The goal of an individual giving program is to get not just investment, but continued investment from donors. In this age of instant gratification, patience has become a dirty word. But that’s exactly what will be required if you are to secure a major gift.

In “Nonprofit Management 101,” Kay Sprinkel Grace describes the process of donor stewardship. This is defined as the ongoing relationship with a donor after a gift has been made and, if done successfully, can lead to a major gift. It is all too tempting to simply ignore the donor until the next time money is needed, but that is exactly the wrong approach to take.

Grace wrote that it is important to keep donors informed of progress the nonprofit is making because of their donations. Whether it’s a quick email about an accomplishment or news about the issue your organization addresses, updates are greatly appreciated by donors.

Effective stewardship is defined by what donors want. Grace wrote that an organization should ask them how often they want to receive updates on progress and other news, and then follow up appropriately. She also recommends providing a calendar for board members of opportunities to bring donors to the organization. Connecting your work to real people and stories helps donors better understand the kind of impact they can make by giving to the organization. And the more they feel connected, the better the opportunity for larger gifts in the future.

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