share good news and cute, thoughtful notes. They like hearing from us. And they feel like they know us.
Now, if you want to really move the needle, consider taking a more personal approach with the remaining 6 months.
Just scroll up to see the list of stewardship examples I gave earlier. Can we squeeze in some of those touchpoints throughout the rest of the year? Because those examples are how we actually build relationships with donors and make even more meaningful deposits.
Some automated, some personalized, some 1:1.
A good mix will equal a solid, realistic stewardship practice. And it will result in a noticeable difference with your donors’ engagement and giving levels.
Make it Your Own: 12-Month Touchpoint Plan
Do you want a template to build your own 12-month stewardship plan? I made this one for you. It’s editable in Canva, and free to use!
Plans like this remove all the guesswork. If it’s March, you can easily see what to do. If it’s November, look to the plan for direction.
The beauty of this system is that you build it before you’re underwater in daily to-do’s, so when things get busy, stewardship doesn’t slip through the cracks.
Tweak it, personalize it, and make it fit your organization’s rhythm.
Your donors deserve thoughtful stewardship… and remember: the more deposits you make, the more generosity flows.
One Last Thought:
At Jenni Craig & Co., we help nonprofits build exactly that kind of intentional, donor relationship strategy, removing all the guesswork. If you’re ready to strengthen your donor relationships and grow sustainable revenue, let’s talk! Reply to this email to get the conversation started.
