Stewardship for the (small but) Mighty
Nonprofit stewardship examples to show how small-shops do it best
“Stewardship” is a word that’s often tossed about in the non-profit word. So often, in fact, that I feel like we can lose sight of what it means and why we do it.
The concept also tends to be tied up with the practice of donor-centric fundraising, which can be problematic, as there are a growing number of voices that would argue that an emphasis on donor recognition and common stewardship practices perpetuates inequity and white supremacy/saviourism in philanthropy.
I hope that we can acknowledge this as true, but also use this evolution in thinking to apply the core concepts of stewardship to enhance the experience of philanthropy in a way that is inclusive of all kinds of support for an organization or cause — not just monetary donations above an arbitrary threshold.
In the classic fundraising cycle, “stewardship” is the stage that follows “solicitation”. It’s the part where we say “thank you!” in a way that brings supporters closer to an organization or cause, so that they will continue to make contributions and be active members of your community.
3 Things About… Small-Shop Stewardship
In the “3 Things About…” video linked below I unpack “stewardship” in the context of a small-shop non-profit.
Why it’s important
Why it’s actually a small-shop super-power
Tips on how to fit stewardship activities into your busy schedule
“3 Things about… Small Shop Stewardship” Video
Stewardship: how the small-shops can do it best
As noted in the video, I believe that small-shops have the stewardship advantage. And it would be a true shame to waste a super-power like this.
Here are some examples of how (small but) Mighty non-profits can really rock it when it comes to the final stage in the donor journey.
🌈 Good stewardship is all about authenticity, access and communicating to supporters how they are a part of the solution to a problem we all care deeply about. With a smaller team, it’s WAY easier to give your supporters direct access to the action by organizing online meet-ups, tours, and times to connect with leadership.
🌈 In small-shops, senior staff and leaders are highly involved in the day-to-day operations of the non-profit. They likely have the opportunity to connect with clients or program participants and can therefore better communicate stories of impact and change with supporters.
🌈 Memorable stewardship that inspires ongoing support is unique to each organization. Complex/large organizations can face bureaucratic barriers that stifle creativity and keep out-of-the-box ideas on the shelf. Small-shops: this is your chance to STAND OUT and make a massive impression with supporters who will be on board for years and years.
Some tips on how to make it happen
Because small-shop leaders wear so many hats, stewardship can be permanently parked on the backburner.
Here are my top 3 tips for prioritizing stewardship and giving all supporters the ❤️ they deserve:
Include relationship-building and nurturing as a core component of high-level strategy so that all board members and staff have the opportunity to discuss and understand stewardship as a integral part of your organization’s health and resilience.
Leverage the power of automations to deliver welcome emails, nurture campaigns, solicitation workflows and event reminders.
Build in reminders/nudges into your gift processing workflows + communication templates so that key follow-up activities do not get dropped. Example: include a step in your gift processing workflow to add a 3-month reminder to send a note to your supporter (pull from a template then personalize)
Thanks for reading…
My name is Kim Peterson and I am a fundraising consultant. I help non-profits establish and scale-up individual giving programs, by building fundraising strategies and systems for growth and long-term stability.
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