The transition from volunteer to donor is a significant step in a nonprofit supporter’s journey, but maintaining that relationship for the long term requires intentional stewardship.
Volunteer-donors, those who contribute both time and money, are uniquely valuable to an organization. They are deeply invested in the cause and have the potential to provide ongoing support.
By focusing on stewardship strategies that express gratitude, keep volunteers engaged, and encourage recurring giving, nonprofits can build lasting relationships that ensure sustained support for their mission.
Together we'll explore the key strategies for stewarding volunteer-donors, including meaningful ways to thank and recognize them, creating ongoing engagement opportunities, and encouraging recurring donations.
Thanking and Recognizing Volunteer-Donors
Expressing gratitude is one of the most important elements of donor stewardship. For volunteer-donors, a combination of appreciation for both their time and financial contributions is essential to making them feel valued. A thoughtful approach to thanking and recognizing these supporters can strengthen their connection to the organization and increase their likelihood of continuing their support in the future.
Meaningful Ways to Express Gratitude
Volunteer-donors contribute to an organization in multiple ways, and nonprofits should ensure that their expressions of gratitude reflect this dual commitment. While generic thank-you notes may suffice for one-time donors, volunteer-donors deserve a more personalized approach that acknowledges both their time and their financial gifts.
- Personalized thank-you messages: Rather than sending a standard thank-you email, organizations can craft personalized messages that reference specific contributions the volunteer-donor has made. For instance, a thank-you note might mention the number of volunteer hours they’ve completed, the project they worked on, and how their donation will further impact that cause.
- Handwritten notes or calls from leadership: A handwritten note from a board member or a personal phone call from the executive director can make a volunteer-donor feel appreciated in a way that automated messages cannot. This level of personal attention demonstrates that the organization recognizes the importance of their contribution.
- Special thank-you events: Hosting appreciation events for volunteer-donors, such as an exclusive reception or an annual volunteer-donor appreciation dinner, can provide a more public form of recognition. These events not only offer a space to thank supporters in person but also create opportunities for them to connect with other committed members of the organization’s community.
Public Recognition and Impact Reports
Volunteer-donors often appreciate being recognized publicly for their efforts. Nonprofits can highlight their contributions through newsletters, social media posts, and annual reports.
Public recognition serves a dual purpose: it shows the volunteer-donor that their efforts are valued while also encouraging others to follow their example.
- Spotlights: Featuring volunteer-donors in newsletters or on social media allows nonprofits to tell their story. These spotlights can share details about the volunteer’s involvement, their motivation for supporting the organization, and how their contributions have made an impact. Not only does this publicly honor the volunteer-donor, but it also inspires others to get involved.
- Impact reports: Sending volunteer-donors detailed impact reports that outline how their contributions—both time and financial—have helped the organization achieve its goals is another effective way to steward them. For instance, an impact report might highlight how volunteer efforts have saved the organization thousands of dollars in labor costs, while their financial gifts helped fund a specific program or initiative.
Public recognition and personalized impact reports go beyond a simple thank-you and help solidify the volunteer-donor’s connection to the organization by showing them the tangible outcomes of their support.
Ongoing Engagement Strategies
Stewarding volunteer-donors for long-term support requires more than just thanking them; it involves keeping them engaged with the organization. Finding ways to continue involving volunteer-donors in both volunteer activities and donor-related initiatives can deepen their connection to the cause and increase their long-term commitment.
Keeping Volunteers Involved After Their Donation
After a volunteer makes a financial contribution, nonprofits must ensure they remain engaged with the organization in a meaningful way. Allowing volunteers to step back from their hands-on roles after donating is a common mistake. Instead, organizations should continue offering opportunities for volunteers to stay involved, whether through more volunteer projects, leadership roles, or events.
- Inviting volunteers to lead projects: Once a volunteer has demonstrated a high level of commitment by becoming a donor, nonprofits can encourage them to take on leadership roles within volunteer programs. This could include leading a specific project or recruiting new volunteers for an event. By elevating their responsibilities, organizations can keep volunteer-donors deeply engaged with the mission.
