This document discusses strategies for engaging annual donors through stewardship programs. It notes that annual donors are important despite providing small gifts, and that improving first-time donor retention rates from 48% to 58% could significantly increase donations and the donor pipeline. The document recommends promptly acknowledging all gifts, developing targeted programs for different donor segments like loyal donors and recent graduates, focusing on the enduring impact of gifts rather than amount, and regularly reporting impact to donors. The best practices are to show donors they are listened to, report on impact of gifts, be honest in communications, and thank donors.

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

8. Techniques
• First Time Donors Need their own program

9. 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

12. 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

13. Best Practices

14. LUST

16. Report Impact

18. Be Honest!

25. The BEST!!

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