Ah, Valentine’s Day - roses, chocolates, and grand gestures of love. But who says this holiday is just for romantic relationships? February 14th is the perfect opportunity to show some love to a group of people who make your mission possible: your donors.
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In fundraising, stewardship is the art of nurturing relationships, ensuring donors feel valued and connected to your organization’s impact. Valentine’s Day offers a fun and timely excuse to go above and beyond with creative stewardship gestures. Let’s explore how you can make your donors feel truly loved this season while keeping them engaged year-round.

Valentine’s Day is the perfect opportunity to add a little fun and humor to your donor messaging. People love to smile, and humor is a great way to create an emotional connection. Try crafting clever, eye-catching messages that bring a lighthearted touch to your gratitude.

For instance, you could add sunglasses or heart eyes to a historic photo of your founder, playfully showing them “falling in love” with the support your organization receives. Incorporate some cheesy puns, like “We’re smitten with your generosity!” or “You’ve stolen our hearts with your support!” These little touches can make your thank-you feel more personal and fun, leaving your donors with a smile and reinforcing that they are truly appreciated.

Handwritten notes are a powerful way to connect with donors, offering a personal touch that shows genuine appreciation and care. The time and effort spent crafting a thoughtful message can make donors feel valued and recognized, strengthening their emotional connection to your cause.

But if you want to take it a step further, consider sending a heartfelt postcard instead. Postcards have a unique advantage—they don’t need to be opened, so the message is instantly visible, increasing the likelihood that your donor will engage with your words right away. Plus, postage is cheaper on postcards, allowing you to reach more donors without breaking the budget.

A Valentine’s Day postcard, adorned with warm, loving sentiments, not only conveys your gratitude but also ties into the season’s themes of connection, care, and appreciation, making it the perfect gesture to express how much your donors mean to your organization. A personal touch like this can leave a lasting impression far beyond the holiday.

Here’s some sample text that I’ve used before for Valentine’s Day. I work for a progressive seminary and one of hymns/chants we often sang was entitled “There is a love holding us.” So that inclusion made it very on mission and specific.

• Dear ___________, Happy Valentine’s Day! There is a love holding all we love. Thank you for being a monthly donor to SKSM, one of our Starr King Sustainers! Your monthly contribution helps us to build a sustainable community at Starr King. We are so grateful for you!​ Jessica Cloud

Reducing hard copy materials while reusing your messaging and imagery is a smart way to save on your stewardship budget without sacrificing impact.

Start by creating a list of your VIP prospects and donors who will receive the special handwritten postcards—this allows you to focus your efforts on those who merit an extra personal touch. Then, repurpose the same Valentine's Day-themed image and messaging for broader digital distribution, whether it’s through email stewardship messages or social media posts and carousels.
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This strategy helps you save on printing and postage costs, while still reaching everyone with the same heartfelt thank-you. Plus, it saves you from hand cramps after writing all those postcards! By creating a cohesive donor experience across multiple touchpoints, you’ll ensure your appreciation goes even further with less effort and cost.

Galentine’s Day, celebrated on February 13th, is a fun and heartwarming tradition that honors friendship among women, created by the popular TV show Parks and Recreation. It’s a day to celebrate the amazing women in our lives—whether they’re friends, family members, or colleagues.

This is the perfect opportunity to recognize and honor the significant role women play in philanthropy, especially since 85% of philanthropic decisions in high-net-worth households are made by women. Incorporating Galentine’s Day into your Valentine's stewardship campaign allows you to shine a spotlight on the powerful impact women have on charitable giving, both as individuals and within households.
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You can create messaging that acknowledges their leadership and generosity, and even invite your social media followers to give a shout-out to the important women in their lives for Galentine’s Day. This not only celebrates the women who support your cause but also engages your community in an empowering and inclusive way.

If your nonprofit is more oriented to serious social justice issues, lean into the origin of Valentine’s Day as a day of resistance. Though the true origins are obscured with legend and myth, o ne of the most popular stories centers on a Christian priest named Valentine, who lived during the reign of Roman Emperor Claudius II around the 3rd century AD. The emperor is said to have banned marriages for young soldiers, believing that single men made better warriors than those with wives and families. Valentine, however, defied this decree and continued to perform marriages for young couples in secret. When Claudius discovered this, Valentine was arrested and sentenced to death.