- Offering exclusive events and experiences: Nonprofits can offer special events or experiences tailored to volunteer-donors. For example, behind-the-scenes tours, Q&A sessions with leadership, or access to high-profile events can help keep these supporters connected. These exclusive experiences show that the organization values their dual contributions and wants to keep them involved in meaningful ways.
Creating Opportunities for Continued Engagement as Both Volunteers and Donors
Maintaining long-term support from volunteer-donors requires ongoing opportunities for engagement. Nonprofits should regularly offer ways for these supporters to contribute both their time and their financial resources.
- Dual engagement campaigns: Organizations can create campaigns that encourage volunteer-donors to participate in a volunteer activity and make a financial contribution simultaneously. For example, a “double your impact” campaign might invite volunteer-donors to both donate and sign up for a day of service. These campaigns reinforce the idea that their dual support is essential to the organization’s success.
- Peer-to-peer fundraising: Volunteer-donors are often excellent candidates for peer-to-peer fundraising campaigns. Nonprofits can ask them to leverage their personal networks to raise funds for the organization, while also continuing to volunteer. This type of involvement keeps them actively engaged and gives them a sense of ownership over the fundraising process.
Ongoing engagement is key to keeping volunteer-donors connected to the organization and motivated to continue supporting its mission.
Encouraging Recurring Giving
While one-time donations are valuable, nonprofits should aim to cultivate volunteer-donors as recurring donors. Monthly giving programs, in particular, are an effective way to ensure sustained financial support. By creating pathways for volunteers to become recurring donors, organizations can build a reliable source of income while maintaining the volunteer-donor’s sense of involvement.
Creating Pathways for Volunteers to Become Recurring Donors
Encouraging volunteers to become recurring donors requires clear communication and intentional outreach. Nonprofits should explain the impact of regular financial support and how it complements the volunteer’s ongoing contributions of time.
- Highlighting the ease and impact of monthly giving: One of the main advantages of monthly giving is its convenience. Nonprofits can emphasize how easy it is to set up a recurring donation, often requiring just a few clicks. Organizations should also explain how recurring gifts provide steady, reliable funding that allows the nonprofit to plan more effectively and ensure long-term program success.
- Tying monthly giving to volunteer involvement: When encouraging volunteers to become recurring donors, nonprofits should highlight how their monthly donations will enhance the work they’re already doing as volunteers. For example, a volunteer working in an after-school program might be asked to contribute $20 a month to help provide school supplies for the children they’re mentoring. By connecting the donation to the volunteer’s specific activities, nonprofits make the ask more compelling and relevant.
Monthly Giving Programs Tied to Their Volunteer Involvement
A well-designed monthly giving program that ties into the volunteer’s involvement can be highly effective. Nonprofits can create specific tiers or giving levels that are directly linked to the volunteer’s work.
- Program-specific giving: Nonprofits can design monthly giving programs that support specific volunteer-led initiatives. For example, a “sponsor a meal” program for a food bank might invite volunteers to contribute a certain amount each month to cover the cost of a meal for a family. By linking monthly donations to the volunteer’s work, organizations reinforce the connection between their time and financial support.
- Recognition for recurring donors: Volunteer-donors who sign up for recurring giving should receive ongoing recognition for their support. Whether through special perks, such as invitations to exclusive events, or a listing in the organization’s annual report, recognizing recurring donors helps build loyalty and reinforces the value of their sustained contributions.
Stewarding volunteer-donors for long-term support requires a combination of gratitude, ongoing engagement, and opportunities for recurring giving. By thanking volunteer-donors in meaningful ways, keeping them involved through leadership roles and dual engagement campaigns, and encouraging them to become recurring donors, nonprofits can build strong, lasting relationships with these valuable supporters.
These strategies ensure that volunteer-donors remain connected to the mission and continue to provide both time and financial resources to support the organization’s goals.