Please read the above quote again. It’s based on years of research conducted by one of the foremost nonprofit experts, Dr. Adrian Sargeant.
I know how hard you work on every fundraising appeal you send out. First draft, second draft, 5 managers and the CEO all chiming in with edits and changes, third draft, fourth draft, send for final approval, make a few more small changes, get final approval.
At the end you have what you think will be a winning appeal. You send it out, email, post on social and wait. Donations start coming in. You’re relieved.
But the journey’s not over. You’re just at the start. Because now you have to execute the thank and report part of the donor cycle. And it’s the thank part where so many nonprofits fail.
It’s a major factor why, in my opinion, the donor retention numbers in our sector suck.
As Dr. Sargeant points out, if the gratitude you share after a gift is warm, heartfelt, friendly, full of love and ongoing, it will be memorable.
And when it’s memorable, that will positively influence donors to give again the next time you ask.
Donors recall the thanks you sent- or lack thereof. If it’s businesslike (opening line: “Thank you for your donation of $150”) it will fall flat. Donors won’t feel good about their gift. They won’t feel the joy of philanthropy.
Instead they’ll feel like it was all a business transaction. And that’s when they leave.
You need to ask: What type of experience are you giving your donors?
I wrote last week that now is a GREAT time for fundraising. Wanna raise more in 2025 and beyond?
Up your gratitude game.
The time to grow is now
Fundraising expert Mark Phillips says: “They are not one of your donors. You are one of their charities.”
That’s a quote you should print and hang in as many places as possible in your organization’s offices.
Donors have choices! They don’t HAVE TO stick with you. Which means it’s up to you and your team to build the relationship and keep the donor giving year after year.
I deliver trainings to nonprofits and one of my favorite topics to present is gratitude. When it’s done properly it works!
Because retention and raising money is such a big pain point for many of you, I want to share with you a part of my gratitude training. Below are 5 different ways to say thank you.
Important to note: The below ideas can be used for donors of any size, not just major givers.
- Video: No need for a Spielberg production! Open your phone, record a personalized, warm thank you and send. Could be delivered by the ED or one of your nonprofit’s beneficiaries. Something different that will stand out. (But if you wanna see a Spielberg production… Bowling Green built a new arena. Here’s the video they made to thank donors.)
- Photo: Send donors a photo from work being done in the field. It’s something tangible for them to hold and see. Add a note telling the story of what’s going on in the picture and its impact. Bonus: A donor came for a site visit? Send them a picture from their visit with a heartfelt thank you note.
- Zoom: You can’t always meet donors for coffee. Set up a 10-minute chat with them over Zoom. Thank them, share the impact of their gift, update about the organization’s work. A chance to make them feel good about their gift without having to leave their living room.
- Gift: Send donors a small gift. (If possible, something made by one your beneficiaries.) Add a handwritten thanks card. When considering a gift, you want to send something thoughtful and personalized. Maybe you know what hobbies and interests a particular donor has. A little gift related to that shows you know them and will definitely be memorable.
- Donorversary: I really feel that every nonprofit should do this. Look in your database. Find the date of a donor’s first donation to your organization. Send the donor an email wishing them a happy donorversary! Thank them for partnering with your organization to solve a problem and impact people in the community. Bonus: Send a short video/GIF of your staff wearing party hats, blowing party horns and throwing confetti in the air to celebrate.
If you’re gonna send handwritten letters/postcards, please be like my friend Francesca. She’s the CEO of the United Way of Bruce Grey and this is what she does:
On the left are the envelopes she uses to send handwritten cards to donors. See the colored ones? Those will stand out in people’s mailboxes! As she told me, “Donors have told me that when they see that envelope they automatically know it’s from me. And they rush to open it!”
In the middle are two of the custom cards she uses. On the right is a handwritten note. Francesca writes hundreds of those personalized cards each year. That’s how ya show great gratitude!
Gratitude isn’t a four letter word. And it doesn’t have to come only after a gift. It can be sent at any time, year round.
When great gratitude becomes central to your fundraising and marketing efforts, you’ll see a change. A good change. One that leads to growth and thrival.
