Deepen the Trust: Following Through Builds the Future
May 04, 2025
Welcome to my B.R.I.D.G.E. blog series, a six-part guide for building stronger, more sustainable donor relationships. Each post explores one part of the B.R.I.D.G.E. Framework, my connection-based approach to major gift fundraising.
So far in the B.R.I.D.G.E. series, we’ve talked about connection, rapport, and aligned asks. But what happens after the meeting or the gift? That’s where the real magic happens.
Let’s talk about how to Deepen the Trust.
Why This Step Matters Now More Than Ever
Trust doesn’t just come from what you say, it comes from what you do. This includes following through in times when the economy is shifting, follow-through matters.
Donors are watching:
- Do you thank them personally?
- Do they receive updates?
- Do they feel like a true partner in accomplishing the mission — or simply a transaction?
This stage is where long-term relationships are either cemented… or slowly fade away.
A Client Story: The Surprising Follow-Up That Led to More
A client of mine closed a first-time gift from a donor of $25,000 last summer. The fundraiser sent a lovely thank-you email. And then things got busy with year end — and the fundraiser did not have another meaningful contact. Until she sent a New Year Card, but without much personalization. The fundraiser felt guilty because she knows that having several touch points a year is important to build trust and continue to reflect back the impact the donor has made.
When she reached out in mid-January, she heard nothing back from the donor. She had been hoping to share some updates about changes within leadership and was hoping for an in-person meeting.
As we started working together this year, we created a follow-up map: handwritten thank-you, followed by a "mid-year" update (7 months after the gift), a check-in 20 days later with a short impact update (with a promised longer discussion in person or on the phone or via Zoom), and a 5-minute gratitude call 30 days later. At each point, an offer to connect.
At this point it was about creating connection and keeping her promise about impact and keeping in touch.
The result? She had a meeting in late April and the donor was engaged in a discussion about the progress with the project. AND the donor has indicated her willingness to continue her support again this year.
Two Actions You Can Take This Month to Deepen Trust
1. Create a Mini Stewardship Plan
If you're working with major gifts, consider donors where you may need to build trust and set up a plan:
- Week 1: Handwritten thank-you
- Week 4: Personalized impact story, image or stat with context
- Week 8: Quick call or email to share what’s next
It doesn’t need to be fancy. It needs to be intentional. You may also consider setting up a plan for prospects you've qualified as well.
2. Deliver One “Unexpected Delight” to a Donor a Day for the Next 40 days
Send a short video update, share a client story, or invite a donor to something small but meaningful (even a Zoom peek behind the scenes!). Surprises deepen trust by showing thoughtfulness—especially when they’re not tied to another ask. For the next 8 weeks... see what changes and who gets more engaged! Double your efforts by choosing 2 donors a day!
The Upshot
Trust is built in small, thoughtful moments. And it’s these moments that create the foundation for what becomes transformational giving.
Donors have choices about where they give. Remember, they are not our donors, we are their charities (to quote Mark Phillips).
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This is Part 4 of the B.R.I.D.G.E. series.
Read earlier parts here or continue to Part 5: Guide the Conversation
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Want to build strong donor relationships—where they continue to give in good times and challenging times?
