Steward Direct-Mail Donors to Major Giving

The key strategy to turning direct-mail constituents into major-gift donors is stewardship, says Karen Osborne, president of full-service consulting firm The Osborne Group.

Stewardship is “more than sending out a thank-you note,” Osborne says. It is an addition to the suite of things an organization does through direct mail -- such as adding impact statements in a post-thank-you touch that communicate the difference a donor’s gift made.