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The Stewardship Clues Hidden in Every Stage of the Donor Journey

September 8, 2026

By Muhi Khwaja, Senior Trainer

In fundraising, securing a gift is just the beginning. True impact comes when donors feel valued, informed, and connected — a process captured in the Stewardship step of Sanford Institute of Philanthropy’s Cause Selling Cycle.

While stewardship is the final step — following Prospecting, Pre-Approach, Approach, Need Discovery, Presentation, Handling Objections, and The Ask — it doesn’t begin after the gift. In many ways, it begins during the very first interactions with a donor.

Every stage of the donor journey, from Prospecting to The Ask, provides valuable clues about how a donor wants to engage with your organization. Their interests, motivations, communication preferences, questions, and concerns all shape the stewardship experience they’ll find most meaningful.

When you pay attention to these signals early, stewardship becomes more personal, relevant, and effective, helping transform one-time donors into lifelong supporters.

The 3 Principles of Effective Stewardship

Before exploring how the donor cycle can inform your stewardship strategy, let’s look at the three principles that make stewardship effective:

1. Personalization

A generic thank you is forgettable. Reference the donor’s gift, mention specific programs or people their support is impacting, and acknowledge their unique motivations discovered during Need Discovery. I often like to write from the standpoint of what will make the donor smile.

2. Transparency and Impact

Share clear updates on how contributions are being used. Donors want to see the tangible difference their support makes.

3. Continuous Engagement

Stewardship isn’t a one-time step. Follow up with stories, site visits, and opportunities for dialogue, making the donor feel like a partner in the mission.

Example in Practice: A donor contributed to a health initiative through their Donor Advised Fund at American Muslim Community Foundation (AMCF), but the initial acknowledgment was limited to a standard letter. Recognizing the lost opportunity, AMCF encouraged the nonprofit to revamp their approach: a personalized video from a program participant, quarterly impact reports, and invitations to volunteer. The donor not only gave again but became an advocate for the cause.

What Earlier Stages of the Donor Cycle Reveal About Stewardship

Each step of the Cause Selling Cycle provides clues about how to build a stronger relationship
with your donors before and after the gift. Here’s how:
- Prospecting: Understanding the donor’s preferences early informs how you tailor stewardship communications.
- Pre-Approach: The research conducted before a donor meeting can reveal how donors prefer to engage with organizations. Some donors value personal conversations, while others prefer concise emails, events, reports, or volunteer experiences.
- Approach: During initial discussions, donors often share personal experiences, community connections, and reasons they care about your cause. These insights can guide your messaging, tone, and type of stewardship engagement.
- Need Discovery: As donors discuss their goals and values, they tell you what success looks like to them.
- Presentation & Handling Objections: The questions or concerns donors raise often reveal what matters most to them. Some want measurable outcomes. Others care about sustainability, innovation, or community impact. These two steps help you understand what information will reassure your donors repeatedly.
- The Ask: The donor’s decision to give reflects trust and confidence in your organization. Thoughtful stewardship should affirm that decision by demonstrating personalized gratitude, accountability, and impact.
Fundraiser’s Reflection: Actionable Takeaways

Start planning stewardship before a gift is made. Use the clues from each step of the donor cycle to create stewardship experiences that reflect what matters most to each donor.

Here are tried and true strategies you can apply to improve your stewardship right away:
1. Track Donor Preferences Early: Use information from Prospecting, Pre-Approach, and Need Discovery to personalize future engagement.
2. Segment Your Donors: High-capacity, major donors may value one-on-one engagement, while recurring donors may prefer tailored digital updates.
3. Create Story-Driven Updates: Share stories of real impact — a participant’s journey, a project milestone, or a tangible result.
4. Invite Participation: Offer opportunities to visit programs, attend briefings, or join advisory councils. Active participation strengthens loyalty.
5. Stay Connected Consistently: Regular touchpoints like simple emails or calls signal that the relationship is valued beyond the gift.
Remember, the best stewardship strategy isn’t created after the gift arrives. It’s built from the information donors share with you throughout every stage of their journey. Once a donor gives, stewardship fuels a continuous cycle, supporting a culture of philanthropy and setting the stage for repeat giving and advocacy.

By approaching stewardship intentionally, you can ensure that every donor interaction reinforces alignment, trust, and long-term commitment.

