The importance of appreciating donors in fundraising efforts

Why thanking donors matters

During our recent “Year-Round Fundraiser” class sessions, we discussed how vital it is to communicate with donors, volunteers and friends of your nonprofit beyond fundraising appeals.

The last thing you want to hear is:

“Gee, I only hear from you when you need money.”

Your e-newsletter and social media are great, but they can feel like mass communication and often make people feel like they are only being contacted for money. Throughout the year, people want to know:

• What you’re up to

• The impact you’re making

• How their money is being spent

• That you’re grateful for their support, however they give it!

Are you “under thanking” your donors?

Brace yourself for the hard truth… if your thank-you is just a receipt, you’re just not thanking enough. In the fundraising field, it’s well known that donors should be thanked at least seven times. We’re talking about every single donor, not just the big ones. There are lots of ways to thank seven times; and don’t worry, it is not seven receipts.

If you’ve been “under thanking,” now is the time to make this a priority and launch a Thank You Campaign. Under thanking can lead to donors feeling disconnected and that impacts future giving. A strong thank-you plan isn’t optional, it’s essential to your donor retention and growth.

How to run a thank you campaign

Keep it simple, authentic and personal.

• Send a short note from your CEO on thank you cards, executive notecards or even your stationery.

• Include a small token gift tied to your mission. Do not spend a lot, make it something useful to the recipients,and easy for you to mail.

Creative thank you gift ideas

Here are some of our favorites:

• Notepads (the 4”x6” size is different than typical sizing and great for mailing)

• Sticky notes (keep your name/logo small and leave plenty of space to write)

• Silicone wristbands (with your tagline)

• Tech stickers for laptops and phones (We’re not talking just your logo! Use a fun or inspirational message like “It’s not easy being awesome,” or “Just out here saving the world.”)

• Water bottle decals

• Window clings for cars or office windows

• Small rulers

• Bookmarks

Want to make it extra special?

• If you serve children, include artwork or writing from the kids.

Golden rule: No hidden asks

Most important? This is pure gratitude. Leave out the donation links and envelopes. This is not a stealth ask. It’s okay to include your website, but keep the focus on appreciation.

Need Help?

Want ideas or support to make this happen for your nonprofit? Reach out.  We’d love to chat!