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What are effective strategies for stewarding major donors during a capital campaign?

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A capital campaign is a fundraising effort that aims to raise a large amount of money for a specific project or goal, such as building a new facility, expanding a program, or creating an endowment. Major donors are those who contribute significantly to the campaign, usually at least five or six figures. Stewarding major donors is the process of cultivating, recognizing, and engaging them in a way that builds trust, loyalty, and satisfaction. Here are some effective strategies for stewarding major donors during a capital campaign.

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1 Know your donors

Before you ask for a major gift, you need to know your donors well. Research their interests, motivations, values, and preferences. Find out what they care about, what they want to achieve, and how they like to communicate. Use this information to tailor your approach and message to each donor. Show them how their gift will make a difference and align with their vision.

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Scott Shirai APR, Fellow PRSA

Award-winning executive in nonprofit and for-profit sectors, marketing/PR consultant, executive coach, keynote speaker, SAG/AFTRA actor/singer/entertainer, and best-selling author.
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Before one can steward major donors, one needs to determine if their primary focus of interest is on their nonprofit and their capital campaign. This is where "discovery," a major component of consultative selling comes in, "Discovery" is 90% listening. Ask questions that narrow down a major donor's key interest(s)/. When it aligns with your capital campaign, that is where and when you want to make the ask.

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2 Communicate regularly

Don't let your donors feel neglected or forgotten after they make a pledge or a gift. Communicate with them regularly and consistently throughout the campaign. Update them on the progress, challenges, and achievements of the campaign. Share stories, photos, and testimonials that illustrate the impact of their support. Thank them sincerely and authentically for their generosity and commitment. Use different channels and formats, such as phone calls, emails, newsletters, videos, and social media, to keep them informed and engaged.

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Wendy Joy Oliver

Executive Director l VoLo Foundation | Master's Ed Leadership
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Be available to talk to us. Keep donors in the loop. Share victories that we can share with others and feel part of. If there’s an in person experience to feel connected to the gift, include the donor to share that and participate. One of our grantees tags me on all their social media posts. Sometimes I allow it to my page but it’s mostly for me to feel connected to their work through the latest updates.

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Michael Sheldrick

Co-Founder, Global Citizen | Author of “From Ideas to Impact” (Wiley 2024) | Professor, Columbia University | Speaker, Board Member and Forbes.com Contributor
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90% of the work in philanthropic fundraising is about showing up. Yes it’s about having good impact metrics, alignment with interests, but it’s still very much true that philanthropy tends to be given out based on who you know within your circles. There is no substitute to rolling up your sleeves, packing your bag, and getting in front of people. Invest time in building relationships and making sure your donors get to know you. Do not forget to focus too on how to establish credibility and legitimacy - this will help you get in the room!

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Itziar SantosDiego

Te acompa?o para que logres cambios con estrategia. Organizaciones Positivas I Diversidad e Inclusión I Comunicación I Emprendimiento I Liderazgo. - Consultora, Estratega & Speaker -
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Comunicar y mostrar hacia afuera, es sumamente importante, Comunicar internamente, es vital para lo que esta afuera logre ser efectivo. Me ha tocado colaborar con organizaciones que tienen una super estrategia y campa?as muy creativas, sin emabargo, lo consultas con el equipo interno y solo unos cuantos lo saben. En mi experiencia, si quieres que algo funcione, lo tienes que comunicar internamente

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Hélène GOSSET

Responsable mécénat & philanthropie chez Forum réfugiés
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When a major donor helps finance an innovative project, it is important to keep them informed about the project's progress. Sharing successes with quantifiable indicators and inviting them to visit the teams on-site are essential. Allowing donors to understand the reality on the ground will be greatly appreciated. Seeking their advice based on their expertise can also enhance their value and further involve them. Sometimes, financial sponsorship can be complemented by sponsorship of expertise.

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3 Involve them in the process

Make your donors feel like partners and collaborators in the campaign, not just sources of funds. Involve them in the planning, decision-making, and implementation of the project or goal. Invite them to join advisory committees, task forces, or focus groups. Ask for their feedback, input, and advice. Solicit their referrals, introductions, or endorsements. Encourage them to volunteer, attend events, or visit the site. Show them that you value their expertise, experience, and network.