While in prison, Valentine is said to have formed a friendship with the jailer's blind daughter. Before his execution, Valentine is believed to have miraculously restored her sight. On the day of his death, he is said to have sent her a note signed "From your Valentine," a phrase that later became associated with the tradition of sending love notes.

St. Valentine was executed on February 14th, around the year 269 AD, and became a martyr for love and marriage. Over time, his story became intertwined with the celebration of romantic love, especially in medieval Europe, where the feast day of St. Valentine became a popular occasion for lovers to exchange gifts and messages.
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At Starr King School for the Ministry, we have used Valentine’s Day to remind our constituents that this holiday is more justice-oriented than they thought. We have told the story of St. Valentine’s Day and used the slogan “Peace. Love. And Justice” in our Valentine’s Day marketing.

Invite donors to participate in a Valentine’s-themed engagement activity. Here are a few ideas:

•  #WhyILove [YourNonprofit] Challenge: Create a challenge where followers post a photo or video explaining why they love your nonprofit. The most creative posts can win a thank-you gift or special recognition.
•   Spread the Love with a Donation: Encourage followers to donate in honor or in memory of someone they love and share a photo of the person they are honoring, tagging your nonprofit. Provide a special shout-out to those who participate.
• Give your Donors a Creative Gift: To show your love and appreciation, give your supporters a special Valentine’s Day coloring book featuring fun, themed designs relevant to your mission. Encourage them to share their masterpiece on social media and tag your org so you can share.

Valentine’s Day is more than a chance to say thank you—it’s a moment to deepen your relationship with your donors by showing them they’re not just contributors; they’re part of your family.

So this February, let’s sprinkle a little extra love and creativity into our stewardship efforts. Because when donors feel valued, they’re not just donors—they’re lifelong champions of your mission.

Happy Valentine’s Day! 💌

Which of these ideas are you most excited to try? Let me know in the comments! And remember, stewardship isn’t just a February thing—it’s the foundation of meaningful, lasting donor relationships.

Cheers!

I learned the power of recurring gifts when I ran a faculty/staff giving campaign. I saw how quickly even $5 payroll deductions added up across the year when dozens upon dozens of donor participated. When I arrived at a much smaller institution that really needed unrestricted gifts, I knew they needed a strong monthly giving program that would help us reach our annual goals.
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Recurring giving is a powerful strategy that can transform your nonprofit’s fundraising model. A successful recurring gift program provides steady, unrestricted income and builds a loyal donor base that supports your mission long-term. Here’s how to build a thriving recurring gift program from scratch.

A recurring gift program allows donors to give smaller, automated contributions on a monthly basis, typically via credit/debit card or bank draft. These "set it and forget it" donations make giving simple and budget-friendly for donors, while providing nonprofits with reliable revenue.

Why You Should Launch a Recurring Gift Program:

• Cost-Effective: Solicited only once, recurring gifts reduce acquisition costs.
• Predictable Revenue: Monthly gifts offer a consistent income stream.
• Higher Lifetime Value: Studies show that recurring donors give more over time compared to one-time or annual donors.
• Increased Donor Loyalty: The regular engagement helps deepen the relationship with your organization.

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Why Donors Love Monthly Giving
Monthly giving resonates with donors for several key reasons:

• Convenience: Automated payments make it easy to maintain their support without additional steps.
• Budget-Friendly: Smaller, regular donations are easier to fit into monthly budgets.
• Eco-Friendly: Recurring gifts reduce paper usage and reliance on direct mail, aligning with donor values around sustainability.
• Impactful: Donors feel a deeper connection, knowing their consistent support enables ongoing projects and growth.

Here’s a step-by-step approach to creating a sustainable recurring gift program that will drive long-term success.

Choose a donation platform that securely stores donor payment information and processes automated monthly contributions. Key features to consider include:

• Mobile Optimization: Ensure the sign-up process is seamless on all devices.
• Security: Look for Payment Card Industry (PCI) compliance and encrypted data storage.
• User-Friendly Maintenance System: Make sure the system is easy for staff to manage, update, and integrate with your CRM.

