Key takeaways in this post about writing stewardship letters:

  • Sending personalized, gratitude-filled messages helps keep donors engaged, which is crucial since retaining donors costs less than acquiring new ones. Returning donors also tend to give more, making stewardship letters valuable for long-term support.
  • Beyond the initial thank you, foundations can use stewardship letters to share impact stories, update donors on campaign progress, and invite further involvement. This sustained communication keeps donors invested in the organization’s mission.
  • Tips include being prompt, personalizing each message, focusing on the donor’s impact and sharing relevant stories. These strategies help create meaningful connections that encourage future giving.


Author: WG Content
Last updated: 11/6/24

“Thank you.” Everyone loves to hear those two words, especially donors. That’s why stewardship letters are the unsung heroes of donor marketing.
Stewardship letters that express gratitude and encourages continued support for a cause are a powerful tool in donor marketing, building that relationship that leads to donor retention. Remember, it’s easier to keep a customer happy than to find a new one; the same applies to donor marketing.
Consider these statistics:

Learn how to keep donors engaged, educated and ready to support future efforts for your healthcare foundation or nonprofit.

What is a stewardship letter?

A stewardship letter is a tailored communication thanking donors for past generosity and ensuring they feel appreciated, regardless of the size of their gift. Whether hand-written, printed or emailed, these communications focus on building a relationship between your organization and a donor.

While stewardship letters thank a donor, they may also:

  • Share impact stories
  • Inspire additional support opportunities through gifts or volunteering
  • Educate on the status of campaigns and how you’re using their donations
  • Include printed or digital support pieces, such as newsletters, invitations to donor events, video messages and behind-the-scenes tours
  • Ask the donor if they want to be kept up to date on future giving opportunities

Research shows that when foundations and nonprofits don’t thank donors, they stop giving. A prompt stewardship letter is the first step in building that long-standing relationship with a donor.

When do you use a stewardship letter?

Health foundations and nonprofits can use stewardship letters for more than thanking a donor for a recent gift.

After the initial “thank you,” consider an ongoing communications strategy for donors that opt-in to this continued engagement.

Ways to use donor letters and emails include:

  • Asking for support for a specific project or initiative. Do keep these asks separate from thank you messages so your donors feel more personally connected.
  • Keeping donors informed about how you’re using their donations
  • Updating on a capital campaign project or specific campaigns that are relevant to the donor or in alignment with why they chose to give previously
  • Requesting feedback and a chance to speak about what’s important to them
  • Sending an email blast for Giving Tuesday or end-of-the-year appeals to take advantage of individual or corporate tax benefits

Stewardship letters are about growing and nurturing repeat donors. Just as you wouldn’t plant a tomato seed and hope for the best, you shouldn’t just thank a donor and hope that, unattended, they will respond again in the future.

Grab our checklist for crafting donor communications that convert.

7 Tips for writing stewardship letters and emails

When written well, donor letters can help fortify the connection between the donor and your organization. Here are seven tips for writing stewardship letters and emails:

  1. Be prompt when acknowledging gifts. Being thanked for their charitable giving via email is the preference for half of U.S. donors, making this even quicker. A prompt acknowledgment shows respect for their contribution and appreciation for their support.
  2. Be welcoming. A warm and personal thank you letter, addressing the donor by name, is far better than a templated message to “Dear Friend of Foundation.”
  3. Be appropriate to the giving and the giver. Whether you’re thrilled to welcome a first-time donor, thanking them for a gift made in honor of someone or recognizing a repeat matching gift, acknowledge their specific gift.
  4. Focus on the donor. Talk about the impact their gift made on others.
  5. Be clear and direct about how the donor can take action, such as volunteering, completing a survey or attending an event.
  6. Personalize your fundraising appeals, keeping in mind your donors’ areas of interest and preferred communication methods.
  7. Tell a personal story, focusing on real people who benefit from or serve with the program.

Get help writing stewardship communications

If you want big-picture support, our content strategists can create the blueprint for building personalized donor communications for your team to execute. Contact us today.

Follow-up questions about stewardship and donor communications:

A good rule of thumb is to communicate with donors at least once a quarter. Communications don’t have to be limited to newsletters or emails. They can include emails, birthday cards, special events and program updates. Personalize your communication based on the donor’s specific preferences and needs. Learn more about nurturing donor relationships.

Only 1% of donations use matching gifts, despite a national average of 10% of employees being eligible for matching gifts. An end-of-the-year reminder to use your employer’s matching gifts for your foundation is a timely way to tap into the annual giving surge and matching gift programs.

Seasonal fundraising letters pair with holidays, awareness months, annual events or seasons that hold significance for the cause or your donors. However, be sure your donor or prospective donor celebrates a holiday with religious undertones, such as Christmas or Hanukkah.

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