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4 Recognize them appropriately

Recognize your donors in a way that matches their expectations and preferences. Some donors may want public recognition, such as plaques, banners, or press releases. Others may prefer private recognition, such as letters, cards, or certificates. Some may appreciate tokens of appreciation, such as gifts, souvenirs, or invitations. Others may decline any recognition at all. Ask your donors how they want to be recognized and respect their wishes. Be creative, thoughtful, and personal in your recognition.

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Hélène GOSSET

Responsable mécénat & philanthropie chez Forum réfugiés
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Si un mécène, une entreprise ou une fondation soutien votre association, il est important de la remercier. Par exemple en affichant le logo sur une page dédiée aux partenaires sur votre site internet, et sur une page dans votre rapport d'activité. Vous pouvez également les tagguer sur linkedIn (ou sur un autre réseau social) avec des photos montrant la réalisation du projet financé. Attention à la valeur des contreparties ! En France le don doit être désintéressé, le donateur ne doit pas attendre une contrepartie de la même valeur que son don. La solution peut être d'afficher une grille de contreparties, qui indique à chaque donateur les remerciements qui lui seront accordés en fonction du montant de son don.

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5 Steward them beyond the campaign

Don't stop stewarding your donors after the campaign ends. Continue to nurture and deepen your relationship with them beyond the project or goal. Show them the long-term results and outcomes of their investment. Invite them to celebrate the completion and success of the campaign. Connect them with other donors, beneficiaries, or stakeholders. Offer them opportunities to support other causes or programs that match their interests. Keep them involved and interested in your organization's mission and vision.

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Scott Shirai APR, Fellow PRSA

Award-winning executive in nonprofit and for-profit sectors, marketing/PR consultant, executive coach, keynote speaker, SAG/AFTRA actor/singer/entertainer, and best-selling author.
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Communicate with donors all the time -before, during and after the campaign. Keep them informed and give them ownership of the campaign. Leads on others who may be able to assist often come from such contact and keeping in touch negates the feeling that "we only hear from you when you want money."

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Hélène GOSSET

Responsable mécénat & philanthropie chez Forum réfugiés
(已编辑)
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Une newsletter dédiée à vos donateurs peut être un bon outil pour leur adresser une communication dédiée. Vous pouvez inviter vos donateurs à vos évènements : à l'inauguration d'un nouveau lieu que votre association va investir, à un colloque sur le thème de vos actions... Si votre association ou ONG a les moyens vous pouvez créer et animer un Cercle de mécène, qui leur permettra de se retrouver ensemble autour de la cause défendue à vos c?tés. L'occasion aussi pour vos mécènes d'élargir leurs réseaux et d'avoir un sentiment d'appartenance à votre projet associatif.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Rosaline Mualchin

DocOnline - IIM Calcutta - Jadavpur University
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Before evening reaching out - get your internal system in place 1st !! - Begin by reviewing your past fundraising results first. Establish a Capital Campaign committee. Conduct a feasibility study for your campaign. Find prospects for your campaign. Set a realistic deadline for your campaign. Finalize your fundraising goal. Get a person to lead the campaign. Decide the budget of the campaign. Create a back up plan to combat campaign disasters. Create a donation pyramid for the campaign. Develop a plan , Draft a road map. Followup in phases. Build meaning full partnership with lead sponsors

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What are effective strategies for stewarding major donors during a capital campaign?

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2

3

4

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1 Know your donors

2 Communicate regularly

3 Involve them in the process

4 Recognize them appropriately

5 Steward them beyond the campaign

6 Here’s what else to consider

Philanthropy

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What are effective strategies for stewarding major donors during a capital campaign?

1

2

3

4

5

6

1 Know your donors

2 Communicate regularly

3 Involve them in the process

4 Recognize them appropriately

5 Steward them beyond the campaign

6 Here’s what else to consider

Philanthropy

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