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Accidental Stewards

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be careful

Are we accidental stewards?

Even worse, are we careless stewards, realizing – only as it comes time to reenlist the support of a current contributor – that they haven’t heard from us in over a year?

Or, are we deliberately, planfully, and thoroughly demonstrating responsible stewardship to our generous donors?

Many well-intentioned development officers do their very best to keep in touch with their closest constituents; maybe sending a birthday card, asking them to call at any time for any reason, and running right up to the floor should their name pop up on the daily census report. But this informal approach leaves far too much to chance, and an unacceptable probability of inconsistent stewardship.

Good stewardship is more than donor recognition and financial integrity. We must ensure that we connect our donors to the impact and results of their gifts, demonstrating their importance and our appreciation, keeping them informed and engaged, and welcoming and encouraging deeper involvement and investment.

Stewardship should extend beyond the development office, enlisting the active engagement of the entire organization: clinicians and service providers, senior management and front-line staff. Everyone can and should play a part. Hospital and hospice fundraisers should be educating their colleagues in purchasing, admissions, dietary, and housekeeping. The possibility that a major gift prospect could come through your emergency department, and have a less than acceptable patient experience with a certain radiology tech, ill-mannered triage nurse, or a disgruntled physician should not be keeping you up at night.

How frequently, with which vehicles, and by whom are we touching our most important constituents? Are we fully utilizing our database to keep track of these moves?

Consider how you can employ scripting, recognition events, annual reports, project updates, stories, and testimonials. Strategically incorporate personal correspondence, as well as broader communication vehicles, both printed and electronic. Give donors options on how and how frequently to receive information.

Good stewardship is a commitment to building and sustaining ever deepening and strengthened relationships with our donors. Genuine, respectful, appreciative, and collaborative relationships.

We can’t leave it to chance. It won’t happen by accident.

T. Christian Rollins, MBA, CFRE
Executive Vice President


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