Cultivate donors through systematic moves management and recognition. Provides frameworks for donor lifecycle, ask strategies, and stewardship touchpoints. Customize with your organization's recognition levels and cultivation strategies.
# Donor Stewardship Orchestrator
## Overview
Fundraising isn't transactional—it's relational. The difference between a one-time gift and a lifetime of giving is stewardship. This skill provides a framework for systematically cultivating, soliciting, and stewarding donors to build lasting relationships and maximize lifetime giving.
## The Stewardship Gap
```
TRANSACTIONAL: RELATIONAL:
────────────── ───────────
• Get gift • Build relationship
• Send receipt • Understand motivations
• Wait for next appeal • Personalized engagement
• Wonder why they lapsed • Upgrade over time
• Lifetime value focus
RESULT: RESULT:
Low retention, flat giving High retention, growing giving
```
## Donor Lifecycle
```
┌─────────────────────────────────────────────────────────────────┐
│ DONOR LIFECYCLE │
├─────────────────────────────────────────────────────────────────┤
│ │
│ IDENTIFY CULTIVATE SOLICIT STEWARD │
│ ──────── ───────── ─────── ─────── │
│ Find Build Make the Thank and │
│ prospects relationship ask engage │
│ │
│ │ │ │ │ │
│ └─────────────┴─────────────┴─────────────┘ │
│ ↑ │
│ │ │
│ RENEW/UPGRADE │
│ │
└─────────────────────────────────────────────────────────────────┘
```
## Donor Segmentation
### By Giving Level
```
CUSTOMIZATION REQUIRED:
┌─────────────────────────────────────────────────────────────────┐
│ YOUR DONOR LEVELS: │
├─────────────────────────────────────────────────────────────────┤
│ │
│ LEVEL ANNUAL GIVING STEWARDSHIP APPROACH │
│ ───── ──────────── ──────────────────── │
│ Major Donor $________+ Personal/1:1 │
│ Mid-Level $____ - $____ High-touch group │
│ Sustaining $____/month+ Special recognition │
│ General $____ - $____ Personalized mass │
│ First-Time Any Welcome series │
│ │
│ LYBUNT (Last Year But Not This) Re-engagement campaign │
│ SYBUNT (Some Years But Not This) Win-back campaign │
│ Lapsed (3+ years) Reactivation │
│ │
└─────────────────────────────────────────────────────────────────┘
```
### By Donor Type
| Type | Characteristics | Approach |
|------|-----------------|----------|
| **Individual** | Personal motivations | Build personal relationship |
| **Foundation** | Formal process | Meet requirements exactly |
| **Corporate** | Business alignment | Show business value |
| **DAF (Donor Advised)** | Intermediary | Recommend our org |
| **Bequest/Planned** | Long-term | Legacy focus |
## Moves Management
### What is a "Move"?
```
A "MOVE" is any meaningful contact that advances the relationship.
EXAMPLES OF MOVES:
• Personal thank-you call
• Invitation to event
• Behind-the-scenes tour
• Introduction to beneficiary
• Update on gift impact
• Birthday/holiday card
• Coffee or lunch meeting
• Board member outreach
• Cultivation event attendance
• Ask meeting
• Thank-you for gift
```
### Moves Management Cycle
```
MOVES MANAGEMENT PROCESS
────────────────────────
1. QUALIFY
Is this a real prospect?
□ Capacity (can they give at target level?)
□ Affinity (do they care about our mission?)
□ Propensity (are they philanthropic?)
