Healthy Habits for Strong Stewardship - A Monthly Practice

When was the last time you heard a story about someone in need or a worthy cause that moved you to make a gift to help? Think for a moment about how you felt knowing your donation might make a difference in someone’s life. Reflect on how you felt called to be part of helping.

That sacred space of communion between someone who needs resources and someone who has them is why author Henri Nouwen says fundraising is ministry. It’s why capturing the passion and hearts of your donors over and over is so important.

In this blog series, we’re looking at healthy habits that are most critical to sustain and expand giving. Last week, we talked specifically about storytelling and how to gather the impact of your mission on the lives of people. These are the stories that donors love to hear: how their gifts to your nonprofit are touching and shaping the lives of people in your community and beyond. 

A habit that will build enthusiasm year-round is intentional communication to your friends and donors. That can come in many and any forms, but look for ways across your platforms to share the stories you’re gathering from volunteers and staff each week. Your communications could include:

• Special spotlight stories on social media
• A story spotlight in your email or mailed newsletter
• A story or testimonial rotating each month on your website

Regardless of when and how you choose to share those stories, develop a habit of assessing your communications calendar each month for the coming month. Make decisions about how to best use your touchpoints with your audiences on those platforms to share these impact stories and how they’ve made it all possible. 

Evaluating and planning those communications each month is a terrific habit to make sure your friends and donors are hearing often about the work you are doing. Your givers are not only donors, they’re also living, walking advocates for your organization’s mission in the world. Give them the tools to talk about your nonprofit’s story in their own social circles, in their workplace, among others they come in contact with throughout their week.

Some best practices say a donor should hear from a charitable organization five to seven times for every “ask” for financial gifts. Make sure your givers hear about their impact year-round and not just during the season of a campaign or annual solicitation.

In our final blog next week, we’ll talk about a quarterly habit that will help you manage your giver relationships and keep your stewardship program thriving.

-Tim Smith