As we welcome 2025, I’m inspired by the generosity we witnessed during the 2024 holiday season. For many animal care organizations, the holidays are often the busiest time of the year, with donors inspired by the season to support causes close to their hearts.
But as we move forward, the question becomes: How can we sustain that momentum and deepen relationships with those donors?
Stewardship is the answer! It’s not just about saying thank you—it’s about creating meaningful connections that inspire donors to continue their support.
Why post-holiday stewardship matters
Acquiring new donors has never been more challenging than it is today.
Direct mail acquisition costs are rising, and fewer donors are giving to multiple organizations than before. In fact, a recent survey of nonprofit leaders shows “difficulty acquiring donors” as their top challenge.
And since bringing in new supporters is so tough, keeping the ones you have should be the main priority.
Currently, only 30% of new donors give a second gift—a statistic we’ve all grown too comfortable with as an industry. To shift that trend, we need to prioritize the donor experience.
Animal care donors want to feel appreciated and connected to the animals and people they’re supporting. If we can deliver tailored, heartfelt gratitude, we can move beyond that initial gift and cultivate lifelong supporters that drive your mission.
Common pitfalls in stewardship
One of the biggest and most common mistakes organizations make is underestimating their capacity for donor stewardship. Many nonprofits limit their gratitude efforts to high-dollar donors, missing opportunities to connect with supporters giving smaller but still very intentional gifts.
For example, a donor who gives $25 may have the potential to give $5,000 down the road. But if they don’t feel appreciated when first beginning their journey with your organization, they’ll never take that next step.
That’s why it’s critical to provide a meaningful experience for every donor, regardless of their gift size.
Another common pitfall is delaying gratitude. These days, instant communication is the norm. Waiting too long to thank donors can make them feel forgotten or insignificant.
While next-day responses may not always be feasible, reaching out within two to three weeks is recommended.
Creative solutions for stewardship
So, how can your animal care organization thank donors effectively in the months following the holiday season? Here are some strategies to consider:
- Ongoing gratitude systems: Implement a system that sends out thank-you messages consistently—whether through voice broadcasts, postcards or emails—on a regular basis. RKD Connect offers live thank-you calls and handwritten notes, creating a personal touch that donors appreciate.
- Impact reports and newsletters: Use January and February to share the outcomes of donor contributions within your organization. Impact reports and donor-centric newsletters can showcase the tangible difference their gifts made over the past year, reinforcing the value of their support.
- Tailored messaging using donor data: Leverage donor data to personalize your messages to your donors. Knowing which appeals resonated with supporters in the past allows you to craft thank-you notes that align with their interests and motivations.
- Tiered gratitude efforts: Every donor deserves our attention, but not every donor needs the same level of acknowledgment. High-dollar donors might receive handwritten notes or personal calls, while lower-dollar donors can still feel appreciated through postcards or automated messages. Consider adding different levels of acknowledgement.
- Timely and relevant gratitude: Ensure that your thank-you messages are timely and connected to the donor’s gift. Delayed responses can make your gratitude feel less genuine, so aim to reach out within a month of their donation.
A Call to Action for 2025
When nonprofits prioritize stewardship, the results speak for themselves time and time again. I’ve seen retention rates improve rapidly and donors become more engaged when they feel truly valued for their donation.
Gratitude is not just a nicety—it’s a strategy for building lasting relationships and ensuring the sustainability of your mission.
As we kick off the new year, I encourage animal care organizations to evaluate their stewardship practices. Ask yourself:
- Are we thanking every donor, regardless of their gift size?
- Are we using donor data to personalize our gratitude?
- Are we making gratitude a regular part of our operations?
The time to act is now. Even small changes to your stewardship strategy can make a big difference in donor retention and long-term growth.
Let’s make 2025 a year of meaningful connections and shared success.
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