I learned a lesson of stewardship early on from my Grandmother. Every Christmas, since I was 8 years old, she gave me a box of thank you notes. At first, I wondered why, but she always encouraged me to thank people even for the smallest gestures of kindness (not always financial) and of course, I used those thank you notes to thank her for birthday gifts, holiday cards, and even those cards with checks that helped during my college years. I did not realize the impact of those thank you notes until after she passed away. After the funeral, my Aunt gave me a box filled with the thank you notes I sent to her over 40 years. She saved every one because they meant so much to her.

I realized by showing my gratitude and acknowledging my grandmother’s gifts, I fostered a sense of joy and fulfillment for her, and yes, unknowingly, these notes inspired her to continue to support me throughout my life.

During my academic fundraising career, I met so many donors that saved every note a scholarship student wrote them. It meant the world to them, and I can tell you their gifts increased every year. It was a different outcome for those who were not warmly acknowledged.

But stewardship is not just about thank you notes. In the context of philanthropy, stewardship is crucial for both donors and fundraisers.

For a donor stewardship represents the feeling of trust and the value a donor experiences after contributing. Donors expect that their gifts will be used responsibly and effectively in alignment with their intentions. For them, stewardship involves transparency, accountability, gratitude and recognition, impact, and an ongoing relationship with the organization. Donor stewardship is not a one-time event. It is a dynamic, ongoing process that turns a one-time donor into a lifelong partner.

For a Fundraiser stewardship is a proactive process of building and nurturing long-term relationships with donors. It is about ensuring that donors feel valued and informed so that they are motivated to continue supporting the organization. For fundraisers, stewardship includes donor engagement, trust-building, personalized communication, retention strategies and ensuring the emotional connection that ties the donor to the impact.

Donor stewardship is especially important during the holidays for several reasons as this time of year provides unique opportunities to deepen relationships, reinforce commitment, and express gratitude to those who support your organization.

• The holiday season is a time when people are more reflective and open to connecting with others. It is the perfect time to show donors how much their support means and to reinforce their relationship with your organization. Well-intended stewardship ensures that donors feel valued, not just as funders, but as partners in your mission.
• Holidays are a time of giving and taking the opportunity to express sincere thanks reinforces that their contributions are meaningful. Thoughtful recognition is key to making donors feel appreciated for their generosity and for their role in advancing your cause.
• Many donors make their final contributions of the year to maximize tax deductions. Stewardship efforts that remind them of their impact and express gratitude can increase the likelihood of year-end donations.
• The holiday season is a critical time to connect with donors who may be on the fence about future giving. A heartfelt thank you that shows them the impact of their gift can reduce donor attrition and help retain them for the long term.
• Stewardship during the holidays can reflect the core values of your organization. Demonstrating gratitude, kindness, and generosity shows that your organization practices what it preaches. This reinforces your credibility and strengthens your reputation in the community.

In summary, donor stewardship during the holidays is essential because it strengthens relationships, drives year-end donations, fosters community engagement, and ultimately boosts donor retention. It is a time to show donors that their support matters, to reinforce their emotional connection to your cause, and to lay the groundwork for continued involvement in the future.

"Fundraising is the gentle art of teaching the joy of giving.” Hank Rosso, founder of the Fundraising School at the Indiana University Lilly Family School of Philanthropy.

Becky Bumgardner is a Senior Advisor with Armstrong McGuire who specializes in donor stewardship, capital campaigns, feasibility studies, board management, and mentoring. Learn more about Becky and check out her other musings in her bio. Be sure to also check out her recent video on donor stewardship!