The Lifetime Gift Dilemma: Steward Loyal Donors While Driving Your Pipeline
What do you do with the donor who's made the gift of a lifetime?
You're grateful, but you also need your gift officers focused on cultivating future major gifts.
This common dilemma leaves many organizations wondering: how do we keep these invaluable relationships warm without cluttering our pipelines?
Stewardship isn't a one-size-fits-all approach. For those who've made their ultimate gift, a tailored 'permanent stewardship' strategy is vital. It's not just about administrative efficiency or accountability; it's about preserving a priceless, lifelong relationship with your most loyal supporters. By truly honoring their generosity, even when they're not actively soliciting, you foster goodwill, create ambassadors, and ensure your institution remains a cherished part of their legacy.
Consider utilizing two different prospect stage designations for stewardship in your CRM:
Stewardship = donors who recently made a significant gift or commitment and, through showing them the impact that their giving is making through your institution, may entertain another gift opportunity proposal and begin the cultivation process for again in the future.
Permanent stewardship = Those who have expressed and/or you have assessed they will not be making another major or planned gift to your institution in their lifetime (although they may be open to continuing to make annual gifts regularly)
This seemingly simple adjustment in your database empowers you to strategically segment your donor base and tailor communications more effectively. It ensures no donor falls through the cracks, and every gift officer's time is optimized.
So, what does genuine 'permanent stewardship' look like in practice?
It's about ongoing, meaningful engagement that reinforces their incredible impact. Even when they're not making another major gift, these loyal partners still deserve:
Regular communications, updates and inspiring stories from your organization
Impact or annual reports that clearly show the tangible results of their giving and how donations contribute to the institution's financial health
Reminders to make their annual gift, as desired and appropriate
Invites to relevant events and opportunities to volunteer
Birthday, holiday and/or gift anniversary cards, videos or notes
Whatever stewardship and/or recognition was promised that is commensurate with their ultimate gift of their lifetime
Who manages those engagement opportunities and stewardship steps for those in permanent stewardship?
Option 1: If you are lucky enough to have a dedicated staff person focused solely or in large part on donor relations, they may be the best fit to manage all of your 'permanent stewardship' stage donors.
Option 2: If the responsibility for this falls squarely on your gift officers, think of permanent stewardship as a parking lot for your most generous and loyal donors. By adding this additional prospect management stage, you can clearly delineate the percentage of a gift officer’s portfolio dedicated to active engagement through the moves management process.
Option 3: Depending on your org chart, it may be a combination of both these staffing avenues. These donors might also often make excellent supporters for your board to steward as well.
Ultimately, implementing a 'permanent stewardship' stage with a dedicated liaison and clear action steps isn't just a best practice; it's a game-changer for donor retention and organizational health. It allows you to honor your most generous supporters, empower your gift officers to focus on growth, and ensure your institution benefits from a network of truly joyful, lifelong advocates.
Ready to transform how you manage your most treasured donor relationships? Let's chat about how to implement a sustainable 'permanent stewardship' strategy that works for your unique institution.
I’m here to support you!
Good luck — you got this!
Jen Stirling
Principal Consultant, Brighter Philanthropy —
Fundraising consulting for higher ed and K-12
As your partner, I’ll bring my considerable expertise, high-energy efficiency, optimistic realism, relational approach, and fresh perspective to guide your team and help your institution reach its goals, enabling more students to thrive. I offer support for campaign services, development organization assessments, staff coaching and board development.
