ANTHEA IVA
The Director of Redstone Marketing asks three nonprofit executives for their perspectives
Kerry Cutting
General Manager, Community Engagement, Guide Dogs Queensland
Worldwide research shows that donors increasingly seek meaningful connection, transparency and evidence of impact before, during and after giving. The 2024 Global Trends in Giving Report highlights that 68% of donors are motivated by seeing how their gift makes a difference, while the Lilly Family School of Philanthropy in the US notes that stewardship is directly correlated to donor retention and lifetime value. Leading charities worldwide are shifting from transactional fundraising to long-term relationship building, blending engagement and asks into a continuous, supporter-centric journey.
For Guide Dogs Queensland, the sweet spot lies in positioning stewardship not as a separate function, but as an integrated part of everything we do. In our community engagement team, which incorporates fundraising, philanthropy, volunteering, marketing, special events and advocacy, every engagement, surprise and delight or uniquely curated touchpoint — such as puppy updates, client success stories, advocacy wins, and special events — reinforces the life-changing impact of support. Global best practice suggests a ratio of three to five value-based stewardship interactions for every ask. This builds trust, deepens emotional connection and creates natural momentum for giving.
Data-driven segmentation enables tailored approaches: high-value donors receive bespoke engagement; regular givers are nurtured with ongoing updates and personalised upgrade asks; bequestors are stewarded with personal recognition and involvement. Worldwide trends also emphasise cross-team alignment. Guide Dogs Queensland is committed to working collaboratively across our organisation, from reception to the board, across fundraising, marketing, advocacy, human resources, finance, client and dog services; all teams are involved in contributing to a unified supporter experience.
Ultimately, by aligning global insights with our mission, Guide Dogs Queensland aims to grow a sustainable revenue stream to deliver greatest impact, while honouring the generosity and loyalty of our supporters. Stewardship becomes the bridge that transforms one-time donors into lifelong partners in delivering
life-changing services for Queenslanders
with low vision or blindness.
Adriana Aguilera
Head of Acquisitions, The Fred Hollows Foundation
It’s the never-ending dilemma for fundraisers: how much is too much? How do we keep supporters informed and inspired without overwhelming them to the point they opt out or it’s seen as a waste of money? How to strike the perfect balance with limited resources and keep pace with fast-moving technology?
At The Fred Hollows Foundation, we’re always testing and refining ways to improve donor engagement. From the moment donors give their first donation, we aim to create thoughtful journeys, sharing updates and showing the impact of their generosity, all while making sure the ongoing need for support to end avoidable blindness is there.
We connect through a range of channels to keep supporters informed, engaged and appreciated. Journeys are tailored based on channel of the first gift, type and value.
Email is our most cost-effective way to share updates and soft asks. Direct mail delivers more detailed content, such as appeal stories, newsletters, receipts and impact reports. Phone calls create personal conversations, whether to say thank you, discuss bequests or manage monthly donations. SMS works well for quick actions, like updating details or matching campaigns. And in-person and online events helps bring our work to life by sharing inspiring stories from the field.
Some of our most successful communications are when they feel personal, when letters come from Gabi Hollows or staff in the field. Every touchpoint is designed to make donors feel good about their giving. We’re often surprised by the heartfelt responses, whether it’s a generous donation or handwritten notes. It reaffirms why connecting with our supporters is so powerful.
Donor engagement is more than a strategy; it’s about nurturing a meaningful relationship. It means showing true impact in a way that makes supporters feel valued and connected, never overwhelmed. Getting that balance right is part of the
art of fundraising, where insights, donor care and creativity come together.
Jenny Oates
Fundraising and Consortium Manager, Parramatta Mission
People give to causes they connect with. At Parramatta Mission, we’ve found that both engagement and asks are essential — but it’s the balance that builds meaningful, lasting support and long-term relationships with donors.
It’s simple: if we don’t ask, we don’t receive. Clear, confident fundraising asks — supported by compelling statistics, impactful stories and evidence of need — are fundamental. But stewardship is what keeps people connected, inspired and aligned with our mission. In a world saturated with worthy causes and endless donation requests, attention and loyalty are harder than ever to earn and maintain.
That’s why we focus on creating real, tangible experiences for our supporters. Experiencing the work firsthand connects the heart and the head. When people understand not just what we do, but why we do it — through personal interactions with our community and frontline services — their support deepens.
Volunteering and sponsored lunch days have become our most successful pathway to engagement and to regular, ongoing giving. We invite individuals, groups and corporate partners into our spaces to prepare and serve meals, or be part of our programs, offering an opportunity to connect directly with the people we serve. These interactions foster empathy, understanding and a personal investment in our mission — laying the groundwork for sustained support.
We’re not just asking for funds — we’re inviting people into our story, our community and our impact… with opportunities to engage. When people see and feel the difference they’re making, asking becomes a natural next step — not a hard sell, but an invitation to do more.
At Parramatta Mission, we’ve learned that fundraising doesn’t start with the ask and we are lucky we have a service we can invite people into and share the experience. You can also find ways to share your programs and services with people, you just might need to get creative!
