When a donor makes a planned gift to your nonprofit organization (NPO), it signifies a deep trust in your mission and a lasting commitment to your future. But securing the gift is only the beginning. Planned gift stewardship—nurturing relationships with donors after the gift is made—is critical to ensuring that trust is maintained, the gift is realized, and the donor’s legacy is celebrated.
In this guide, we’ll explore how NPOs can develop an effective stewardship strategy to engage donors, inspire confidence, and build long-term relationships that benefit both the donor and your organization.
Why Stewardship Matters in Planned Giving
Planned giving donors often have unique motivations. They’re not just making a one-time gift—they’re making a statement about their values and their vision for the future. Stewardship ensures they feel acknowledged, respected, and connected to your mission after their gift is made.
Key benefits of planned gift stewardship include:
Strengthening Relationships: By maintaining communication, you deepen the donor’s connection to your organization.
Building Trust: Demonstrating transparency and accountability shows donors their gift is in capable hands.
Inspiring Legacy Giving: Effective stewardship can inspire other donors to consider similar contributions.
Key Elements of Planned Gift Stewardship
Personalized Communication Every donor is different. Use personalized outreach to show genuine appreciation for their commitment. This might include handwritten notes, personal phone calls, or customized updates on the impact of their gift.
Ongoing Engagement Don’t let the relationship end after the gift is made. Invite donors to participate in events, share stories about how their gift will support your mission, and involve them in your community. Even small touchpoints, like holiday greetings, can make a big difference.
Transparency and Accountability Planned gift donors want assurance that their contribution will be used effectively. Share regular updates about your organization’s initiatives and offer insight into how their gift will shape the future.
Creating a Sustainable Stewardship Plan
Stewardship should be a central part of your planned giving program—not an afterthought. Here are some tips to integrate stewardship seamlessly into your operations:
Segment Your Donors: Not all donors need the same level of engagement. Develop stewardship plans that address different donor types, from major planned givers to smaller contributors.
Invest in Team Training: Ensure your staff understands the value of stewardship and how to execute it effectively.
Use Technology: Donor management software can help you track interactions, schedule touchpoints, and ensure no donor falls through the cracks.
Innovative Stewardship Ideas for NPOs
To stand out, consider incorporating creative stewardship tactics into your program:
Legacy Society Gatherings: Host exclusive events (in person or virtual) where planned gift donors can connect with your leadership team and other supporters.
Donor Spotlights: Feature donors and their stories in newsletters, annual reports, or social media to recognize their generosity.
Impact Updates: Share specific examples of how their gift will make a difference, whether through photos, videos, or written stories.
Educational Opportunities: Offer workshops or webinars about your organization’s initiatives, giving donors an insider’s perspective on the impact of their gift.
Measure Your Success
How do you know your stewardship efforts are working? Establish metrics to evaluate the impact of your program, such as:
Donor Retention Rates: Are donors continuing to engage with your organization?
Satisfaction Surveys: What feedback are you receiving from planned gift donors?
Increased Contributions: Are donors expanding their commitments or referring others?
Tracking these metrics will help you refine your approach and demonstrate the importance of stewardship to your team.
When Legacies Align: Build a Lasting Relationship with your Donors
Planned gift stewardship isn’t just about honoring donors—it’s about building a lasting relationship that aligns their legacy with your mission. By showing appreciation, keeping donors engaged, and demonstrating transparency, your organization can foster loyalty and ensure the sustainability of your programs for years to come.
Start building your stewardship plan today, and turn every planned gift into a partnership for the future.
Looking for a planned giving solution for your organization? Look no further! Trust & Will is the leading digital estate planning solution in the U.S., and we make it a no-brainer for donors to leave gifts when they set up their estate plans. Click here to learn more about what Trust & Will can do for your organization.
Is there a question here we didn’t answer? Browse more topics in our learn center, visit our Frequently Asked Questions (FAQ) page, or chat with our member support!
Trust & Will is an online service providing legal forms and information. We are not a law firm and we do not provide legal advice.
Share this article