Steward Direct-Mail Donors to Major Giving

Osborne recommends sending donors a non-ask piece letting them know the outcome or result of their gift to your organization. She cites the example of the National Society for the Prevention of Cruelty to Children, a United Kingdom-based organization dedicated to stopping child abuse, which decided to add stewardship to its direct-mail program. The organization identified an older, boomer-aged woman with children and grandchildren who had been working with the organization for 15 years to be the voice of its stewardship. NSPCC sent a note from her in which she told donors who she was and that they would be hearing from her from time to time on what’s happening with the organization, how it’s fulfilling its mission and how the donors’ gifts are helping.