Author bio: With over 15 years of nonprofit and fundraising experience, Muhi became a CFRE in 2016, earned certificates from Indiana University’s Lilly Family School of Philanthropy in 2017 and 2024, joined Sanford Institute of Philanthropy as a Trainer in 2022 where he continues to serve today, and also serves as the Cofounder and Chief Development Officer of the American Muslim Community Foundation, which has helped families distribute more than $20 million since 2017. Connect with him on LinkedIn at https://www.linkedin.com/in/muhikhwaja/.
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September 8, 2026

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Donor Engagement, Donor Retention, Stewardship
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Building Lasting Relationships: Engaging Donors Beyond the Gift

Fundraising Academy | Cause Selling Education

By Jack Alotto, MA, CFRE

In this Post:

1. Craft a Personal Thank-You Note
2. Send a Welcome Packet
3. Create a Giving Club
4. Show Your Work
5. Engage in More Face-to-Face Meetings
6. Share Volunteer Opportunities
7. Feature Donors in Media
8. Recognize Donor Milestones
9. Be Transparent
10. Step Into a Donor’s Shoes

June 10, 2026

Congratulations, fundraiser! You found a prospect and discovered their needs, interests, and ability to give. You created a great presentation, overcame donor objections, asked for a gift and…BAM, you got the gift and turned that prospect into a donor!

Now the challenge is keeping their support and moving them to a higher giving level. The best way to accomplish these goals is through donor engagement. Once the gift is made, donor engagement is a series of strategic interactions to enhance and strengthen the relationship you have started.

10 Effective Donor Engagement Strategies

Strong donor engagement increases retention, grows revenue, and builds lasting relationships — so you spend less time acquiring new donors and more time strengthening the connections you have. Get started with these tips:

Craft a Personal Thank-You Note

Use their name, reference their contribution, and show gratitude. Follow up with a letter that thanks them again, acknowledges their gift, and tells them how their donation was used. Engage only in personalized communications and avoid generic form letters.

Send a Welcome Packet

Include client stories, gift acceptance policies, code of ethics, list of board members and staff, and programmatic information. Include your mission, vision, and values. Ask your donor for feedback about the giving process and their opinion on how it can be improved. In your welcome packet, share success stories about your work. Stories can show donors the impact of their gift and enhance donor engagement. Be authentic, respectful, and focus on relationship building as opposed to the gift size.

Create a Giving Club

Define the benefits, solicit feedback, host club-only events, send exclusive newsletters, and provide opportunities for a behind- the-scenes look at your work. Make your donors feel like they are members of an exclusive group of valued supporters.

Show Your Work

Invite them to tour your facility, speak with program employees and administrators, and meet your beneficiaries, if appropriate. There is no better way to demonstrate your work and show how their gift is making a difference. Once they have seen your work, ask for advice on your programs and service delivery. When you ask, and they give you advice, you are building ownership. Remember the adage: When you ask for a gift, you get advice. When you ask for advice, you get a gift.

Engage in More Face-to-Face Meetings

Keep donor conversations going by continually asking and listening. Know each donor’s preferred communication vehicles and social media platforms and reach out to them via those preferred platforms.

Share Volunteer Opportunities

Direct involvement in your work will enhance donor commitment and emotional investment in your mission. Engage them in conversations that speak to their passions, values, interests, and needs. As you engage with donors, be mindful that many have the potential to be a major gift donor.

Feature Donors in Media

Schedule regular updates and check-ins, send monthly emails, or offer them the opportunity to write a blog or social media post about their experience with your organization. Tag them in social media posts and ask them to repost your social media posts, because when they do, they become ambassadors of your work.

Recognize Donor Milestones

Ask your board members to go beyond thanking donors for their gifts via a thank-a-thon by reaching out to meet in person. Wish them happy birthdays, holidays, weddings, and other milestones. Invite board members to join you in engagement activities like coffee, lunch, or a site visit with prospects and donors.

Be Transparent

Publish your tax return, annual report, case statement, and code of ethics. Remember that transparency is the foundation of trust, and donors continue giving to organizations they trust.

Step Into a Donor’s Shoes

Become a donor yourself to gain firsthand insight into the donor experience and reflect on how you would like to be engaged.

