Most institutions have some form of “stewardship.”
The definition and application of this term can vary widely from institution to institution. Generally speaking, though, “stewardship,” typically means, “how we thank our donors,” or “how we report back to donors on the impact of their giving.”
Expressing our gratitude when donors give is, of course, important. And, reporting back to donors on their impact is also the right work to be doing. We should consistently seek more meaningful and personalized ways to do this stewardship work.
Broadly-speaking, though, our vocation still struggles to implement a thoughtful, collaborative, and integrated approach to the overall “donor experience.” Or, “Integrative DX.”
What could a more coordinated and integrated DX do for most institutions?
- Design out website friction points
- Streamline traffic flows at events and create experiences that make event registration (either onsite or digital) more memorable
- Curate innovative donor experiences with our mission
- Create leadership access and experiential opportunities for donors at various levels
- Design generosity moments around your campus or grounds
- Leverage social media for impact spotlighting
- Implement creative, personalized, and compelling donor impact reporting
- Establish clear and timely gift receipting processes
It’s not that institutions aren’t doing this donor relations work. Most all are doing some version – but, often, it’s off the side of someone’s desk.
It’s not regularly collaborative nor integrated with the development officers or the database or the communications team. And, there isn’t typically one person or team whose role it is to oversee and influence the full giving journey and experience of donors.
But, if our advancement aspirations include increasing the long-term durability and generosity of our donors, then we would be wise to better promote and resource a more comprehensive, integrated DX.
Our donors – and those we serve – will thank us for it.
