Ever find yourself wondering how to make your donors feel genuinely seen? Not just thanked, really seen? It might be as simple as scissors, a glue stick, and a little old-school charm.
Kevin Mehrer, Development Director at Scouting America’s Northern Lights Council, knows a thing or two about relationship-driven fundraising. In a recent episode of The Focused Fundraiser, Kevin shared a powerful story: One of his major donors was featured in a local newspaper. Kevin didn’t just send a congratulatory email. He drove out, bought a copy of the paper, clipped the article, and mailed it to the donor with a handwritten note that said, “Congrats! We’re proud to have you in our community.”
It wasn’t about the nonprofit. It wasn’t even about a gift. It was about the donor.
Stewardship That Sticks
That kind of gesture may not scale to hundreds of donors, but it doesn’t have to. These small, personal moments are the glue that builds lasting relationships and lasting support. They show your donors you’re not just tracking gifts. You’re paying attention to them.
“Celebrate them as a person. We’re cheering them on and proud to have them as a supporter.”
In fundraising, the ROI of relationship-building is well-documented. Donors who feel appreciated are significantly more likely to give again. And FreeWill notes that donor lapse often stems from one simple thing: feeling unrecognized (source).
Kevin’s story is a masterclass in making donors feel seen. No fancy tech. No budget required. Just intentionality and a real human moment.
Make It Personal (And Practical)
You don’t need to grab scissors every time a donor wins an award. But you do need a strategy for embedding meaningful touches into your stewardship. Here are a few ways to put Kevin’s philosophy into action:
- Use a donor journey framework. With a plan like the Smart Steward Method, you can map out when and how to show appreciation, from welcome emails to surprise thank-yous.
- Automate the routine, humanize the rest. Tools like DonorDock help you build donor journeys that include custom reminders for birthdays, anniversaries, or key milestones.
- Carve out focus time. As Kevin said, mission creep is real. Use a system like the 15-Hour Focus Framework to dedicate part of your week to donor love.
- Create a list of "micro moments." Keep a running list of little ways to surprise and delight: newspaper clippings, handwritten cards, social media shoutouts, or even a simple phone call just to say thanks.
The Secret Ingredient? Listening.
Kevin’s story worked because he noticed. He saw his donor in the news, paused long enough to connect the dots, and took action. That kind of listening is what transforms a donation into a partnership.
In the words of one major gifts officer: “I listened to what my donor said about preferring short proposals. I delivered one page. The result? A $300,000 gift.” (source)
Start Small. Start Today.
You don’t have to overhaul your entire stewardship plan to create more donor love. You just need to notice something human, and respond. Whether it’s a milestone, a quote in the paper, or just a gut feeling that it’s time to check in, that small step could be the start of a big relationship.
Because in the end, fundraising is about people. Not transactions.
Ready to build meaningful donor relationships without the overwhelm? Start here.
