Tammy Zonker on How to Retain Major Donors

Donor stewardship is donor retention

I believe stewardship is the single most important factor in retaining major donors. It’s about going beyond the thank-you note and building a journey that feels personal and meaningful. And yet, we don’t plan or budget for stewardship activities.

Practical strategies:

• Acknowledge gifts warmly and immediately – Ideally within 48 hours
• Recognize thoughtfully – Publicly or privately, based on the donor’s preferences
• Report impact regularly – Show how their gift is making a difference, using stories, photos, and real outcomes
• Stay in touch – Not just with appeals, but with content tailored to their interests, invitations to exclusive events, and behind-the-scenes updates.

I’ve found that donors who feel seen and appreciated are far more likely to stay engaged and even increase their giving over time.

Show impact often

Major donors want to know their investment is making a real difference. I’ve seen organizations dramatically improve retention by sharing personalized impact reports, arranging site visits, or even inviting donors to meet beneficiaries in an ethical and empowering context.

Real-world example: At one nonprofit I advised, we created annual “impact books” for our top donors, filled with stories, photos, and thank-you notes from students directly helped by their gifts. The result? Our major donor retention rate jumped to over 83% the following year.

Research backs this up: Donors who receive frequent, personalized updates on their impact are significantly more likely to renew their support.

Engage beyond the checkbook

I’ve seen firsthand that the most loyal major donors are those who feel truly involved in your mission. Invite them to serve in advisory roles, join campaign committees, or act as thought partners.  This deepens their connection and gives them a sense of ownership. Note: Ensure donor feedback is applied in alignment with your strategic plans to avoid mission creep.

Action steps:

• Ask donors for feedback on new initiatives or community issues
• Invite them to strategic planning sessions, community listening sessions, or campaign launches
• Offer opportunities for them to host gatherings to raise awareness or discuss emerging initiatives or challenges

Build a donor experience journey

I’ve found that mapping out a donor experience journey—with consistent, purposeful touchpoints—helps ensure no relationship falls through the cracks. This could include a welcome series after the first gift, quarterly impact updates, annual stewardship events, and personal check-ins from leadership.

Key elements:

• Personalization – Tailor communications and experiences to each donor’s interests and giving history
• Consistency – Maintain a regular cadence of meaningful touchpoints
• Purpose – Every interaction should reinforce the donor’s importance to your mission

Want to see what a donor journey would look like in your fundraising system? Download your free guide to The Donor Journey, co-written by Cherian Koshy and DonorPerfect. 

Staffing for retention

Retaining major donors requires dedicated attention. In organizations where I’ve seen the highest retention rates, there are relationship managers assigned to each major donor, ensuring warm handoffs and continuity even if staff changes occur.

Tips:

• Define clear roles for stewardship within your team
• Train all staff and board members on the importance of donor retention
• Use your CRM to track every touchpoint and flag donors who need attention

Actionable takeaways

• Thank quickly and personally – Reach out within 48 hours of a gift, using the donor’s preferred communication method. A handwritten note or a personal call from leadership can make a lasting impression.
• Communicate impact frequently and with heart – Don’t wait for annual reports—share stories, photos, and data that show the real difference their support makes. Invite donors to see your work in action whenever possible and ethically appropriate.
• Engage donors in ways that go beyond giving – Offer meaningful opportunities for involvement, such as advisory roles, event participation, or thought partnership. Ask for their ideas and feedback.
• Create a mapped donor journey with purposeful touchpoints – Design a stewardship plan that includes regular check-ins, special updates, and invitations to exclusive events. Use your CRM to track interactions and ensure no one falls through the cracks.
• Dedicate staff to stewardship and ensure seamless transitions – Assign relationship managers to major donors, and make sure there’s a warm handoff if staff changes occur. Consistency builds trust.

Encouragement and call to action

If there’s one lesson I’d share from my decades in this field, it’s that major donor retention is about relationships, not transactions. Every touchpoint is an opportunity to deepen trust and inspire continued generosity. Don’t be afraid to innovate, educate, personalize, and ask your donors how they want to be involved.

I encourage you to:

• Review your current stewardship practices – Where can you add more personal touches or increase the frequency of impact updates?
• Share your successes and challenges with colleagues – We all learn from each other’s experiences.
• Reach out if you want advice or a sounding board—I’m always happy to help.
  

Let’s turn first gifts into lifelong partnerships and unlock generosity that transforms both our organizations and our communities.

Stay tuned for Part 3: How to Upgrade Major Donors, where I’ll share how to inspire your supporters to make their next big gift with confidence and care.