--- title: Retention in individual giving fundraising | Woods Valldata description: Getting your retention strategy right in individual giving fundraising is increasingly important. Find out more about the best approaches in our blog. image: https://info.woodsvalldata.co.uk/hubfs/group%20of%20older%20mean%20and%20women%20on%20a%20beach%20smiling%20and%20taking%20a%20selfie.png --- [![logo](https://www.woodsvalldata.co.uk/wp-content/uploads/2023/04/logo.svg)](https://www.woodsvalldata.co.uk/) - [About](https://www.woodsvalldata.co.uk/about/) - [How we work](https://www.woodsvalldata.co.uk/about/how-we-work/) - [Our people](https://www.woodsvalldata.co.uk/about/our-people/) - [Compliance](https://www.woodsvalldata.co.uk/about/compliance/) - [Careers](https://www.woodsvalldata.co.uk/about/careers/) - [Services](https://www.woodsvalldata.co.uk/services/) - [Response handling](https://www.woodsvalldata.co.uk/services/response-handling/) - [Lottery](https://www.woodsvalldata.co.uk/services/lottery/) - [Affinity](https://www.woodsvalldata.co.uk/affinity-lottery/) - [Aspire](https://www.woodsvalldata.co.uk/services/lottery/aspire/) - [Advantage](https://www.woodsvalldata.co.uk/services/lottery/advantage/) - [Raffle](https://www.woodsvalldata.co.uk/services/raffle/) - [Fulfilment](https://www.woodsvalldata.co.uk/services/fulfillment/) - [Direct Debit](https://www.woodsvalldata.co.uk/services/direct-debit/) - [Data strategy](https://www.woodsvalldata.co.uk/services/data-strategy/) - [Case studies](https://www.woodsvalldata.co.uk/case-studies/) - [Resources](https://www.woodsvalldata.co.uk/resources/) - [Insights](https://www.woodsvalldata.co.uk/resources/?_resource_category=insights) - [Blog](https://info.woodsvalldata.co.uk/blog?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.7.1687958199477&__hsfp=3372006991) - [Events & webinars](https://www.woodsvalldata.co.uk/resources/?_resource_category=events-webinars) - [Glossary](https://www.woodsvalldata.co.uk/glossary/) - [My account](https://www.woodsvalldata.co.uk/my-account/) - [Get in touch](https://www.woodsvalldata.co.uk/contact/) ![woods valldata](https://info.woodsvalldata.co.uk/hubfs/group%20of%20older%20mean%20and%20women%20on%20a%20beach%20smiling%20and%20taking%20a%20selfie.png) # Retention in individual giving: building lasting relationships with supporters Published by [Helen Halahan](https://info.woodsvalldata.co.uk/blog/author/helen-halahan) on Aug 23, 2023 4:34:25 PM ## Now, more than ever, retention and stewardship in individual giving are essential. In the world of fundraising, acquiring new supporters can be a daunting and resource-intensive task. However, the real challenge lies not just in bringing in new donors, but also in keeping them engaged and committed to your cause. This is where [retention strategies](https://info.woodsvalldata.co.uk/blog/why-you-need-a-supporter-engagement-startegy) come into play. Using technologies [such as Woods Valldata's SmartThank(TM) platform](https://www.woodsvalldata.co.uk/services/response-handling/) can create highly personalised timely communications to supporters on a large scale in response to campaign activity. But is there more you could be doing? [Retention](https://www.woodsvalldata.co.uk/glossary/retention/) is all about nurturing and maintaining the relationships you've built with your supporters, ensuring they feel valued within a programme. But what about [stewardship](https://www.woodsvalldata.co.uk/glossary/stewardship/)? How does it differ, and why are both of these concepts crucial for individual giving success? ## Understanding the difference: retention vs. stewardshi**p** Retention and stewardship are intertwined yet distinct concepts in the realm of individual giving. ### Retention Retention is primarily focused on keeping new supporters with your organization. It's about ensuring that those who have connected with your cause for the first time continue to be engaged, whether through financial contributions or other forms of involvement. ![group of older mean and women on a beach smiling and taking a selfie](https://info.woodsvalldata.co.uk/hs-fs/hubfs/group%20of%20older%20mean%20and%20women%20on%20a%20beach%20smiling%20and%20taking%20a%20selfie.png?width=1200&height=800&name=group%20of%20older%20mean%20and%20women%20on%20a%20beach%20smiling%20and%20taking%20a%20selfie.png) ### Stewardship [Stewardship](https://fundraising.co.uk/2008/10/23/survey-points-three-kinds-fundraising-stewardship/), on the other hand, takes a longer-term perspective. It involves fostering emotional connections with supporters, inspiring them, and cultivating relationships that lead to sustained positive actions. Stewardship aims to transform one-time supporters into advocates who not only give but also actively promote your cause and participate in various ways. ## Why do retention and stewardship matter? Both retention and stewardship are critical for individual giving success. First and foremost, they contribute to increased income for your organisation. Engaged and committed donors are more likely to continue their support, [thus providing a consistent source of funding](https://info.woodsvalldata.co.uk/blog/how-to-create-a-supporter-journey-that-gets-results). But it's not just about the money. Building a strong relationship with your supporters generates a sense of love and affinity for your cause. This emotional connection can turn supporters into advocates who spread the word about your organization and get involved in various capacities, increasing their loyalty and life time value. ![three multi racial young people laying on the grass smiling at the camera, with smart phones or tablet in hands](https://info.woodsvalldata.co.uk/hs-fs/hubfs/three%20multi%20racial%20young%20people%20laying%20on%20the%20grass%20smiling%20at%20the%20camera%2c%20with%20smart%20phones%20or%20tablet%20in%20hands.jpg?width=1200&height=801&name=three%20multi%20racial%20young%20people%20laying%20on%20the%20grass%20smiling%20at%20the%20camera%2c%20with%20smart%20phones%20or%20tablet%20in%20hands.jpg) ## Practical approaches to retention and stewardship Implementing effective retention and stewardship strategies requires careful planning and consideration. Here's a practical approach to help you navigate these important areas: ### 1. Set clear objectives Define what you want your supporters to achieve – whether it's making repeat donations, engaging in volunteer work, or becoming advocates. Establish short-term and long-term goals to guide your strategy.   ### 2. Understand your supporters [Gather as much information as possible](https://www.philanthropy-institute.org.uk/blog/a-new-beginning-for-donor-loyalty-and-retention-at-last) about your supporters, their motivations, preferences, and communication habits. This insight will allow you to tailor your interactions and build stronger connections.   ### 3. Prioritize and plan Identify key products and actions that lead to the best lifetime value for your organization. [Develop a journey](https://info.woodsvalldata.co.uk/blog/how-to-create-a-supporter-journey-that-gets-results) that guides supporters through these steps, starting from their initial engagement.   ### 4. Cultivate emotional bonds Focus on loyalty, trust, commitment, respect, and making supporters feel valued and special. Use personalised communications to convey gratitude and demonstrate the impact of their contributions.   ### 5. Engage with relevant content Provide meaningful content that informs, inspires, and reinforces your supporters' connection to your cause. Share stories, updates, and achievements to keep them engaged.   ### 6. Ask and thank Incorporate well-timed asks for donations, volunteer work, or other forms of involvement. Always express appreciation and [thank supporters](https://info.woodsvalldata.co.uk/blog/10-top-tips-on-charity-donor-retention-woods-valldata) for their contributions.   ### 7. Flexibility and feedback Understand that supporters' preferences and behaviors can change. Allow for flexibility in your approach and [actively seek feedback to enhance their experience](https://info.woodsvalldata.co.uk/blog/8-considerations-for-crafting-effecting-supporter-surveys).   ## Measuring Success and Overcoming Challenges While the journey to successful retention and stewardship may take time and resources, the results are well worth the effort. Measure the impact of your efforts by tracking attrition rates, response rates to asks, and engagement levels. Remember that simplicity and flexibility are key; avoid overwhelming supporters with too much information or too many asks.  In the end, retention and stewardship are about nurturing relationships that go beyond financial contributions. They're about building a community of supporters who genuinely care about your cause. By understanding your supporters, setting clear goals, and delivering meaningful engagement, you can foster lasting connections that drive positive actions and advocacy for your organization. ## Looking for more? Watch our [Retention and Stewardship for Individual Giving webinar](https://info.woodsvalldata.co.uk/retention-stewardship-webinar-2023) on demand. Woods Valldata have been partnering with charities to enhance their individual giving activity for over 40 years. Our [response handling](https://www.woodsvalldata.co.uk/services/response-handling/) and [fulfilment](https://www.woodsvalldata.co.uk/services/fulfillment/) services are focused on your supporters’ experience and include technology that support retention and stewardship activities including automated communications via our SmartThank platform. 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[Read the full blog](https://info.woodsvalldata.co.uk/blog/stewardship-in-individual-giving-fundraising) ## [Retention and Stewardship in Individual Giving Fundraising](https://info.woodsvalldata.co.uk/blog/the-importance-of-retention-and-stewardship-in-ig-fundraising) When we think of developing our programmes and raising more income for our cause, pursuing new... [Read the full blog](https://info.woodsvalldata.co.uk/blog/the-importance-of-retention-and-stewardship-in-ig-fundraising) ## [Insights 2021 | Fundraising Services for Charities | Woods Valldata](https://info.woodsvalldata.co.uk/blog/individual-giving-trends-insights-2021) Want the lowdown on what's happened in individual giving fundraising over 2021? Look no further... 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Perfect for: - Testing if lottery is right for your charity - When charity admin and financial resources are limited - Charities and societies of any size **[Book a demo.](https://meetings.hubspot.com/gemma-ward?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Find out if Affinity Lottery is your perfect fit. [Get more info on Affinity Lottery including our ROI calculator](https://www.woodsvalldata.co.uk/affinity-lottery/) ## Aspire Owned by you and managed by us, Aspire Lottery is perfect for charities and not-for-profits looking to increase regular giving income from a different type of supporter.   Your Aspire lottery is unique to you, perfectly matched to your cause and ready to go to deliver increased fundraising income to your charity.  Perfect for: - Quickly and easily setting up your own lottery  - Migrating a small to medium sized lottery to a more intuitive platform **[Book a demo.](https://meetings.hubspot.com/julia-seidel?__hstc=147199208.9e5ab3d8a0ca3a3f5a12ec2a1f7616ec.1686240030480.1687955986587.1687958199477.32&__hssc=147199208.1.1687958199477&__hsfp=3372006991)** Find out if Aspire Lottery is your perfect fit. 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