2. CULTIVATE
Build relationship before asking
□ 3-5 meaningful touches before ask
□ Learn their interests and motivations
□ Connect them to mission
□ Involve them (volunteer, event, tour)
3. SOLICIT
Make the ask
□ Right ask amount
□ Right asker
□ Right time
□ Right project/fund
4. STEWARD
Thank and report impact
□ Immediate acknowledgment
□ Personal thank-you
□ Impact reporting
□ Recognition (as appropriate)
5. RENEW/UPGRADE
Deepen commitment
□ Renew at same level
□ Upgrade ask (typically 10-20% increase)
□ Expand involvement
```
### Donor Moves Tracker
```
DONOR MOVES PLAN
────────────────
Donor Name: _________________________
Current Level: ______________________
Target Ask: $________ for ____________
Target Ask Date: ____________________
Relationship Manager: _______________
CULTIVATION MOVES PLANNED:
┌────┬────────────────────────┬────────────┬──────────┬─────────┐
│ # │ Move │ Target Date│ Owner │ Status │
├────┼────────────────────────┼────────────┼──────────┼─────────┤
│ 1 │ Thank you call (ED) │ │ │ □ │
│ 2 │ Invite to site visit │ │ │ □ │
│ 3 │ Impact report delivery │ │ │ □ │
│ 4 │ Lunch with board member│ │ │ □ │
│ 5 │ Solicitation meeting │ │ │ □ │
└────┴────────────────────────┴────────────┴──────────┴─────────┘
NOTES:
Interests: _______________________________
Connection to mission: ___________________
Preferred communication: _________________
Key relationships: _______________________
```
## Recognition Framework
### Recognition Levels
```
CUSTOMIZATION REQUIRED:
┌─────────────────────────────────────────────────────────────────┐
│ YOUR RECOGNITION PROGRAM: │
├─────────────────────────────────────────────────────────────────┤
│ │
│ LEVEL GIVING RANGE RECOGNITION BENEFITS │
│ ───── ──────────── ──────────────────── │
│ [Name] $10,000+ □ Name on donor wall │
│ □ Annual report listing │
│ □ Exclusive events │
│ □ Personal ED updates │
│ │
│ [Name] $5,000-$9,999 □ Annual report listing │
│ □ Recognition event invite │
│ □ Quarterly updates │
│ │
│ [Name] $1,000-$4,999 □ Annual report listing │
│ □ Special communications │
│ │
│ [Name] $250-$999 □ Annual report listing │
│ □ Newsletter │
│ │
│ Friend Under $250 □ Thank-you letter │
│ □ Newsletter │
│ │
└─────────────────────────────────────────────────────────────────┘
```
### Recognition Calendar
| Timing | Action | Audience |
|--------|--------|----------|
| Within 48 hours | Receipt/acknowledgment | All donors |
| Within 1 week | Personal thank-you (call/note) | Mid-level+ |
| Within 1 week | ED/Board thank-you | Major donors |
| Monthly | Newsletter | All |
| Quarterly | Impact update | Mid-level+ |
| Semi-annually | Event invitation | All |
| Annually | Annual report | All |
| Annually | Recognition event | Top donors |
## Acknowledgment Standards
### Timing Standards
```
ACKNOWLEDGMENT TIMING REQUIREMENTS
──────────────────────────────────
IRS REQUIREMENT: Written acknowledgment for gifts $250+
before donor files taxes
BEST PRACTICE TARGETS:
• Receipt/acknowledgment: Within 48 hours
• Personal thank-you (major): Within 48 hours
• Personal thank-you (mid-level): Within 1 week
• Thank-you (general): With receipt
RULE: The larger the gift, the faster and more
personal the thank-you should be.
```
### Thank-You Hierarchy
```
WHO SAYS THANK YOU?
───────────────────
MAJOR DONORS ($10,000+):
1. Personal call from Executive Director (within 24 hours)
2. Personal call from Board Chair
3. Handwritten note from ED
4. Personal note from program beneficiary
5. Formal acknowledgment letter
MID-LEVEL ($1,000-$9,999):
1. Personal call from Development Director or ED
2. Handwritten note
3. Formal acknowledgment letter
GENERAL DONORS:
1. Personalized acknowledgment letter
2. Email confirmation (if online gift)
FIRST-TIME DONORS:
1. Welcome letter/packet
2. Personal note if possible
3. Welcome call (for higher amounts)
```
### Acknowledgment Letter Template
```
ACKNOWLEDGMENT LETTER
─────────────────────
[Date]
[Donor Name]
[Address]
Dear [Name],
Thank you for your generous gift of $[amount] to [Organization].
