Q: How best do we engage donors and guests before and after the gala?

At the Elevate Conference attendees submitted their most pressing questions and in our series here on Substack we'll be answering new questions daily.

A: Donor Stewardship

The Missing Link in Nonprofit Event Fundraising

In the whirlwind of planning and executing galas and fundraising events, nonprofit organizations often overlook a critical component of successful fundraising: stewardship. While securing major donations during an event represents a significant achievement, the real success lies in nurturing those relationships before, during, and long after the event ends.

Why Stewardship Matters for Major Donors

Major donors aren't just financial contributors—they're partners in your mission. These individuals have made a significant investment in your organization's work, and like any investor, they want to see returns. Not financial returns, of course, but meaningful impact that aligns with their philanthropic values.

Without proper stewardship, even the most successful fundraising gala becomes merely a transaction rather than the beginning of a lasting relationship. In fact, research shows that it costs significantly more to acquire a new donor than to retain an existing one, making stewardship not just good relationship management but smart financial practice.

Pre-Gala Stewardship Strategies

Regular Touchpoints

Begin engaging major donors well before your event. Schedule personal check-ins that aren't focused on solicitations:

• Coffee meetings to share organizational updates

• Personal phone calls from leadership

• Exclusive behind-the-scenes tours of your programs

• Handwritten notes marking personal milestones or achievements

Personalized Invitations

When it's time to promote your gala:

• Send personalized invitations that acknowledge their previous support

• Do personal outreach via text message to be sure that past supporters are invited and know about the event

• Send a personalized email asking them to join you again

• Look for opportunities to engage past donors as host committee members

Post-Gala Stewardship: Where the Real Work Begins

Immediate Gratitude

Within 48 hours after your event:

• Send personalized thank-you messages

• Use video messaging tools like BombBomb to deliver authentic, personal thanks from leadership via video or voicemail messages

• Share preliminary results about funds raised and impact anticipated

Gather Feedback

Survey your guests while the experience is fresh:

• What aspects of the event resonated most?

• Which elements could be improved?

• What would make their experience more meaningful next time?

This demonstrates that you value their experience beyond their financial contribution.

Impact Updates

Throughout the year:

• Provide specific updates on how funds from the gala are being utilized

• Share stories of individuals or communities benefiting from these funds

• Create personalized donor impact reports showing exactly how their contribution has made a difference

Leverage Technology for Personalization

Modern CRM systems make sophisticated stewardship possible at scale:

• Track donor interests, interactions, and giving history

• Segment communications based on giving levels and interest areas

• Schedule regular touch points to ensure no donor feels forgotten

• Generate customized donor reports showing their personal impact

Annual Reports with a Personal Touch

While traditional annual reports have their place, consider:

• Creating personalized mini-reports for major donors highlighting the programs they've specifically supported

• Including a personal letter addressing their unique relationship with your organization

• Adding handwritten notes from beneficiaries when appropriate

Building a Culture of Stewardship

The most successful nonprofit organizations don't view stewardship as a series of tasks but as an organizational mindset. This means:

• Every team member understands the importance of donor relationships

• Every team member has a portfolio of donors that they are stewarding

• Stewardship responsibilities are clearly assigned and monitored

• Success metrics include relationship strength, not just dollars raised

• Leadership regularly participates in stewardship activities

The ROI of Effective Stewardship

Organizations that excel at stewardship report:

• Higher donor retention rates

• Increased giving from existing donors

• More referrals to potential new supporters

• Stronger organizational ambassadors within the community

• Greater overall sustainability in fundraising

By investing time and resources in thoughtful stewardship strategies, nonprofits can transform one-time event donors into lifelong mission partners. In today's competitive philanthropic landscape, this relationship-focused approach is not optional—it's essential for sustainability and growth.

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Ready to Transform Your Stewardship Strategy?

Join us for The Stewardship Intensive, a comprehensive 2-day webinar offered by The Cause Catalyst Co in partnership with Swaim Strategies.

When: April 23-24, 2025
What you'll learn:

• Creating a year-round stewardship calendar

• Personalization strategies for donors at every level

• Technology tools to streamline your stewardship efforts

• Measuring and improving your stewardship effectiveness

Register now at: https://us06web.zoom.us/webinar/register/WN_X9NB9kl_RtewHoqNoNag7w

Transform your donor relationships from transactions to partnerships. Your mission—and your donors—deserve nothing less.

And if you were an attendee at the Elevate Conference this year, be sure to automate some of these tasks with your 30-day free subscription to Nonprofit Automation Agency from speaker Rachel Bearbower.