by Amy Weinbaum, MPA, Consultant, Grants for Growth
Strong donor relationships aren’t built through transactions—they’re built on trust, alignment, and meaningful human connection. Cultivation invites donors in. Stewardship makes them want to stay. Master both, and your donors will feel seen, valued, and inspired to keep giving.
Your donors are not ATMs. Even when you don’t intend it, rushed or generic outreach can feel transactional. Donors are people with passions that align with your mission. Treat cultivation and stewardship as the human side of fundraising—not a series of administrative tasks.
Two Phases, One Donor Relationship
Hear the differences between donor cultivation and stewardship directly from Let’s Build Hope’s Founder & CEO Linda Haley: https://www.youtube.com/shorts/XsnfkdNyu4E.
Cultivation encompasses curiosity, alignment, trust building, and anticipation. When done well, the ask feels inevitable! Donors are busy—some won’t respond—but they will remember your outreach efforts.
Stewardship begins after you make the ask, whether or not you receive funding. It’s sincere gratitude, personalized updates, and ongoing connection. It’s not a one-time standard thank- you letter; it’s a rhythm of meaningful touchpoints throughout the year.
Cultivation: Building the Relationship
First, Find the Right Contact
- Ask colleagues, board members, and your network for introductions.
- Search their website, 990, past communications, and your internal records.
- If it’s your only option, start outreach with a general organizational email or phone number.
Strategize Once You Connect
- Know your programs deeply, especially where they align with the donor’s interests.
- Study your donor’s giving history, priorities, and values.
- Build connection through calls, meetings, emails, or site visits.
- Ask informed questions that go beyond what’s online.
- Follow up after each interaction with gratitude, a recap, and next steps.
- Ground yourself before each donor interaction so you show up focused and composed.
Stewardship: Keeping the Relationship Strong
Reach out at least 3-4 times a year with meaningful updates that show real impact on real people.
Micro-Moves That Matter:
- A 30-second voicemail
- A quick photo emailed after a milestone
- A handwritten card or short note
- A personalized cover letter with your annual report
- A shout-out on social media
- A stewardship event celebrating donors
Pay Attention!
Track donors’ publications, events, and accomplishments. A quick congratulations or “your recent article was incredibly helpful to our work” goes a long way.
If you Didn’t Receive Funding
The relationship doesn’t have to end.
- Ask for feedback on your pitch or application
- If they’re open to continued conversation, stay in touch a few times a year with significant updates and organizational progress.
Want to Go Deeper?
All LBH Training Classes and the Online Crush Course include nuanced guidance on cultivating and stewarding donors with real examples, scripts, and strategies that work.
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