Friday, October 31, 2008

Donor Stewardship Demystified

The power of individuals donors in bringing about social change is immense. The non-profits can create long lasting individual partnerships to sustain their programmes till the time they are needed.

Often, you would have heard people saying that Donor Stewardship is a way of keeping donors for ever and ever excited about your cause. Quiet true, but have you ever wondered what does Donor Stewardship actually mean?

Well the words are plain English and each one of us can explain it in our own way. Gordon Mitchie and his team from Relationship Marketing, UK asked several practitioners around the world the question.

The results are out. A comprehensive report that lucidly explains the concept.

Gordon has identified at least three distinct types of stewardship in this report- passive stewardship, active stewardship and proactive stewardship.

Passive stewardship is pretty much customer or donor care – making sure letters are address correctly and donors are thanked on time, that sort of thing – and is very DM-oriented.

With active stewardship, fundraisers begin an interactive, personal relationship with donors.

Proactive stewardship is very much like traditional major donor fundraising (detailed research on donor and one to one cultivation).

The full copy of the report is available at

PS: Just in case this link does not work or you want to know more about Stewardship, please write to

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