Start Enhancing Your Donor Engagement Strategy

Be sure to record all donor interactions in your database and monitor and evaluate your engagement strategies. Look for email open rates, event attendance, website visits, email click-through rates, social media engagement, and other engagement indicators. If engagement dips, head off potential lapses in giving by adjusting your strategies based on what you know about the donor’s interest, values, preferences, history, and behaviors.

You will know you are successful at donor engagement when they want to know more about your programs and activities, ask questions, show an interest in visiting your organization, and upgrade their gifts.

Remember, having a strong engagement strategy can help you focus your time and energy on retaining donors you already have as opposed to acquiring new donors. All donor engagement strategies and activities will lead to stronger personal relationships and continued financial support for your organization.

Author bio: Jack Alotto, MA, CFRE, is a trainer and consultant for Fundraising Academy at National University. Reach him at jalotto@nu.edu or connect with him on LinkedIn at https://www.linkedin.com/in/jack-alotto-ma-cfre-8920526/

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June 10, 2026

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Donor Engagement, Stewardship
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The Relationship Advantage: Using Cause Selling to Retain Major Gifts

May 1, 2026

Written By: Eva Fordham, MPA, CAP®, Founder of Expert Philanthropy

Let’s face it: fundraising is a high-stakes game. Competition is steep, and the strategies behind
major gift fundraising have shifted completely. I know this firsthand from spending the bulk of my
career as a major gifts fundraiser and then transitioning into advising high-net-worth individuals on
their charitable giving.

Once seen as a simple year-end transaction, major gifts are now the culmination of a shared vision.
A donor finds a cause they want to support, an organization presents the opportunity, and
then…what if the donor says, “No”? Fundraisers often spend weeks obsessing over the “ask” and
the “close,” frequently forgetting the most rewarding aspect of the major gift journey: the
relationship itself.

This is when using the Cause Selling approach really makes a difference. This relationship-driven
cycle prioritizes the donor’s needs as much as the organization’s mission, turning a high-pressure
pitch into a collaborative, long-term partnership.

1. Building: It Starts with Need Discovery

When building a major gift pipeline, it isn’t about finding the wealthiest person in the room; it’s
about finding the most aligned.

So, put down the pitch deck, and have a genuine conversation with your donor. Conduct a discovery
process to understand their “why.” Why do they care about literacy? Why is environmental
conservation their priority? By asking open-ended questions, you transition from a solicitor to a
partner. This phase is not about convincing someone to give; it’s about uncovering the intersection
between their passion and your specific impact.

2. Retaining: Stewardship, Stewardship, Stewardship

Retention is the essence of organizational sustainability. While Stewardship is the final step in the
Cause Selling model, it also bridges the beginning of the next cycle.

Now, more than ever, retention requires impact reporting that goes beyond a generic newsletter.
Major donors need to see the ROI of their contribution. Whether it’s a personal video from a
scholarship recipient or a private tour of a new facility, thoughtful stewardship helps the donor feel
like an insider. When a donor feels like they are truly pushing the needle in the organization’s
success, they become champions who will advocate for your organization in their own influential
circles.

3. Navigating Rejections: Redefining “No”

The most daunting part of the ask is the potential for rejection. However, the Fundraising Academy
teaches us to view handling objections not as a hurdle, but as an opportunity for further discovery.
A “no” is rarely a permanent door-slam. Usually, it is one of three things:

When you treat “no” as a request for more information, the relationship still exists. A graceful
response to a rejection today is often the foundation for a “yes” in the future.

Case Study: The “Pivot to Partnership”

The Challenge: Many years ago, I inherited a lovely major donor who made six-figure gifts annually
to support our general fund. We had a wonderful relationship, and I even helped him reach the $1
million lifetime mark. From there, I assumed next year’s six-figure gift would be another “slam
dunk.” However, when I provided him with the next ask, it was rejected…hard.

The Rejection: The gentleman sent in a check for a much lower amount. When I called to thank him
and asked gently about the change, he simply responded, “Well, now I’ve given the organization
over $1 million, and I wanted to support someone else.”

The Navigation: Instead of accepting the “no” and moving on, I leaned into the Stewardship phase
of the Cause Selling Cycle. I asked if we could still stay in touch, and he agreed. I continued to
provide him with high-touch stewardship, keeping him respectfully informed of our progress and
ensuring the door remained open without putting any pressure on him.

