Failed Stewardship Leads to Failed Fundraising

In this episode of The First Day podcast, host Bill Stanczykiewicz, Ed.D., is joined by Geah Pressgrove, Ph.D., professor at West Virginia University and public relations maven-turned-research powerhouse, to explore the mighty mechanics of donor stewardship. Dr. Pressgrove pulls back the curtain on her groundbreaking 2017 research that distilled 26 donor engagement practices into five clear stewardship buckets: relationship nurturing, reporting, responsibility, regard, and recognition. These aren’t just academic abstractions—they’re real-deal tools nonprofit professionals can use to build better relationships with their donors, based on both personal touch and public acknowledgment. The discussion dives deep into the nuance of reciprocity, revealing that while public recognition might seem like a win, it can actually backfire, sparking donor mistrust if they suspect funds are being funneled into fancy galas rather than mission impact. Dr. Pressgrove emphasizes the difference between “regard” (a warm, personal thank you) and “recognition” (public displays of appreciation) and how both influence donor loyalty in different ways. Her research shows these stewardship dimensions don’t just make donors feel good, they actually predict key outcomes like trust, satisfaction, and long-term commitment. Bonus points: the tools she developed are so practical, even nonprofits without research budgets can use them. Since publishing her original study, Dr. Pressgrove has expanded the research into global contexts—testing the stewardship model with museums, on websites, and through social media. She’s observed how different nonprofit sectors (education vs. health, pets vs. religion) and generations of donors value different stewardship elements. For instance, younger donors crave responsibility and personal connection, they want to see their impact and be treated as partners, even if they’re only giving $10. Meanwhile, older and high-capacity donors may appreciate traditional recognition, but only when it's thoughtfully tied to mission outcomes. One size most certainly does not fit all. The episode wraps with a passionate reminder that donor stewardship isn’t just a nice-to-have, it’s the linchpin of effective fundraising. If we chase new donors without nurturing the ones we have, we’re basically buying new plants while forgetting to water the old ones. Bill backs this up with data: first-time donor retention hovers around 40%, but that shoots up to 70–80% after a second gift. In other words, love your donors and they’ll love you back. Dr. Pressgrove urges fundraisers to embrace stewardship as a long game; personal, intentional, and research-informed.