This time of year, my thoughts are consumed with gifts---aren’t our minds always consumed with gifts? As someone who genuinely loves giving presents, I can hardly wait until the recipient opens a beautifully wrapped box.
So as the year ends and the holidays are upon us, I think about the people I love in my life and what would make them truly happy. I want them to open something I give them and feel genuinely cared for.
Do we consider the same for our donors? As year-end fundraising closes out this December, do we think of ways to steward our most essential donors in a way that makes them feel truly seen and appreciated?
I’ll confess: in the past, I didn’t. I sent fairly generic holiday cards from the school. I fussed over the appropriate branding; I had the admin team sign them all for donors above a certain level. My head and I wrote brief notes to the biggest donors or those we wanted to be the biggest donors. But, for the most part, I went through the holiday motions when it came to my advancement shop. I take such care to think carefully and purposefully about everyone in my personal life, but for those who made my professional life a success from a fundraising standpoint, I sent them relatively bland and unremarkable holiday nonsense in the form of card and a stamp.
I regret it.
Thinking now about what I would do differently, I came up with a short list. Hopefully this is helpful to you in your stewardship efforts this season.
- Make it personal. Make a list of 25 donors – either for the size of their gifts or the sacrifice you know or suspect they made in making a gift at all – and write down an anecdote or interaction that is meaningful to you about that person or family.
- Write letters by hand. Bring back the art of letter writing. I don’t mean signing at the bottom of the card the marketing team had printed for you. I mean buy stationery or use letterhead and hand write a letter to that donor. Thank them for their gift, yes, but more than that, thank them for who they are to the school and to you as a professional. This will likely take more time than you have; you’re busy, and it’s hard to do. Do it anyway. My gut tells me you won’t regret it.
- Do something nice for faculty and staff donors. Host homemade cookies and hot chocolate in your office, or slip them a little extra treat in their classrooms with a personal note. Do something beyond what you might usually do at the holidays. Make them feel valued; these are generally not wealthy individuals and they don’t have to give back. I’ve often argued for administrative-faculty relations through this blog, and I’ll say it again now. I can’t overstate the importance of thanking and engaging faculty and staff. You’re all on the same team to advance the school, but you’re the captain of the team as advancement leaders. Lead by example and steward this valuable group of people.
I wish you all very happy holidays and a wonderful new year. Stewardship is a 12-month job, but I hope you take time this season to consider going the extra mile as you think through your donors and partners in advancing your school’s mission.