The Outcome: It took two years, but another six-figure gift appeared. When I called to thank him, he
remarked, “You have always been so kind with your time and sharing updates; I wanted to get
involved again like I used to be.” By turning “no” into “not right now,” I maintained the relationship
through consistent stewardship. He had already proven his commitment; he just needed space to
explore other interests before returning to our cause.

Closing Thoughts: The Relationship-First Mindset

Whether you are adhering to the AFP’s Code of Ethics or following the Cause Selling Cycle, the
principle remains the same: fundraising is about people.

Major gifts are built on a foundation of trust, retained through meaningful impact, and grown
through the honest navigation of “No’s”. When we stop asking for money and start inviting
partnership, the entire dynamic shifts. Remember, donors are savvy, and you probably aren’t the
only organization seeking their support. Lead with respect and curiosity and watch your
relationships authentically transform.

To learn more about the Cause Selling Cycle and how you can sharpen your fundraising skills, explore Fundraising Academy’s asynchronous online class offerings.

Author bio: Eva Fordham is a philanthropic professional with over 15 years of experience serving as
a bridge between high-net-worth individuals and the impact they want to create in the world. Her
career has been defined by a high-touch approach to donor cultivation and the strategic
management of significant gift portfolios. She specializes in working with families and individual
principals to turn their charitable visions into actionable plans. From facilitating meaningful
program visits to developing long-term engagement strategies, she ensures every contribution is
both personal and impactful.

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May 1, 2026

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Cause Selling Cycle, Donor Retention, Recurring Giving, Stewardship
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From Connection to Commitment: Applying the Cause Selling Cycle to Everyday Fundraising

April 2, 2026

Written By: Muhi Khwaja, MPA, CFRE, CFRM
In fundraising, it is easy to fall into the trap of seeing gifts as transactions: a donation is made, a gift acknowledgment letter is sent, and the focus shifts immediately to the next solicitation. But the Fundraising Academy Cause Selling Cycle reminds us that successful fundraising is a relationship-focused, continuous, and donor-centered process. The goal is not just the first gift — it is cultivating long-term loyalty and engagement.

The Cycle is broken into three phases that have been summarized into the following categories: Connecting, Exploring, and Collaborating. These phases include eight essential steps: Prospecting, Pre-Approach, Approach, Need Discovery, Presentation, Handling Objections, The Ask, and Stewardship. Understanding how each step flows into the next helps fundraisers move from mere connection to deep commitment.

Phase 1: Connecting – Finding the Right Partners

Prospecting is the first step. Here, the fundraiser identifies potential donors whose values and passions align with the organization’s mission. Thoughtful prospecting goes beyond wealth screening; it is about understanding motivations and potential alignment.

Once prospects are identified, the Pre-Approach stage begins. This critical step involves gathering insights about the donor — giving history, professional background, and areas of interest. The goal is to enter the conversation informed and prepared, so the approach feels personal and authentic rather than transactional.

There is a real-life example from early in my career that I wanted to share. I identified a prospect who had a personal interest in education equity. During the pre-approach, I learned about their involvement in local education initiatives. When we first met — the approach step — I focused on asking about those experiences rather than discussing a donation. That initial rapport built trust, and that trust carried through every subsequent step of the relationship.

Phase 2: Exploring – Understanding Motivation and Alignment

The Approach itself is the first real interaction. Establishing rapport and tone is key: fundraisers should focus on listening more than speaking, and on creating a genuine human connection. A strong approach sets the stage for deeper engagement.

Need Discovery is a continuous process throughout the exploration phase. In this step, fundraisers ask open-ended questions to uncover what truly motivates a donor. What drives their giving? What allows them to resonate on a personal level? Listening actively here informs the presentation and shapes the eventual ask.

Presentation follows naturally from needs discovery. Instead of delivering a generic pitch, the fundraiser aligns the organization’s mission with the donor’s motivations. The presentation should inspire engagement, demonstrating how the donor’s gift can create a tangible impact.

At this stage, fundraisers address concerns in Handling Objections. Objections are not failures — they are opportunities to deepen understanding and strengthen trust. Whether concerns relate to timing, alignment, or financial capacity, responding with empathy and transparency maintains credibility.

Key Principle: Focus on the donor. The presentation is not about impressing statistics but about connecting emotionally and intellectually to the donor’s values.