Pro Tip: The ability to automate receipts and acknowledgments in your software will save staff time and maintain a consistent donor experience.

Engage your team and leadership early. Present a clear case for why a recurring gift program is a strategic priority using data and examples:

• Highlight the benefits of consistent revenue and lower acquisition costs.
• Address any concerns about additional workload or technology investment.

Share a short executive summary and draft donation page copy with key stakeholders to secure buy-in and streamline implementation.

Develop a unique brand identity for your recurring giving group to create a sense of community. Consider naming the group and designing a logo (e.g., "The [Organization] Sustainers"). This branding helps build a strong identity and a feeling of belonging among donors.
Examples:

• Charity: Water’s "The Spring" 
• The Adventure Project’s "The Collective" 
• Starr King School for the Ministry’s "The Starr King Sustainers"

Begin by reaching out personally to a select group of 25-50 loyal donors, volunteers, or board members. These individuals are likely to be early adopters and provide valuable feedback for refining your program.
Action Steps:

• Make personalized calls or set up Zoom meetings to introduce the program.
• Explain the benefits of becoming a founding member and gather testimonials from these early donors.

Once you’ve piloted your program, it’s time for a full launch. Use a multi-channel approach to reach your audience:

• Email: Highlight the ease and impact of monthly giving.
• Social Media: Share testimonials and visual stories of impact.
• Direct Mail: Include a simple option to sign up for monthly giving on reply cards.
• Phone Campaigns: Engage donors directly and answer any questions they have.

Keep the momentum going by regularly reporting progress. Consider using a thermometer graphic to illustrate growth in monthly donors and total contributions.

While your main goal is sustainable support, offering small perks can enhance donor loyalty without significantly increasing costs:

• Access to an exclusive Facebook group or early event registration.
• An annual Zoom Q&A with your CEO or program director.
• Personalized thank-you notes or recognition on your website.

These gestures help make donors feel special and connected to your mission.

Ongoing maintenance is key to the success of your program. Be proactive about updating expired credit cards and follow up with donors whose payments fail. In January, send timely letters for tax purposes covering all of the gifts the donor made in the previous tax year. I’ve always liked to send monthly donors a sticker and/or car decal for every year they are in the program. 
Upgrade Strategy:

• Every 12-24 months, ask existing donors if they’d consider increasing their monthly gift. Even a small increase can have a big impact over time.

Persistence is crucial when building a recurring gift program. Plan an annual campaign to recruit new donors and replace any who have lapsed.
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Case Study: When we started "The Starr King Sustainers" program in 2016, we had just 11 donors giving under $1,000 monthly. By 2024, we grew to over 110 monthly donors contributing nearly $6,000 each month, providing a stable base of support for our mission.

​Building a successful recurring gift program takes time and effort, but the payoff is substantial. With a thoughtful approach and consistent stewardship, you’ll create a loyal base of donors who are passionate about supporting your mission month after month.

As a fundraiser, I have never felt like there was enough time to get everything done. I’d often start the day with the best of intentions, focused on raising money and cultivating donor relationships—the "main thing" in our work. But then, other tasks would creep in: emails, scheduling, reports, and urgent but less critical projects. Over time, I learned to shift my approach, adopting strategies that helped me stay focused on what truly matters while keeping everything else under control. Here’s what I discovered that transformed my productivity and mindset.

One of the biggest lessons from recent years is how much technology can simplify donor engagement while saving time. Here are my go-to virtual tools and strategies:

Zoom for Donor Meetings

• Use Zoom (or a similar videoconferencing software) for efficient 1:1 major donor conversations. A video call can create a personal connection without the time and cost of travel. Many donors appreciate this since it is saving the organization money.
• Coordinate small group meetings with donors and organizational leaders, like the president or executive director. These virtual roundtables help build relationships while respecting everyone's schedules.

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Blast Emails That Feel Personal

• Take advantage of bulk email that looks more like a simple Outlook or Gmail email to set up discovery visits or follow-ups. Crafting messages that feel personalized (even in bulk) increases your response rates and saves you hours compared to calling donors individually.