10 Ways to Steward Donors for Year-End Giving

Send Personalized Thank-You Messages Quickly 

First impressions matter. A prompt thank-you note after a donation can set the tone for the donor relationship. Avoid generic acknowledgments. Instead, personalize each thank you message with the donor’s name, donation amount, and a specific note about how their contribution will be used. Emails can be immediate, but handwritten notes add an extra touch of warmth and sincerity. 

Pro Tip: If possible, include a note or signature from a key member of your team, such as the executive director or a board member. If this note can go out within 48 hours of receiving it, that would be great!

Share Impact Stories and Updates Ethically and Empoweringly

Donors want to know their gifts are making a difference, but it’s essential to share stories in a way that respects and uplifts the individuals involved. When telling participant stories, ensure their privacy is protected and that they have given informed consent to share their experiences. Frame these stories in a way that highlights participants’ strengths, resilience, and accomplishments, rather than focusing solely on challenges or hardships.

Example: Instead of framing a story as “Jane overcame poverty thanks to our program,” highlight Jane’s drive and determination: “With the resources provided through your support, Jane launched her dream business, transforming her community.” Focus on the participant as the hero of their journey, with your organization as the support system empowering them to succeed.

Host Exclusive Thank-You Events

If possible, invite your year-end donors to a virtual or in-person appreciation event. This could be a simple coffee hour with your leadership team, a tour of your facility, or a webinar that offers exclusive insights into your projects. These events allow donors to feel connected to your organization beyond their initial contribution and create a sense of community. Even if the donor cannot attend, they would appreciate the thought of including them in a special, intimate gathering of your supporters.

Pro Tip: Use this time to introduce them to other donors and stakeholders. Fostering connections with your donor community can increase their loyalty to your mission. 

Acknowledge Milestones

Recognize donor anniversaries or milestones. For example, if a donor first donated at the end of the previous year, reach out to them on the anniversary of their gift. This gesture shows that you value their ongoing commitment and are attentive to their history with your organization. Additionally, if you have key information about your donor, like their birthday or work anniversary (LinkedIn), congratulate them.

Provide Behind-the-Scenes Access

Offer donors a peek behind the curtain of your organization’s operations. This could be sending an exclusive update on a major project, sharing a day-in-the-life video of a team member, or giving them access to key decision-making processes through exclusive donor emails. The more involved donors feel, the more likely they are to remain engaged and supportive. 

Example: Share the challenges your team overcame to make their donations impactful. Let donors see not only the victories but also the hard work and dedication it takes to achieve your mission. 

Engage with Donors on Social Media

Social media is a great platform to acknowledge your donors publicly and keep them informed. Post updates, tag donors when appropriate, and invite them to engage with your content. Consider creating a special highlight or post dedicated to acknowledging major supporters or those who helped surpass your year-end goals. 

Note: Be mindful of privacy concerns. Some donors may prefer to stay anonymous, so always ensure they’re comfortable with public recognition.

Survey Donors for Feedback

Ask your donors for input on their giving experience, the communication they received, and how they feel about their involvement with your organization. Surveys show that you value their opinions and are willing to adapt and grow based on their feedback. The insights you gain can help you fine-tune your donor stewardship strategies for the future. Many times, your donors may have insights that can be valuable and implemented into the strategies that align with your objectives and goals. 

Question Ideas: 

• “What inspired you to give to our organization this year?” 
• “How can we make your donor experience more fulfilling?” 
• “Would you like more information on how your gift was used?” 

Keep Donors Informed Year-Round

Don’t let the relationship fade after the year-end campaign. Regular touchpoints throughout the year — such as newsletters, invitations to volunteer, or updates about upcoming projects — help donors feel connected. Even when you’re not actively soliciting donations, communicating with your supporters shows them that they’re valued for more than their financial contributions. 

Offer Recurring Giving Options

When you steward year-end donors effectively, many will be open to contributing again. Encourage them to join a recurring giving program. Highlight the benefits, like simplified giving and consistent support for your organization’s mission. Donors who transition to monthly giving become more invested in your work and are likely to increase their contributions over time.

Pro Tip: This is also a good opportunity to see if a donor can increase their giving. Did they make a $500 gift at two different times in the year? Maybe they can do $100 or $150/month instead. Use your data to your advantage. 

Celebrate Success Together

When your organization achieves major goals or reaches new milestones, make sure to share the celebration with your donors. Whether it’s through a video, a heartfelt letter, or an event, acknowledge that their generosity helped make the success possible. Donors will feel proud of their involvement and motivated to give again if you show that their contributions directly led to achievements.