Phase 3: Collaborating – Moving Toward Commitment

The Ask is made only when the relationship is well-cultivated. The Cause Selling Cycle emphasizes that timing matters: an ask is not a sudden demand but the logical next step in an ongoing conversation.

Finally, Stewardship ensures long-term engagement. Stewardship goes beyond a simple thank-you; it involves showing impact, personalizing communication, and reinforcing the donor’s role in the mission. It sets the stage for repeat engagement and even larger future gifts.

To provide another example from my experience, I wanted to share about the experience I had while working with a donor that was hesitant to fund a new program. Through site visits and personalized updates, we built trust. When the Ask was finally made, the donor responded positively. Post-gift, we sent tailored impact reports and invitations to program events — the Stewardship step — which cemented their ongoing support.

Fundraiser’s Reflection: Actionable Takeaways
- Be proactive in Prospecting and Pre-Approach. Identify donors thoughtfully and understand them before engagement.
- Listen actively during Approach and Need Discovery. Your goal is to understand, not just inform.
- Tailor your Presentation to align with donor values. Avoid generic pitches.
- Handle objections with empathy. Use them as an opportunity to build trust.
- Stewardship is continuous. Personalize, show impact, and invite ongoing participation.
When you intentionally guide donors through the Cause Selling Cycle, you will see those initial connections grow into long-term commitments — turning fundraising into meaningful, mutually beneficial relationships.

To learn more about the Cause Selling Cycle and how you can sharpen your fundraising skills, explore Fundraising Academy’s asynchronous online class offerings.
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April 2, 2026

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Cause Selling Cycle, Donor Cultivation, Stewardship
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Keep Donors Coming Back: Data-Backed Retention

March 3, 2026

Written By: Kirsten Wantland at Bloomerang

Donor retention is what turns one-time generosity into a sustainable community of support. But across the sector, retention has hovered around 43%, and first-time donor retention can dip as low as 19%. Bloomerang’s Mission Retainable research — based on a November 2024 survey of more than 380 fundraisers and 1,000 donors — helps explain why donors drift and what you can learn from what high-retention organizations do differently.

Hidden Challenges in Donor Retention

Many retention problems do not show up as one big failure. They show up as small gaps between what donors want and what nonprofits consistently deliver.

1) Gratitude is different from ongoing connection. Fundraisers are strong at saying “thank you” — 97% report sending personalized thank-you notes. But donors stay when they see progress: 65% say regular updates about impact help them feel connected. A great thank you without follow-through can still end in a lapsed donor.

2) Transparency gaps quietly erode trust. Lack of transparency is a real reason donors stop giving (24%). Yet only 36% of nonprofits share regular impact reports. When donors cannot clearly see outcomes, uncertainty grows — and uncertainty breaks loyalty.

3) Donor fatigue is often a symptom of the experience. Nonprofits report donor fatigue as a major challenge (30%). Donors also reduce or stop giving because of financial limitations (87%). When budgets tighten, repeated asks without meaningful updates can feel exhausting even to mission-aligned supporters.

4) The “modern donor experience” gap is wider than many realize. Most nonprofits use a CRM (94%), but only 38% track first-time donor retention rates — meaning the crucial first-year journey can be hard to manage intentionally. Add channel and convenience mismatches (only 13% of fundraisers use text messaging even though it is donors’ third preferred channel; 24% of donors prefer digital wallets while only 47% of nonprofits offer them), and donors face friction at the exact moments you want momentum.

Effective Strategies to Build Lasting Donor Relationships

High-retention organizations consistently do three things well: personalize, communicate consistently, and build systems that support relationship-building.

Segment by relationship stage.

Start simple: first-time donors, recurring donors, and lapsed donors. Even basic segmentation helps you move from generic outreach to messages that match where someone is on their journey.

Make impact updates with a repeatable rhythm.

Donors say “clear results” is the number one activity that helps them feel connected (65%). Build a lightweight monthly format — one story, one metric, one photo — so updates do not depend on a huge lift from staff.

Make recurring giving the easy choice.

Recurring donors often give again because the mission matters (63%) and because they believe their donation is making a significant impact (50%). Make monthly giving highly visible on your donation form and show what a monthly gift sustains over time.

Thank quickly and personally.

