At GivingTuesday, we hear from countless nonprofit leaders about the challenge of keeping new supporters engaged after the big day. Stewardship doesn’t have to be complicated, but it does need to be intentional. That’s why we’re excited to share this guest post from nonprofit coach and author Rhea Wong, who reminds us that thoughtful, human connection is one of the most powerful tools you have in the days and weeks after GivingTuesday. Her story offers a simple but meaningful lens for understanding what donors really want and how small touches can spark long-term loyalty.

I want to take you back to a moment that surprised me in the best way.

For my birthday, my husband took me to Eleven Madison Park, the kind of place where everything feels intentional, the lighting is flattering, the bread has its own origin story, and you instantly feel a sense of calm. 

We never mentioned it was my birthday. So when I opened the menu and saw “Happy Birthday, Rhea” printed at the top, something in me melted.

It wasn’t loud or extravagant. It was simply thoughtful. A small signal that I wasn’t just another table in rotation, I was a person they took the time to acknowledge. I’ve never forgotten it.

That’s the essence of stewardship: a moment of recognition that tells someone, “I see you. You matter.”

This is exactly what your donors are hoping for after GivingTuesday, whether they voice it or not.

GivingTuesday Is a Moment — Your Follow-Up Is the Relationship

On GivingTuesday, your donors showed up.

They leaned in.

They demonstrated trust.

And now, whether explicitly or not, they’re wondering:

• “Did anyone notice?”
• “Did my gift matter?”
• “Am I part of something — or was this just a transaction?”

Here’s the truth: if you don’t step into that emotional space quickly, the moment fades. Not out of neglect, simply because humans move on. Giving is emotional. Retention is relational. Relationships only grow when you tend them.

The Eleven Madison Rule: Thoughtful > Fancy

What made that birthday gesture unforgettable wasn’t the price tag, it was the intention.

That’s exactly what your donors need right now: Not perfection. Not production. Just presence.

• A short, heartfelt thank-you.
  
• A small story about impact.
  
• A moment of acknowledgment.

Loyalty isn’t built through big campaigns. It’s built through attention.

The Gentle Grandma Test

I often ask leaders: “If your grandmother sent you a check, how would you respond?”

You’d call her. You’d thank her. You’d tell her what her gift meant. You’d make sure she felt appreciated, not because of the money, but because you care. Your donors deserve that same emotional clarity and care: personal, warm, unhurried.

Here’s the Math (Because It Matters)

This part isn’t scary, it’s grounding.

Sector-wide, 70–80% of first-time donors never give again. Not because they don’t care, and not because your mission isn’t compelling, but because they didn’t feel connected after they gave.

Let’s say your GivingTuesday brought in 1,000 new donors or $50,000 raised, that’s a huge win. But here’s the hidden cost: if 75% of those donors never return, you’re losing tens of thousands of dollars in long-term donor value — not from failure, but from silence.

This isn’t about guilt. It’s about opportunity!

Retention is love backed by math.

What You Can Do This Week (Storytelling Edition)

1. Tell a real story.

• One person helped. One moment changed. One glimpse into your work.
• Tip: Use stories you’ve already captured and give them new life by repurposing content from blogs, reports, or social posts. See our blog, Be Repurposeful: Make the Most of Your Content, for practical ideas.

2. Connect their gift to the meaning.

•  “Your generosity helped make this possible.”

3. Use their name intentionally.

• Let it feel personal, not automated.

4. Affirm the relationship.

• “We’re grateful to have you with us.”

5. Stay consistent.

• Small, steady touchpoints build trust that lasts.
• For more on sustaining GivingTuesday momentum, check out The Generosity Continues: Next Steps after GivingTuesday for tips on sharing outcomes, year-end giving, and engagement opportunities.

Give Your Donors Their Own Eleven Madison Moment

You don’t need grand gestures or a perfect communications plan. You just need to offer what we all want: A little moment that says, “I see you. You matter.” GivingTuesday lit the spark. Your follow-up keeps it warm, and warmth is what keeps donors close.

If you want more insights, stories, and stewardship tools that deepen donor connection in real, human ways, join my newsletter at www.rheawong.com.