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Stewarding stewardship

Fundraising | Celina Ribeiro | 29 Oct 2008

There is no single definition of stewardship in fundraising and the majority of people think there need not be one, according to a new survey published this week.

In a report entitled All things to all men – what fundraisers really think about stewardship, Gordon Michie (pictured), director of development at Relationship Marketing, says “the idea that there is such thing as ‘fundraising stewardship’ as a single unified practice is a myth.”

Michie’s report, released at the Blackbaud conference for non-profits in London on Monday 20 October is based on the 105 respondents to his survey, which included directors of fundraising, consultants, and agencies.

On the basis of their responses – in particular the fact that 60 per cent did not believe it necessary to develop a standard definition of the term ‘stewardship’ - Michie has revised his past calls for a definition. But he maintains that more clarification is needed and instead has identified three separate types of donor stewardship co-existing in a ‘stewardship spectrum’.

At the most basic level ‘passive stewardship’ involves mass communication and base levels of donor care, such as thank-you calls and the keeping of accurate data; a level at which the donor is in total control of their relationship with the charity.

The second stage - the ‘active stewardship’ level - involves greater engagement between donors and charities, such as events.

Finally ‘proactive stewardship’ more closely resembles a traditional major donor-charity relationship and involves fewer donors, more intensely engaged in a mutually-responsive and beneficial collaboration with their organisation.

Michie said: “There is so much confusion around the term that we do need it clarified, because how fundraisers practice stewardship is very different depending on which part of the stewardship spectrum they’re in,” he said.

Michie suggests that the Institute of Fundraising explore the findings of his survey and look to producing guidance on how organisations can implement stewardship practices to maximum and mutual benefit.

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Who's Who: Celina Ribeiro