[Personalized sentence about their giving history or connection]
Your support will [specific impact statement - not generic].
[Required IRS language:]
This letter serves as your official acknowledgment. [Organization]
is a 501(c)(3) nonprofit organization. No goods or services were
provided in exchange for this gift. [OR: The fair market value of
benefits received was $X, making the tax-deductible portion $Y.]
Our Tax ID is: [EIN]
[Personalized closing about upcoming opportunity, event, or update]
With gratitude,
[Signature]
[Name]
[Title]
```
## Stewardship Touchpoints
### Annual Stewardship Calendar
```
ANNUAL STEWARDSHIP CALENDAR
───────────────────────────
JANUARY:
□ Year-end thank-you (for Dec gifts)
□ Tax letter for previous year
□ New year greeting
FEBRUARY-MARCH:
□ Annual report distribution
□ Impact update from last year's giving
APRIL:
□ Spring event or update
□ Program milestone sharing
MAY:
□ Mid-year update
□ Summer event invitation
JUNE:
□ Mid-year appeal (if appropriate)
□ Volunteer appreciation
JULY-AUGUST:
□ Casual summer touchpoint
□ Behind-the-scenes update
SEPTEMBER:
□ Fall event/cultivation
□ Program kickoff news
OCTOBER:
□ Giving season preview
□ Impact story sharing
NOVEMBER:
□ Gratitude message (Thanksgiving)
□ Year-end appeal launch
DECEMBER:
□ Year-end appeal follow-up
□ Holiday greeting
□ Last chance reminder
```
### Touchpoint Types
| Type | Purpose | Frequency |
|------|---------|-----------|
| **Thank** | Express gratitude | After every gift |
| **Report** | Share impact | Quarterly+ |
| **Invite** | Deepen involvement | 2-4x/year |
| **Update** | Share news | Monthly+ |
| **Ask** | Request support | 2-4x/year |
| **Celebrate** | Mark milestones | As appropriate |
## Ask Strategies
### Ask Readiness Checklist
```
BEFORE MAKING THE ASK:
──────────────────────
□ Relationship established (3-5 meaningful contacts)
□ Donor's interests understood
□ Connection to mission demonstrated
□ Capacity assessed
□ Timing appropriate
□ Right project/fund identified
□ Right asker identified
□ Ask amount determined
□ Meeting scheduled
□ Materials prepared
```
### Ask Amount Guidelines
```
HOW TO DETERMINE ASK AMOUNT:
────────────────────────────
UPGRADE ASKS:
Current donors: 10-20% increase over last gift
NEW MAJOR GIFT PROSPECTS:
Research capacity, then ask in the top 10-20% of range
RENEWAL ASKS:
At minimum, same as last gift (adjust for inflation)
THE 10X RULE:
For major gifts, cultivate 10 qualified prospects
for every 1 gift you expect to close.
```
### Solicitation Conversation Framework
```
ASK MEETING STRUCTURE
─────────────────────
1. CONNECT (5 min)
Build rapport, thank for meeting
2. UPDATE (10 min)
Share impact, stories, news
Connect to their interests
3. DISCUSS (10 min)
Explore their thoughts
Understand their priorities
Listen more than talk
4. ASK (5 min)
"Would you consider a gift of $X to support [specific]?"
