Nonprofit stewardship offers a roadmap to customer service excellence

Something I learned this year… if the companies I purchase from treated me the way HonorHealth Foundation treats its donors, I would be a customer for life! We live by a code of relationship-based fundraising. Imagine the success that would result from a similar approach by for-profit companies?

In a perfect world, businesses would understand the needs of their customers, build strong relationships, maintain open communication and handle issues quickly. Some do it better than others. But did you know that nonprofit organizations practice these same principles? And quite often, they do it far better than their for-profit counterparts.

The strategies nonprofits like HonorHealth Foundation use to engage and retain donors can offer valuable insights for companies looking to enhance their customer service practices. Let’s explore how nonprofit stewardship serves as a roadmap to customer service excellence for any organization.

The Core of Stewardship

At its heart, nonprofit stewardship (also called “donor relations”) refers to the intentional, ongoing effort to engage, thank and build relationships with donors after they’ve made a contribution. It’s about showing sincere appreciation, communicating the impact of their gifts and making them feel valued.

At HonorHealth Foundation, this process doesn't stop at the donation; it continues as we keep donors informed about how their gift is at work within HonorHealth and the difference it makes for our patients and community. As a result, donors feel they are part of a larger mission.

Cultivating long-term relationships with donors is crucial because it encourages repeat giving and fosters a sense of ownership in the organization’s success. I’m sure you know some for-profit companies that would surely benefit from sincere, responsive, relationship-based customer service, as is the norm in successful non-profits.

Similarly, businesses that strive for customer service excellence must work to develop lasting relationships with their clients, not just make one-time sales. Both nonprofit stewardship and customer service excellence hinge on understanding the needs of the individual, showing gratitude and providing continuous value.

Personalized Communication Builds Strong Bonds

One of the most effective donor relations strategies in the nonprofit world is personalized communication. Whether through thank-you notes, birthday cards or custom emails, we take the time to show donors they are more than just a number. We celebrate how their donations are being used and share stories that highlight the positive change donors are helping to create.

For-profit companies can take a cue from this approach. Tailoring communications to individual customers based on their preferences or past interactions creates a personalized experience that builds loyalty. When customers feel recognized and appreciated, they are more likely to return and recommend the business to others. Personalization in both nonprofits and for-profits is not just about being polite, but about fostering emotional connections that create trust… and repeat business.

Building Trust through Transparency and Accountability

Stewardship is grounded in transparency and accountability. Donors want to know that their contributions are being used as they intended, and we report back with clear, honest updates on the impact of their gifts. This transparency is a powerful tool for creating trust.

Businesses can be equally transparent in their customer service practices. Whether it’s about pricing, service delays or product availability, open communication helps build trust and ensures customers feel valued. If a business makes a mistake, being accountable and offering solutions, just as we would respond to a donor concern, strengthens relationships.

Create Long-Term Value by Focusing on Impact

We don’t just ask for donations — we show the results of those gifts. Donors want to see the difference their contributions make in the world. We produce impact reports, share success stories and keep donors updated on their areas of interest. We have created donor recognition societies to honor generosity and loyalty. By demonstrating the tangible effects of a donor’s generosity, our supporters remain engaged and invested in our mission for health and well-being.

For-profit companies can apply the same type of programs in their customer service. Customers don’t just buy a product or service; they want to experience value. Whether it’s through exceptional service, loyalty rewards or tangible results from using a product, businesses must show how they are making a positive difference in their customers’ lives.

Ultimately, both nonprofit stewardship and customer service excellence share a common goal: building and nurturing relationships that last. Whether you’re a nonprofit keeping donors engaged or a business keeping customers happy, the principles of personalization, transparency and impact remain key to success. When you focus on your supporters as individuals — whether they’re donors or customers — and invest in long-term relationship-building, you set the stage for lasting loyalty, trust and success.

Happy holidays and here’s to a successful 2025, whether you work in the nonprofit or for-profit world!