The document discusses strategies for engaging annual donors through stewardship techniques. It notes that annual donors are important despite small gifts as they provide consistent funding and potential for increased giving over time. Retaining a higher percentage of first-time donors, such as from 48% to 58%, could significantly increase donations and pipeline of future donors. While standard practices include timely receipts and acknowledgments, more can be done to engage donors through targeted communications, impact reporting, and special touches for different donor segments to improve retention. Best practices for donor relations are highlighted.

1. Donor Relations and Stewardship to
Engage Annual Giving Donors
Lynne M. Wester
@donorguru

2. Road Map
• Why Annual Donors Matter
• What if?
• Status Quo?
• Techniques
• Best Practices

4. Why Annual Donors Matter
• Small and Mighty
• Grants, Rankings and Other Beasts
• Retention Percentage
• Test Donors
• Pipeline

5. What if?
• You were able to raise your first time donor
retention from 48% to 58%?
• What would that means in terms of $s and
Donors?
• How does that effect your pipeline?
• Happy Donors tell…
• Unhappy Donors tell…

6. Status Quo?
• Receipt within 48 hours
• Acknowledgment within…?
• Is that all?
• Don’t send a decal, magnet, pen, etc
• Don’t ask again right away

7. Techniques
• First Time Donors Need their own program

8. Segments to Watch For
• Loyal Donors
• Married Alums
• Dual Degrees
• Widowed Donors/Golden Oldies
• Monthly Donors
• Employees/Faculty/Staff
• Recent Graduates/Younger Donors
• Digital Donors

11. Ideas
• Focus on endurance of gift, not size of gift
• One special touch a year aimed at their
population
• Channel Matters
• Tell Stories
• Show Impact

12. Best Practices

13. LUST

14. LUST

17. Report Impact

24. The BEST!!

25. Thank You, Questions?
• Lynne M. Wester
• www.donorrelationsguru.com
• @donorguru