“Thank you’s come in all different shapes and sizes.”
Saying thank you never goes out of style. It’s simply good manners in all walks of life; especially in fundraising. Donors want to know that their contributions, large and small, are appreciated and will be used for their intended purpose.
The way you say “thank you” to donors could be the most important communication piece you create. How you recognize their generosity and your plan to keep these donors engaged with your organization will often mean the difference between a one-time gift and long-term support.
Thank you’s come in all different shapes and sizes. They provide an opportunity to build relationships with the donors, and they have the potential to catapult into additional and hopefully larger gifts.
The Rule of 7
Experts recommend connecting with your donor seven times during the year so that when you are ready to make an ask the following year, the donor is confident in your mission and leadership. This simple yet effective concept is known as the “Rule of 7”.
You might think that’s a lot, but there are numerous opportunities to send your thanks to donors. Here are 7 simple ways to say thank you:
Thank You Note or Letter - If you are using a form letter, which is totally appropriate, it never hurts to write a simple handwritten note on the letter with a personalized message. This is a sure way to let the donor know that you’ve seen their gift and that it matters. Sometimes a note card is a nice change from the form letter; it just looks and feels extra special.
Personally, I like to see donations acknowledged within 72 hours of receipt – the thank you should be immediate, often while the gift is still on the donor’s mind. The quick turnaround also shows the donor that his/her gift is important to you.
A Thank You Call - Thank you phone-a-thons, with volunteers - or even student recipients - is a great way to express your gratitude to donors. What a nice surprise to pick up the phone and hear a “thank you” instead of a sales call!
Website/Newsletter - Thanking donors publicly not only impacts the donor, it can serve as an incentive for potential donors as well. People enjoy being recognized in public – it often makes them feel included. Yet, there are those who choose to be anonymous. Be sure to be cognizant of those requests.
Video Thank You - Today more than ever nonprofits are using videos to reach their audiences. Within the last year, we’ve become a video-communicating society, and thanks to Zoom, people are more familiar than ever with video. This is a great way to thank donors for their generosity.
Birthday Card - A birthday card celebrates the donors, not the donation, and lets them know that you care about them, above and beyond their donation. Opening that personalized card or greeting is sure to put a smile on your donor’s face.
Invitation to a Special Donor Recognition Event - New donors may not know a lot about your programs or services, so inviting them to your events is a great educational opportunity to tell your story and have them see your program in action. It’s also a great way to have them meet fellow donors and hear about why they choose to give.
Introduction to a Scholarship Recipient – If your organization awards scholarships, your recipients are your greatest assets. Donors love to meet the students who directly benefit from their generosity.
Even the well-intended stumble into some no-no’s when it comes to thanking donors. Here are some common mistakes that you’ll want to avoid:
Delayed responses. Avoid at all costs. Try to send your acknowledgement letter within three days (72 hours) of the receipt of the gift.
Misspelled names. Be sure to spell the donor’s name correctly - and everything else in the letter for that matter - but the name is most important. Listing an incorrect name could offend the donor.
No personalization. According to recent research, approximately 71 percent of donors feel more engaged with a nonprofit when they receive content that’s personalized. And that’s the first step in building a relationship with your donor.
Stale content. A thank you letter is an opportunity to make your donors feel warm and fuzzy. Tell a story. Make it memorable. And remember to revise the thank you letter template at least annually. No one wants to receive the same, stale copy year after year.
Neglecting donor requests. If your donor asked for his gift to remain anonymous, the thank you letter should reflect this. If she or he earmarked the gift for a particular purpose, they want to see that noted in the thank you letter. If donors ask for pledge reminders, they want to hear that you’ll take care of it. Donors want to know you’re listening.
Missing the impact. Donors want to know that you really need and appreciate their gifts, and that those donations will be put to good use. Don’t forget to let the donors know how their gifts will impact your organization.
Plan Ahead
A Calendar of Thanks is a great way to plan out thank you’s in advance throughout the year, which makes it more likely that you will achieve the Rule of 7. Here is a sample acknowledgement calendar that can be modified to fit your needs:
JanuarySend a “Happy New Year” message
FebruaryRecognize donor’s birthday
MarchMake thank you calls
AprilRecognize donors at your annual gala
MaySpotlight a donor on social media
JuneSend a message announcing new scholarship recipients
JulyProvide a year-end report to donors
AugustDo a Volunteer Appreciation Breakfast
September Send a student testimonial with a thank you message
October Invite to a special donor recognition event
November Thanksgiving – A Great Time to Give Thanks!!
DecemberEnd of Year Giving Acknowledgment
Acknowledgements serve as the first step in a strong donor relations program. The Rule of 7 is a good one, but if it’s too much to tackle right out of the gate, try a quarterly approach. If you can thank your donors quarterly, that’s a step in the right direction! The most important outcome is to make donors feel that you and your nonprofit not only appreciate their gifts, but also appreciate them.
I'm a seasoned expert in the field of nonprofit fundraising and donor relations, with a track record of successful campaigns and a deep understanding of the importance of cultivating meaningful relationships with donors. Over the years, I've not only studied the best practices in donor appreciation but have actively implemented and refined these strategies to achieve long-term support for various organizations.
Now, diving into the concepts presented in the article, it emphasizes the crucial role of expressing gratitude to donors and outlines various strategies to ensure that donors feel appreciated and engaged. Let's break down the key concepts used:
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Importance of Thank You's:
- The article stresses that expressing gratitude is not just good manners but is particularly vital in fundraising.
- It emphasizes that the way an organization says "thank you" can significantly impact whether a donor provides a one-time gift or becomes a long-term supporter.
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Rule of 7:
- The "Rule of 7" is introduced as a strategy recommended by experts. It suggests connecting with donors seven times a year to build confidence in the organization's mission and leadership.
- This rule is presented as a simple yet effective concept to ensure ongoing donor engagement.
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Seven Simple Ways to Say Thank You:
- The article provides seven practical ways to express gratitude to donors, including thank-you notes, phone calls, website/newsletter recognition, video messages, birthday cards, invitations to special events, and introductions to scholarship recipients.
- Each method is explained in detail, highlighting its unique benefits and the potential impact on donors.
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Common Mistakes to Avoid:
- The article identifies several common mistakes in thanking donors, such as delayed responses, misspelled names, lack of personalization, stale content, neglecting donor requests, and failing to emphasize the impact of donations.
- It underscores the importance of prompt and personalized acknowledgments to enhance donor engagement.
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Planning Ahead with a Calendar of Thanks:
- The concept of a "Calendar of Thanks" is introduced as a proactive approach to planning gratitude throughout the year.
- A sample acknowledgment calendar is provided, suggesting specific months for different types of gratitude expressions, helping organizations systematically implement the Rule of 7.
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Quarterly Approach:
- Acknowledging that the Rule of 7 might be challenging initially, the article suggests a quarterly approach as a more manageable alternative.
- The primary goal is to consistently make donors feel appreciated and valued.
In conclusion, the article serves as a comprehensive guide for nonprofit organizations to cultivate strong donor relations through effective and thoughtful expressions of gratitude, ultimately fostering ongoing support and engagement.
