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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
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
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
Questions? Comments
• Maureen Donnelly • mdonnell@bu.edu
• Lynne Wester• wester@yu.edu• www.donorrelationsguru.com• Follow me on Twitter @donorguru
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