Episode Overview
Only 10 to 15% of one-time donors ever give again, and it’s usually not the ask that’s broken, it’s what happens after. In this episode, fundraising consultant Katherine Lacefield joins Cherry to talk about donor stewardship: the systems, automations, and personal touches that turn a one-time gift into a lasting relationship. Her core argument? You can’t separate fundraising from marketing, and most nonprofits are trying to.
Effective donor stewardship is where fundraising is won or lost.
- Most nonprofits focus on acquisition, but only a small fraction of one-time donors ever give again. The gap between the first gift and the second is almost always a stewardship problem, not an ask problem.
- Fundraising and marketing can’t live in silos. If your communications are weak, your fundraising will be too. The two feed each other, and Katherine starts most engagements by auditing both together.
- A donor management platform like DonorBox beats a lone PayPal button every time. Centralizing donor data is what makes real stewardship (and real automation) possible.
- A simple welcome series (like three or four emails triggered when someone donates, subscribes, or joins a monthly program) keeps new donors warm without adding to your weekly workload.
- Personal touches still win. Handwritten notes, postcards, and the occasional phone call consistently outperform polished mass emails when it comes to building donor loyalty.
- The Donor Lingo 30-day challenge breaks stewardship into 10–15 minute daily tasks, so small teams can build the habit without burning out.
Episode Highlights
1. Building Stronger Donor Relationships
Katherine emphasized the importance of stewardship in retaining donors. She noted that statistically, only 10 to 15 percent of one-time donors give again, largely due to inadequate relationship-building practices. Many nonprofits focus solely on acquisition, often neglecting the existing donor base.
She illustrated this point with a compelling strategy: implementing a Welcome Series for new donors. By sharing inspiring stories of impact over several months, organizations can significantly increase the likelihood of a second donation.
The shift she pushes clients toward is simple: stop treating the first gift as the finish line. The donors already in your database are cheaper to retain than new ones are to acquire, and they’re more likely to give again if you actually talk to them.
2. The Role of Systems and Automation
Katherine discussed how crucial it is for nonprofits to have effective systems in place for fundraising. She pointed out that many organizations still rely on outdated tools, such as basic PayPal buttons, which fail to provide insight into donor engagement and retention. Instead, she advocates for platforms like DonorBox, which streamline donation management and enhance donor stewardship.
By employing automation, nonprofits can send personalized communication to donors automatically. Katherine highlighted the effectiveness of customizing automated emails to include updates about the organization’s impact, thereby keeping donors engaged without adding to the administrative burden.
Good systems don’t replace the human side of stewardship. They protect it. When the basics run on autopilot, your team has more room for the personal outreach that actually moves donors from one-time to recurring.
3. Gamifying Stewardship with Donor Lingo
Katherine introduced the concept of Donor Lingo, a 30-day stewardship challenge designed to make donor engagement more fun and less daunting. Inspired by her experiences with language learning apps, she created a series of daily tasks that nonprofits can implement to improve their stewardship practices.
This challenge breaks down complex stewardship tasks into manageable actions, each taking only 10 to 15 minutes to complete. By gamifying the process, Katherine aims to motivate nonprofit teams to integrate stewardship into their daily routines. Katherine’s bet is that small, frequent, slightly fun actions beat big, infrequent, draining ones, both for donor relationships and for the teams trying to maintain them.
Through Donor Lingo, nonprofits can cultivate stronger relationships with their donors while making the process enjoyable.
FAQ
How do I implement effective donor stewardship strategies on a budget?
To implement effective donor stewardship on a budget, start with personalized communications. Katherine explained that sending handwritten thank-you notes or postcards, even at a low cost, can significantly strengthen donor relationships. Establishing automated email updates about the impact of donations also provides ongoing engagement without requiring extensive resources. This approach builds a connection that encourages repeat giving.
What tools can nonprofits use to optimize their fundraising strategies?
Nonprofits can utilize tools like DonorBox to streamline fundraising efforts. Katherine highlighted that platforms like this centralize donor information and improve the donation process. Additionally, implementing basic automations, such as welcome email series for new donors, can enhance engagement while being cost-effective and efficient.
What should be in a donor welcome series?
Katherine recommends three to four emails sent at a staggered cadence after a new donor signs up or gives. Typical content includes a warm thank-you, a story about your organization’s impact, an introduction to your team or mission, and a clear next step, whether that’s following you on social, signing up for monthly giving, or attending an event. The point is to keep new donors engaged while the relationship is still fresh.
Tools and Resources
- DonorBox: A donation platform Katherine frequently recommends to clients. Centralizes donor data, supports recurring giving, and gives you a real donation page instead of a PayPal button.
- Flodesk: The email marketing platform powering the Donor Lingo challenge. Good for nonprofits that want attractive, automated email sequences without the steep learning curve.
- Donor Lingo: A 30-day stewardship challenge offering daily tasks to help nonprofits enhance their donor engagement practices in a fun and manageable way.
How to Apply This
Nonprofit leaders can begin applying the insights from this episode by focusing on their current donor engagement practices. Start by identifying one area of improvement, such as implementing a Welcome Series for new donors. Draft a series of emails that share compelling stories about the impact of donations, sending them out over the first few months after a donation is made.
Next, evaluate your existing systems for managing donor information. Consider transitioning to a platform like DonorBox if your current tools are outdated. This will not only streamline your donation process but also provide valuable insights into donor behavior, allowing you to tailor your communications more effectively.
Finally, engage your team in the Donor Lingo challenge. By introducing small daily tasks related to stewardship, you can cultivate a culture of appreciation within your organization, making donor engagement a regular part of your operations.
About About Katherine Lacefield
Katherine Lacefield is a fundraising consultant with over 20 years of experience in the nonprofit sector. Her background in environmental and animal advocacy has equipped her with a unique perspective on the challenges nonprofits face in fundraising. Katherine now consults with various organizations to enhance their fundraising strategies, helping them build sustainable systems that foster long-term donor relationships.
She is passionate about making fundraising accessible and effective for nonprofits, particularly in the areas of stewardship and donor engagement. Readers can learn more about Katherine’s 30-day stewardship challenge at Donor Lingo.
Next Steps
If this conversation sparked ideas for your organization, Cherry and Katherine encourage you to explore these strategies further. You can watch the full episode to gain deeper insights into effective fundraising practices and stewardship techniques.
Consider sharing these insights with your team to foster a collaborative approach to donor engagement.
