The Blanket Approach to Cultivating and Stewarding Your

Donors

Lynne M. WesterDirector of Stewardship and Donor Recognition

Yeshiva University

Maureen DonnellyDirector of Stewardship and Donor Relations

Boston University

Donor Recognition and Stewardship

• Is there a better way to do this?• What are some ways that we can better

serve our donors?• What is someone else doing that we’re

not?• Is there an app for that?• Making Innovation a Priority

Stewardship is CultivationCultivation• the process of implementing a series of strategic “moves”

designed to bring the prospect to the “readiness” for solicitation. – need to make the case for support– align the donor’s interest with org priorities– foster a relationship

Stewardship and Donor Relations• the post-gift /pre-next gift “touches” that – continue to build and strengthen the

relationship/connection between the donor and the organization

– inform the donor about his/her gift and its impact

Stewardship is Cultivation

When the touches effectively tell the “story” of the gift/philanthropy

When the moves strategy looks to coordinate and integrate appropriate touches into the cultivation/readiness process

The “Blanket” Approach

Groups Added

• Loyalty Donors• First Time Donors• President’s Society• Anyone who needs extra Stewardship

Calendar Approach• August- Champions Gate Wrap up Piece• September- Rosh Hashanah email greeting• October- Hanukkah Dinner Invitation• November- Report of Donors and Donor Recognition

Event• December- Hanukkah Dinner Slideshow• January- Invitations to YU Museum Event• February- Scholarship Impact Piece• March- YU Tomorrow Mailing• April- Impact of Giving Report• May- Commencement Invitation and Webcast

Scholarship Impact Piece

Scholarship Impact Piece

Postcards

10

First Time Donors

Emails

44% open Rate!

Campaign Stewardship

• What’s the same?– Still strategic–Highly personalized and meaningful– Timely and engaging–Measurable results

Campaign Stewardship

• What’s different?–Challenge of doing it all with same staff

and resources but in a tightened timeline–Opportunity to revisit everything–A focus on building future community–Multi-year and/or multi-area

commitments– Enhanced forms of recognition for key

constituencies

Campaign Website

BU Recognizes

Key Constituencies

Thank a Donor Week

Thank a Thon

http://www.youtube.com/watch?v=gc15AoCkuBY

Questions? Comments

• Maureen Donnelly • mdonnell@bu.edu

• Lynne Wester• wester@yu.edu• www.donorrelationsguru.com• Follow me on Twitter @donorguru