Did You Say Thank You? Practical Tips for Nonprofits to Build Donor Retention through Stewardship

Nonprofits thrive on the generosity of their donors. From one-time gifts to recurring contributions, every donation matters.?

Many nonprofits focus on finding new donors, but forget that the best way to ensure consistent donations is to thank the donors they already have.?

Thanking donors isn’t just a nicety—it’s a strategic move that strengthens relationships and fosters long-term support.?

A study by McConkey-Johnston International found that first-time donors who receive a personal thank you within 48 hours are 4x more likely to give again.

How and when you thank donors can make a significant impact on their future engagement with your organization.

Let’s explore the best practices for showing appreciation to your donors.

The Principles of Effective Donor Appreciation

1. Timeliness matters in donor retention.

The sooner you thank your donors, the better. A prompt acknowledgment shows donors that their gift was noticed and appreciated. Aim to send thank-you notes or emails within 48 hours of receiving a donation for maximum impact. That is a specific window, as studies have measured and confirmed this to be the best time period.?

However, if more than 48 hours has passed, don’t let that stop you! Now is better than never.

1. Personalization is a key to positive donor relationships.

Generic thank-you messages don’t cut it. Whenever possible, address your donors by name and reference their specific gift.?

For example, instead of “Thank you for your donation,” say, “Thank you, Julia, for your generous $100 contribution to our literacy program. Your support will help provide books and resources to underserved children in Tennessee.” This level of personalization makes donors feel valued and connected to the impact of their gift.

Make sure that you’re using the word “you” more than “we” – remember, the donor is the hero.

1. Authenticity and positivity create connection with your donors.

Donors can sense when a thank-you is scripted or insincere. Craft messages that are heartfelt and genuine. Share your gratitude in a way that reflects your organization’s unique voice and Mission. Authenticity builds trust and deepens relationships.

Remember that this is not the time to stress urgency or ask for more. Your goal is to celebrate the positive impact your donors are having. Keep your tone positive and focus on gratitude.

Practical Ways to Thank Donors Effectively

1. Emails and Automated Recognition

Emails are a quick and effective way to acknowledge contributions, especially for online donations. Use donor management software to automate personalized thank-you emails. Enhance the experience by including photos or videos that showcase the impact of their gift.

However, your automated thank you email should not be the only recognition donors receive, especially for larger or recurring gifts.

1. Handwritten Notes

In an age of digital communication, handwritten notes stand out. A simple card with a personal message shows effort and thoughtfulness. This approach is particularly impactful for major donors or long-term supporters. Set a threshold for gift amounts where you send a handwritten note to anyone who donates at or above a certain level. Follow through every time.?

1. Phone Calls

A phone call from a board member or Executive Director can leave a lasting impression. It’s a personal touch that many donors appreciate, especially when their generosity is acknowledged verbally.

Divide your donors into groups based on donation amount, historic giving, or donation type, and ensure that your nonprofit’s senior leadership takes on thanking top tier donors personally.?

1. Public Acknowledgment

Recognizing donors in newsletters, on social media, or during events can strengthen their sense of connection to your organization. Ensure you have permission before publicizing donors’ names or gift amounts. Just make sure to ask for their permission to share their name first.

Remember, gratitude posts should focus on positivity. Save urgent messaging for other posts and give thanks for all the generous contributions and the amazing impact they’ll have.

1. Exclusive Updates

Donors really react positively to direct access and exclusivity.?

Provide donors with behind-the-scenes updates or exclusive stories about how their contributions are making a difference. A quarterly impact report or a heartfelt progress update can go a long way in showing appreciation and keeping donors engaged.?

Creative Ideas to Stand Out from Other Nonprofits

1. Video Thank-Yous

A short, homemade video featuring your staff, beneficiaries, or volunteers can be a powerful way to express gratitude. Seeing the faces behind your mission adds a personal and emotional touch that resonates deeply with donors.

1. Images of Impact

Images are more memorable than statistics or words alone. Consider sending a meaningful photo with a note from someone who directly benefited from donations or post pictures online that show what you did with donations.?

These gestures illustrate the tangible impact of donors’ generosity and can remind them of their commitment to your nonprofit’s Mission.

1. Donor Appreciation Events

Host events to celebrate your supporters, such as a thank-you luncheon or a behind-the-scenes tour of your facilities. Technology like Zoom makes exclusive access even easier to plan. These experiences allow donors to connect with your Mission and see their impact firsthand.

The Big Picture: Donor Stewardship Matters

Thanking donors is more than a one-time action—it’s an integral part of your donor stewardship plan.?

Gratitude lays the foundation for deeper relationships, increased loyalty, and sustained support. By showing appreciation in meaningful ways, you position your organization as one that genuinely values its donors.

Take the time to evaluate your current practices and consider incorporating new strategies to thank donors, and if you need help defining your nonprofit’s donor stewardship program, reach out to our experts at PhoenixFire Strategic Consulting.?

Sources:?

1. Atkinson, H. (n.d.). Actually calling donors to thank them does make them more likely to give again (and give more). Bloomerang. From https://bloomerang.co/blog/actually-calling-donors-to-thank-them-does-make-them-more-likely-to-give-again-and-give-more/

1. Woloszyn, J. (2024, April 16). 16 creative ways to write meaningful donation thank-you letters. Classy. from https://www.classy.org/blog/15-creative-ways-to-thank-donors/

1. Weinger, A. (2019, July 12). Creating a donor stewardship plan: 3 best practices. Philanthropy News Digest. from https://philanthropynewsdigest.org/features/the-sustainable-nonprofit/creating-a-donor-stewardship-plan-3-best-practices