Thank You Seems to be the Hardest Word(s)

I know, I know, we do harp on about thanking donors on this blog, but I really don't think the importance can be stressed enough.

I'd like to give a shout-out to an organization in town that does a fantastic job at saying thank you - The Senior Source. In the interest of full disclosure, I am on their board of directors, but if they didn't appeal to the ego-maniac in me then maybe I wouldn't be happily signing up to serve a second term.

Since I became involved with this organization I've never gotten so much mail in my life (invitations, hand-written notes, birthday cards, etc.), nor have I felt so incredibly special. They genuinely make me believe that the organization couldn't function without me which I know to be a lie of enormous proportions. However, I happily swallow it.

Now, I’m certainly not one of their top donors (not even close), but if this is how they treat small fry like me then just imagine the red carpet welcome they roll out for their highest level benefactors. That thought makes me proud to be associated with such a gracious organization and confident that they are good stewards of my money.

Notice that I haven't actually mentioned The Senior Source's mission. It happens to resonate with me deeply, but I must confess that if I never heard a peep from the organization except from when they wanted something, I probably wouldn't be involved, no matter how noble and personal the cause.

Bottom line - Don't underestimate the power of gratitude.

Looking for different ways to say thank you? Rachel Muir has some ideas:

7 ways to say thanks

It breaks my fundraising heart when I hear about gifts going unthanked. 

I recently read this story about Gail, a donor who has been giving consistently for over 30 years to the same organizations and has never had her cumulative gifts recognized.  None of the groups she supports have identified her as a major gift or planed gift prospect.

Every donor has the right to what the Association of Fundraising Professionals refers to as the ‘donor bill of rights’, which includes the right to “receive appropriate acknowledgement and recognition.”

Regardless of the gift size or the channel through which they made their gift, prompt, sincere, accurate appreciation is the first thing that needs to happen, preferably within 24 hours (but no later than 48) of receiving the gift.

Making people feel appreciated never goes out of style. Doing it well is the least expensive way to significantly grow your major gifts program.  My advice is give your donors 7 stewardship touches annually. 

To get you started, here are 7 creative ways to say thank you and steward your donors:

1. Have an intern or volunteer prepare a stack of thank you cards on your stationary with a printed digital photo that highlights your mission: a child at play, a family together, a student at work, a natural reserve, you get the picture. If you need someone else to write it and/or sign it you can, but make sure they go out within 24-48 hours of receiving the gift.

2. Have your Executive Director call and thank the donor within 48 hours.

3. Have a mini thank-a-thon at your monthly board meetings.  Give each board member a handful of phone numbers to call and a thank you script if you like.  If calling isn’t possible circulate prepared and addressed thank you cards for them to sign or write a note on.  I prefer the phone call approach.  Even if they get voice mail the donor will appreciate the personal thanks from a board member.  As an added bonus, thank-a-thons are some of the most rewarding and painless ways to get board members introduced and involved in fundraising!  

4. Have a client, volunteer, recipient of your programs or parent of one of your students write a personal thank you note to your donor.

5. Create a mission moment: invite your donor to come tour your facility, visit your program or attend your event to personally see in person how their gift is making an impact in the community. 

6. Add the donor to your mailing list to receive your annual holiday card, annual report, and/or newsletter. If they’ve just made a gift consider suppressing their name from an ask appeal for 12 months.

7. Recognize their gift in your annual report.

Click here to read the full article.

Katy Spicer
Associate Director of Marketing