Donors are 39% more likely to give again when thanked within 24–48 hours. Pair speed with sincerity: a brief call, a message that references what they care about, or a simple milestone note (“One year of support — thank you.”).

Ask, listen, and respond.

Only 14% of nonprofits use donor surveys, even though donors say feedback opportunities help them feel committed (23%). A short quarterly pulse survey can improve relevance and signal, “We’re building this with you.”

Case Study: Mara Elephant Project’s Retention Lift

The Mara Elephant Project shows how recurring giving and automation can strengthen retention. By focusing on monthly donations and sending consistent, automated updates about how contributions protected elephant habitats, they increased donor retention by 30%.

The takeaway is straightforward: reduce friction (automated monthly gifts) and reinforce meaning (reliable impact updates). Automation makes that consistency sustainable — even for small teams.

How Fundraising Tools Can Help

Mission Retainable is clear: technology is not the goal — connection is. But the right tools make connections easier to deliver, consistently.

Use your CRM as a retention engine.

Centralize giving history, preferences, and interactions, so personalization is practical. Track first-time retention explicitly and keep data clean, so messages reach the right people.

Automate what should not be optional.

Workflows can send acknowledgments, receipts, impact emails, and milestone celebrations automatically which will free staff time to focus on high-touch relationship building.

Use analytics (and AI) to focus limited time.

Predictive insights can flag donors at risk of lapsing, so you can intervene with a relevant update or a human touchpoint. Yet 32% of fundraisers do not use additional tools like AI, machine learning, or advanced analytics for donor engagement — an opportunity to prioritize outreach where it matters most.

Meet donors where they are.

Optimize forms for mobile and add digital wallets like Apple Pay and Google Pay. Consider text messaging for short impact updates, event reminders, or timely gratitude. Removing friction supports both first-time retention and recurring giving.

Retention is a Shared Mission

Retention is not about “holding on” to donors — it is about inviting them into partnership. When supporters feel valued, informed, and confident about their gift matters, they stay — and often deepen their involvement.

Read Bloomerang’s entire Mission Retainable: Closing the Donor Retention Gap report here: https://bloomerang.com/guide/mission-retainable/

Author bio: Kirsten Wantland, a Certified Nonprofit Consultant with a Master’s in Nonprofit Management and Leadership, empowers nonprofits through strategic fundraising and data-driven decisions. Specializing in proactive, performance-boosting approaches, she champions systems that free fundraisers to focus on their mission. As part of Bloomerang, a cloud-based Giving Platform for nonprofits, Kirsten educates organizations on best practices for data storage, workflows, and donor cultivation to amplify fundraising success.

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March 3, 2026

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Donor Retention, Fundraising, Recurring Giving, Stewardship

The Stewardship Clues Hidden in Every Stage of the Donor Journey

The 3 Principles of Effective Stewardship

1. Personalization

2. Transparency and Impact

3. Continuous Engagement

What Earlier Stages of the Donor Cycle Reveal About Stewardship

Fundraiser’s Reflection: Actionable Takeaways

Building Lasting Relationships: Engaging Donors Beyond the Gift

10 Effective Donor Engagement Strategies

Craft a Personal Thank-You Note

Send a Welcome Packet

Create a Giving Club

Show Your Work

Engage in More Face-to-Face Meetings

Share Volunteer Opportunities

Feature Donors in Media

Recognize Donor Milestones

Be Transparent

Step Into a Donor’s Shoes

Start Enhancing Your Donor Engagement Strategy

The Relationship Advantage: Using Cause Selling to Retain Major Gifts

1. Building: It Starts with Need Discovery

2. Retaining: Stewardship, Stewardship, Stewardship

3. Navigating Rejections: Redefining “No”

Case Study: The “Pivot to Partnership”

Closing Thoughts: The Relationship-First Mindset

From Connection to Commitment: Applying the Cause Selling Cycle to Everyday Fundraising

Phase 1: Connecting – Finding the Right Partners

Phase 2: Exploring – Understanding Motivation and Alignment

Phase 3: Collaborating – Moving Toward Commitment

Fundraiser’s Reflection: Actionable Takeaways

Keep Donors Coming Back: Data-Backed Retention

Hidden Challenges in Donor Retention

Effective Strategies to Build Lasting Donor Relationships

Case Study: Mara Elephant Project’s Retention Lift

How Fundraising Tools Can Help

Retention is a Shared Mission