When it comes to donor stewardship, small gestures can yield big results. In the case of Morton Blackwell, the president of the Leadership Institute, a simple jar of honey turned out to be a powerful tool for donor cultivation, inspiring increased generosity from his supporters.
In today’s fundraising landscape, where organizations compete for donor attention and loyalty, personalized, thoughtful gestures can set your nonprofit apart from others. Let’s explore why this matters and how you can apply these principles to build deeper connections with your donors.
Thoughtfulness That Stands Out
Morton Blackwell’s honey isn’t just a gift—it’s an extension of his brand. He began sending jars of his homegrown honey to his most generous donors, and the results were staggering. Many recipients increased their giving significantly, some even by 10x. A follow-up A-B test further confirmed the impact: those who received the honey gave more than those who didn’t.
This personal touch not only demonstrates appreciation but also keeps the Leadership Institute top-of-mind for donors. Every time they use the honey, they think of Morton and the mission they’re supporting. It’s a simple, memorable way to make donors feel special.
The Value of Cultivation
At first glance, sending honey to thousands of donors may seem like an unnecessary expense. But when viewed through the lens of Donor Lifetime Value, it becomes a strategic investment. By showing your donors that they are valued, you build loyalty, which translates into long-term support.
This is where many organizations fall short. They focus on the immediate return of an action rather than the long-term benefits of consistent, thoughtful donor cultivation. If an investment today produces a 20x return over the next few years, wouldn’t you consider it worthwhile?
Personalizing the Donor Experience
One of the key takeaways from Morton’s story is the importance of standing out in a crowded donor marketplace. Many of your contributors likely support multiple causes, so how can you differentiate yourself from the others?
By providing unique, personalized touches—whether it’s a jar of honey, a handwritten note, or a thoughtful gift—you make your donors feel like they are a vital part of your mission. This aligns with Richard Viguerie’s Four Horsemen of Marketing: position, differentiation, benefit, and brand.
What’s your organization’s version of Morton’s honey? What gesture can you incorporate that will set you apart and remind your donors of their impact on your mission?
Building Long-Term Relationships
It’s not just about one-time gifts; it’s about fostering ongoing relationships. This concept ties into Roger Craver’s seven key drivers of long-term donor commitment, which include:
- Perceived effectiveness in achieving your mission.
- Consistency in communication.
- Timely thank-yous.
- Opportunities for donors to share their views.
- Making donors feel part of a larger cause.
- Genuine appreciation for their involvement.
- Providing clear information about who their donations are helping.
By focusing on these drivers, you can cultivate relationships that lead to significant, long-term support.
The Power of Storytelling and Legacy Building
Personal donor gestures also help create a legacy. In Morton’s case, he has taken his generosity to the next level by sharing daylily seedlings from his garden with donors. Now, each summer when those daylilies bloom, donors are reminded of Morton and the Leadership Institute.
What stories can you create for your donors that connect them emotionally to your organization’s mission? What actions can you take to ensure that your supporters are thinking about your cause not just when they donate, but throughout the year?
Conclusion
Thoughtful donor stewardship is about more than just saying thank you. It’s about creating memorable, personal experiences that keep your donors engaged and inspired. Whether it’s through a jar of honey, a handwritten note, or an unexpected gesture, these actions build lasting relationships and ultimately drive greater support for your cause.
By incorporating small, thoughtful touches into your donor strategy, you can transform your organization’s effectiveness, increase lifetime value, and truly Go Big!
