 Valentine’s Day for Donors: The Art of StewardshiPAh, 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. 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. 1. Don’t be Afraid to be CutE 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. 2. Handwritten Notes: The Timeless ClassiC 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.
3. Reduce and ReusE 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. 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. 4. Galentine’s DaY 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. 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. 5. Resistance on Valentine’s DaY 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. 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.  6. Create a Donor-Engagement ChallengE Invite donors to participate in a Valentine’s-themed engagement activity. Here are a few ideas:
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!  PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my e-newsletter, which includes the best articles on fundraising, productivity, and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!
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Jessica Cloud, CFREI've been called the Tasmanian Devil of fundraising and I'm here to talk shop with you. Archives
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