This article is the third in a three-part series – check out the first and second articles.

One of the most neglected components of the fundraising process is stewardship.

Most nonprofits find themselves sprinting on the hamster wheel of acquisition, missing out on the highest return on investment possible: investing in the donors who already give to them.

Data has shown that your time is better spent building stronger relationships with existing clients (or donors, in our case), with a lower fundraising cost, leading to a higher return on your invested time and energy.

Now that we covered how to acquire new monthly donors in the second article of this series, we can focus on how to maintain strong relationships and build commitment and loyalty.

I want to share Brian’s donor story with you, which presents the stewardship strategy we implemented at Animals Need Me (ANM) for our monthly donors and the impact it had on him. His journey is a testament to the power of stewardship.

Brian first came into the picture this past January, joining our new Best Friends monthly giving program at $20/month. Upon joining, he received a confirmation email welcoming him as a founding member since he was one of the first 50 to join.

For many nonprofits, this is where the stewardship ends, and that is a big mistake.

An automated thank-you email is not stewardship

At ANM, our donation platform, Donorbox, is set up so that on the date of a monthly donor’s gift, we can personalize the receipt email with a story of impact. This could be a recent rescue story, an initiative we are working on, or an important development in a campaign.

If your system allows for it, this is a great opportunity to inspire your monthly donors month after month on the date of their donation. The email should focus on the impact they are having on your organization, and thank them for being the kind of person who believes in the work you are doing.

Go beyond thanking them for their gift, thank them for who they are. Your goal is to create a sense of community around your monthly giving program, where like-minded individuals get together to build the world they want to see.

In February, Brian made an additional donation to another campaign to help feed the shelter’s animals. Then, in March, Brian chooses to increase his monthly gift to $55, already almost tripling his original monthly donation within a few short months of joining.

This type of behaviour should signal to any organization that this donor is a super fan and should be recognized as such. A direct email was sent out to thank him for his additional donation and to ask him what motivated him to increase his gift.

By showing interest and engaging directly with your donors, you will open the door to a conversation.

Thanks to this email and ongoing conversations with the founder, we learned more about Brian, about his dreams and goals for the animals of Albania, and his motivation to support Animals Need Me in other ways. Brian’s relationship to the organization has evolved from the automation phase into a personal connection.

Since then, Brian has donated to every other punctual campaign we have launched, be it to send 5 dogs to Italy or to cover emergency medical bills, and the individual email exchanges have continued. At this point, we’re buddies.

How can we go beyond emails?

Just last week, we held an online Best Friends Meet n’ Greet for our monthly donors. This exclusive invitation gave them face-to-face time with the founder. She shared her ideas and goals for the shelter, as well as her longer-term vision of animal welfare in Albania. She was open to questions and was able to thank the donors directly for what they are doing for ANM.

What do you think happened after this call?

Brian upped his monthly gift yet again and is now donating $120 a month. He was not the only one to increase their monthly gift after this call. Why? Because people respond well to inspired and inspiring people, and the best way to do so is in person, or on a video call!

What does Brian’s journey tell us?

In under 10 months, Brian has gone from a $240 a year to a $1440 a year donor, which is a 600% increase in annual giving. We accomplished this by sharing inspiring stories, becoming interested in who Brian was as a person, and using a variety of touch points to build a relationship with him that went beyond the transaction.

Does your nonprofit want to see the same in its organization?

Here is a step-by-step stewardship strategy to transform your monthly donors into super fans like Brian:

• Send out a direct thank-you email to any new monthly donor within a few days of them joining and asking them for their story. What motivated them to join? Bonus points for sharing their testimonial (with consent) in an email to your entire donor list.
• Send a handwritten thank-you card by mail or give your donors a call; that personal touch will go a long way.
• Include a new impact story in your monthly auto-receipt emails.
• Celebrate milestones: 10th monthly gift, $1000 donated to your organization, etc.
• Host virtual or in-person meetings for your monthly donors, building a sense of community and exclusivity, and boosting inspiration.

This strategy is a best-case scenario, but you don’t have to do it all. Perhaps you only send the handwritten card to donors over $50/month, or do your best to reach out to each new donor. The point here is not to be perfect, but to do what is possible with your capacity.

Remember, your existing donors represent the biggest potential for growth. Treat them well, and you will see results, and monthly donors are the gifts that keep on giving.

Want expert support to build your monthly giving program? Book an exploration call with Katherine of Just Be Cause Consulting today.

The views expressed in this article are the author’s alone and do not necessarily represent those of CharityVillage.com or any other individual or entity with whom the authors or website may be affiliated. CharityVillage.com is not liable for any content that may be considered offensive, inappropriate, defamatory, or inaccurate or in breach of third-party rights of privacy, copyright, or trademark.