The Importance of Thanking Donors
Gratitude is a powerful tool in fundraising. Studies show that 78% of donors feel they were not thanked well by the nonprofits they support. By executing a well-thought-out plan, organizations can stand out and build stronger relationships with their donors. Here are some key strategies to thank donors effectively:
- Prompt Thank You Calls: Call your donor within 48 hours to say “thanks”.
- Thank-You Letters or Cards: Send a thank-you letter or card within 48 hours.
- Follow-Up: Conduct a 6-week follow-up via snail mail or email.
Roles and Responsibilities
Effective donor management involves clear roles and responsibilities within the organization. Generally, the ED/CEO handles thank-you notes for gifts over $1,000, while the PR Manager is responsible for thank you management of new donors, monthly, one-time gifts between $1 and $999, and grants.
Stewardship Matrix
A stewardship matrix helps categorize different types of donors and the corresponding stewardship actions.
Tips for Maintaining Donor Relationships
Keeping thank you letters fresh is essential. Change them monthly to keep the content engaging. According to Penelope Burk’s 2020 survey, 45% of donors gave again because of a great thank you letter.
What Makes a Thank You Letter Exceptional?
A 2023 recent survey by well-known non-profit surveyor Penelope Burk (now retired) shows that focusing on writing quality thank you letters cultivates strong donor relationships. Here is the data:
- 68% feel like it was composed specifically for them.
- 56% do not ask for another gift.
- 44% specify how the gift will be used.
- 41% are signed by someone of influence.
- 37% are sent out promptly.
Guidelines for Donor-Centered Thank You Letters
Donor-centered acknowledgments should be personal and not mass-produced. Always start the letter with a personalized salutation, use a non-window envelope and avoid using labels. These letters should be concise, focus on the donor rather than the gift, and start with an original opening line.
Creative Ways to Say “Thanks”
There are many creative ways to express gratitude, such as sending impact photos, birthday cards, Facebook messages, annual surveys, hand-written cards, and annual report copies. Above all, write from the heart.
Developing a Culture of Thanks
Developing a culture of thanks within the organization leads to blessings. For example, if you know your donor’s birthday, send them a hand-written card in advance of their birthday to honor them.
Conclusion
By implementing these strategies, nonprofit organizations can build stronger relationships with their donors and ensure long-term success. Remember, donors are not transactions but valued partners. Treat them with gratitude and integrity, and you will be blessed.
If you’d like to learn more about how we can help you with your fundraising goals, just call us at 1-(888) 704-1750 or book a free 30 minute consultation here.
