The Power of Thank You.

When’s the last time you said thank you? As we move into the giving season, practically every nonprofit will be asking for donations and many professionals (like you & me) will be receiving those requests.?

This past summer I donated to ten nonprofits that I’ve observed grow, each making a clear impact in their community. The $50 donation to each nonprofit was minimal, but I had another curiosity – to find out how each group thanked their donors. Saying thank you to me is not just about good etiquette, it’s about building a relationship with your supporters. Saying thank you is one of the least time-consuming ways to appreciate your supporters, and it’s the most effective way to build a new relationship that will lead to sustaining support.?

Out of the ten organizations that received a donation, only two sent a thoughtful thank you. One nonprofit mailed a personal thank you card signed by a staff member and the other sent a personal email from the Executive Director. Yes, I did receive automated responses from most of them – the typical auto-generated email sent from their donation platform, but to me, this doesn’t count as a real thank you.?

Every nonprofit leader knows that thanking donors is a critical ingredient to donor cultivation. The issue is that many leaders only thank their more significant funders, forgetting about the majority of their individual donor base. If done effectively, recognizing your supporters will encourage future gifts, lead to referrals, more resources, and build not just your “donor base” but a cohort of ambassadors that not only financially support your organization, but also talk about your work to their friends and family!?

Below are seven ways you can recognize your donors. Some are simple and some require more time. I hope that they help you think through what level of investment your organization will make to make to say thank you.?

1. Write a Note. Sitting down to write a note may seem a bit old-fashioned, but this one meaningful gesture will go a long way. The note doesn’t always also need to come from the leader at the organization, but it does need to be personal. It can be on an organizational postcard or thank you card, but make sure to send it out within two weeks of the donation for maximum impact. Any staff member, youth or participant in your programs could write or sign these cards, it’s the personal touch that matters.?
2. Create Donor Quotes. Ask them why they gave, then highlight that individual through your social media feeds or next newsletter. Turn their words into a simple graphic, where you can recognize them as a donor, and encourage new ones.?
3. Host a Donor Appreciation Party. Nonprofits typically focus on “the ask” way more than the act of thanking. Hosting a simple mixer for your supporters is an authentic way to invest in and show gratitude. Building this sense of community with your donors and team, will quickly build trust internally and clearly show your appreciation externally. This could become an annual event that your supporters look forward to.?
4. Post a Shout Out. With the majority of individuals active on one of the primary social media platforms (Twitter, Instagram, Facebook & LinkedIn), thank them there. Donors will feel excited and proud that you’re giving them this shoutout. If they donated to a campaign, you could also design a simple graphic with the total amount donated then tag all your donors and partners on that single post.?
5. Pick Up the Phone. If you have their phone number, a personal phone call will quickly show your appreciation and deepen the relationship. Many times, it can be easier to engage on the phone, and you could use this opportunity to learn about their line of work and why they give. Make sure your donation platform has the option to collect a donor's phone number, address and email, as these are critical pieces of information to build the relationship.?
6. Send a GIF or Gift. Depending on your budget and time, a digital GIF or a physical gift could show your thanks. A GIF brings pictures to life, and it can have a surprisingly emotional impact. Create an animated, personalized GIF for your donors. You can create custom GIFs at?Giphy, or similar platforms. A physical gift that feels personal could range from a fun button or pin, a shirt from your nonprofit or there are many other options for personalized swag. The goal is that they remember your organization the next time they are ready to give.
7. Host Virtual or Local Tours. If you’re tracking and building your donor base, you should know who hasn’t had a chance to visit your site or programs yet. This opens up the door to providing virtual or in-person tours. Ideally, tours would be with 3-5 donors, which would allow them to also meet other like-minded individuals, creating more trust. Take any opportunity you can to connect with donors.?

Thanking your supporters, at all levels is a necessity. The only real mistake you can make is not saying thank you at all. Invest in your donors, and they will continue to invest in your organization.