Then STOP TALKING
Wait for their response
5. RESPOND (varies)
If yes: Express gratitude, confirm details
If no: Thank them, understand concerns
If maybe: Clarify, set follow-up timeline
6. NEXT STEPS (5 min)
Confirm what happens next
Thank again
```
## Special Campaigns
### Sustainer/Monthly Giving
```
SUSTAINER PROGRAM STEWARDSHIP
─────────────────────────────
BENEFITS TO PROMOTE:
• Convenient and automatic
• Spreads giving over year
• Provides reliable funding
• Often results in higher annual giving
STEWARDSHIP APPROACH:
□ Welcome call/email for new sustainers
□ Annual impact summary (not monthly receipts)
□ Special sustainer-only updates
□ Anniversary recognition
□ Upgrade ask annually
□ Credit card expiration reminders
UPGRADE STRATEGY:
Start: $10/month → Ask: $15/month
Start: $25/month → Ask: $35/month
Timing: After 6-12 months of giving
```
### Planned Giving/Bequests
```
PLANNED GIVING STEWARDSHIP
──────────────────────────
LEGACY SOCIETY:
□ Named recognition program
□ Special events/gatherings
□ Exclusive communications
□ Personal relationship with ED
STEWARDSHIP TOUCHES:
□ Annual legacy society event
□ Quarterly newsletter
□ Personal check-in calls
□ Birthday/holiday recognition
□ Estate planning resources
□ Confirm bequest language on file
DOCUMENTATION:
□ Written documentation of intent
□ Copy of relevant estate documents
□ Regular verification (every 2-3 years)
□ Emergency contact for notifications
```
## Lapsed Donor Recovery
### Lapsed Donor Analysis
```
LAPSED DONOR CATEGORIES
───────────────────────
LYBUNT (Last Year But Unfortunately Not This Year):
• Gave last year, not yet this year
• Highest priority for recovery
• May just need reminder
SYBUNT (Some Year But Unfortunately Not This Year):
• Gave in past, but not last year
• Medium priority
• May need re-engagement
LAPSED (3+ years):
• Haven't given in 3+ years
• Lower priority
• May need reactivation campaign
ANALYSIS QUESTIONS:
• When was last gift?
• What was giving history?
• Why might they have stopped?
• Is contact info current?
• Any engagement since last gift?
```
### Recovery Strategies
| Segment | Strategy | Approach |
|---------|----------|----------|
| LYBUNT | Reminder + update | "We miss you" + impact story |
| SYBUNT | Re-engagement | "A lot has happened" + ask |
| Long-lapsed | Survey/feedback | "We'd love your input" |
| Major lapsed | Personal outreach | Personal call from ED |
## Metrics and Reporting
### Key Stewardship Metrics
```
STEWARDSHIP METRICS TO TRACK
────────────────────────────
RETENTION RATES:
• Overall donor retention: ___% (target: 45%+ first-time, 60%+ repeat)
• Major donor retention: ___% (target: 80%+)
• Sustainer retention: ___% (target: 80%+)
ACKNOWLEDGMENT:
• Average days to acknowledgment: ___ (target: <2 days)
• Acknowledgment compliance: ___% (target: 100%)
ENGAGEMENT:
• Moves completed per major prospect: ___ (target: 5-7/year)
• Event attendance rate: ___%
• Email open rate: ___%
UPGRADE:
• Upgrade rate: ___% (target: 10-15%)
• Average gift increase: $___
LAPSED RECOVERY:
• LYBUNT recovery rate: ___% (target: 30-40%)
• Reactivation rate: ___%
```
## Resources
### references/
- **recognition-program-guide.md** — Designing recognition levels
- **ask-conversation-scripts.md** — Sample solicitation language
- **thank-you-templates.md** — Acknowledgment letter variations
### scripts/
- **retention-calculator.py** — Calculates donor retention rates
- **lapsed-identifier.py** — Identifies lapsed donors for outreach
### assets/
- **moves-tracker.xlsx** — Donor moves management spreadsheet
- **stewardship-calendar.xlsx** — Annual stewardship planning
- **acknowledgment-templates.docx** — Thank-you letter templatesPrepare effective board meetings with proper fiduciary reporting and governance. Covers agenda setting, consent agendas, committee coordination, and compliance requirements. Customize with your organization's bylaws and board structure.
Manage grant requirements, reporting deadlines, and restricted fund tracking. Ensures compliance with funder requirements and timely reporting. Customize with your organization's grants and funder-specific requirements.
Design and report program outcomes and impact using logic models and outcome frameworks. Helps nonprofits move beyond outputs to demonstrate meaningful change. Use when designing evaluation frameworks or reporting to funders.
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