I’m going to say this right up front.  I don’t believe there should be ANY stewardship of donors.
What ..? Yes, you heard me right. None, zero, nada. Now, after you get up off the floor, let me tell you why.
Immediately after a donor signs his name to a check or wires his stock into your account, you are immediately CULTIVATING him.  For what you might ask?  Cultivating him for a deeper relationship, to inspire him by reporting on the impact of his gift and for moving him to a place for another gift.
This is not just semantics here.  It’s a completely different mindset.
I’ve been in so many meetings with major gift officers in which they let out a sigh of relief when one of their donors makes a big gift.  They deservedly pat themselves on the back, but then immediately begin to start thinking about their other donors.
“Well, Mr. and Mrs. Smith just made a nice five year pledge.  Now I don’t have to worry about them for another four years until I need to get ready to cultivate for their next gift.”
I get a knot in my stomach when I hear this.
First of all, donors aren’t The Money Store.  You don’t just go there when you’re after some badly needed cash.  Secondly, whether it was a single gift or a multi-year pledge…there is no time off for you with your donors.
In fact, it should be just the opposite.  And here is how you can really deepen your relationships with your donors.  In our experience, Richard and I have seen the non-profit world condition donors to believe that the only thing you really want from them is their money.  Therefore, when they do give big, multi-year gifts, they almost expect not to hear from you.
It’s sad, but just like we’ve all become accustomed to bad or mediocre customer service and we accept it, it’s the same with donors who give large, multi-year gifts.  They have come to expect very little of us.
This is where you can have an advantage over other charities.  Your mindset should be that because they gave a gift, I’m going to do the unexpected and cultivate them so wonderfully that they can’t wait to make their next gift.
So, what do you need to do when you get that next check from a donor?

1. Thank, thank, thank…you can’t do this enough in multiple ways.
2. Interview your donor within 10 days after she made her gift to ask why?  Now, you might know why, but get her to reflect on it and she will give you insight you had no clue about.
3. Provide ongoing progress reports—It’s all about the impact they are making.  If the donor sees impact, she will want to do more.
4. Surprise them—if they make a multi-year pledge, surprise them with something special on the anniversary of that gift.  Set up a special meeting with your program folks; constantly reinforce what an amazing gift your donors made.  Unexpected things have the greatest impact on people.
5. Involve them—keep asking your donors for input on the project or program they’re funding – not in a superficial way, but one using their gifts and skills.
6. Keep presenting other opportunities to give—if you are cultivating donors with extraordinary care, donors will want to give again, even if they are already on a pledge.  I see this happen often.
7. Make an emotional connection—keep taking that donor back to why he made his gift.  Don’t just give him a report with data and spreadsheets.  Tell stories, show pictures, and unveil a video of how he made a difference in the world.

Remember, a gift from a donor is just the beginning, not an end to a long series of cultivation efforts.  You have a unique opportunity to ingratiate your donors to your organization by providing them with outstanding cultivation.
Most non-profits are TERRIBLE at it.  Now YOU have the advantage.  You heard it right here.
Now, go do it.
Jeff