December 2, 2024 • 28 mins
Unlock the secret to unlocking donors' hearts and wallets with gratitude! Discover how practicing genuine appreciation can transform your fundraising efforts and create lasting partnerships. Dive into the "rule of seven" and learn how consistent, heartfelt gestures can make your supporters feel truly valued and connected to your cause.
Learn from Heidi Atkinson's insights as we explore strategies like thank-you phone calls and celebratory events that can boost donor loyalty. Uncover the power of personal interactions and find out how board members can directly impact donor retention by reaching out to first-time contributors. From intimate donor luncheons to personalized notes, we'll cover innovative ways to honor and inspire your donors, ensuring they feel cherished and essential to your mission.
Unlock the potential of CRM systems as more than just databases, but as tools to enhance donor relationships and automate gratitude reminders. Discover how to maintain authenticity and personalization, even in an automated world, with customized messages and strategic segmentation. Hear a compelling story of how a simple thank-you call turned a modest gift into a monumental donation, illustrating the unparalleled impact of genuine gratitude. Join us on Let's Talk Fundraising and become a champion of donor appreciation today!
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Episode Transcript
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Speaker 1 (00:05):
Hey, there, hi, and welcome back ambitious
fundraisers.
I'm so glad you're here foranother episode of let's Talk
Fundraising.
If you're passionate aboutmaking an impact and finding
better ways to connect with yourdonors, you're in the right
place.
I'm your host, keith Greer, andtoday we're diving into a topic
that's near and dear to myheart and one that has the power
(00:25):
to completely transform how youapproach donor stewardship.
Here's a question to get usstarted how often do you think
your donors feel genuinely andtruly thanked not just
acknowledged, but deeplyappreciated for their support?
If you're unsure, or maybe evencringing at the little thought
of that, don't worry, you're notalone, and that's exactly what
(00:47):
we're here to talk about today.
You might have heard of therule of seven in marketing.
Right, it's the idea thatpeople need to see or hear
something at least seven timesbefore they even realize they've
encountered it.
And here's the kicker thisprinciple doesn't just apply to
advertising.
It's just as important when itcomes to expressing gratitude to
(01:08):
your donors.
If we only thank our donorsonce or twice, we might be
missing a golden opportunity tomake them feel appreciated,
connected and excited aboutcontinuing their support.
In this episode, we'reunpacking why showing gratitude
seven times or even more matters, and how to embed that into
your fundraising strategy.
(01:28):
We'll talk about some tried andtrue methods for thanking
donors, like heartfelt taxreceipts and thank you letters
from leadership, and explorecreative ways to keep that
gratitude flowing all year long.
Plus, I'll share insights onhow these small, thoughtful
gestures can strengthen donorretention, deepen relationships
and ultimately make yourfundraising efforts more
(01:50):
sustainable and impactful.
So grab your coffee, getcomfortable and let's get into
it.
Today we're becoming championsof donor appreciation, so let's
talk fundraising.
Let's start by breaking downthe rule of seven.
If you've ever worked inmarketing or even skimmed
(02:11):
through a branding book, you'veprobably heard of this principle
.
The idea is simple but powerful.
On average, it takes seeing orhearing a message seven times
before it sticks in someone'smind.
Seven.
It's not that people aren'tpaying attention, it's just that
our brains are flooded withinformation all day, every day.
(02:31):
Repetition helps something standout and eventually makes us say
, oh, I know this brand or, inour case, oh, I feel appreciated
here.
Now let's connect this tofundraising.
When a donor gives to yourorganization, they might feel
good in the moment, but if thethank you is too brief or only
happens once, they're likely toforget about that moment or,
(02:53):
worse, wonder if you evennoticed their gift at all.
Just like consumers in themarketplace, donors need
repeated reminders of yourgratitude to fully recognize and
internalize that they're valued.
Here's the parallel.
If marketers use repetition tosell products, shouldn't we use
it to celebrate generosity?
(03:13):
Repeated appreciation isn'tabout overdoing it.
It's about reinforcing amessage of connection and
partnership.
It's about saying we see you,we value you, we couldn't do
this without you, in a varietyof ways and over time.
And here's where it gets evenmore interesting.
Studies in psychology show thatconsistent gratitude actually
(03:35):
builds trust and strengthensrelationships.
When donors feel genuinelyappreciated, not just once, but
multiple times, they're morelikely to feel invested in your
cause.
It's not just a warm fuzzyfeeling, it's science.
Gratitude activates areas ofthe brain linked to
decision-making, loyalty andsocial bonding.
(03:57):
This makes donors more likelyto stick around and continue
supporting the work you're doing.
So here's the takeaway If wewant donors to feel truly
thanked, once is not enough,twice isn't enough.
Seven or more times is thesweet spot where they start to
feel like a part of your missionand not just a name on a
(04:17):
spreadsheet.
And trust me, when donors feellike partners, amazing things
happen.
Let's dive into the essentials,the foundational ways every
nonprofit should thank theirdonors.
These are the tried and truemethods that form the backbone
of any good appreciationstrategy.
While they might seem basic,the magic lies in doing them
(04:38):
well, with intention and heart.
Let's start with somethingevery nonprofit sends out the
tax receipt.
By law, nonprofits in theUnited States are required to
provide donors with a taxreceipt for their gifts.
It's the document that liststheir donation amount, the date
and your organization's taxinformation.
But here's the thing it doesn'thave to be just a sterile
(05:01):
transactional piece of paper.
That receipt can be so muchmore.
Think about it.
The tax receipt is often thevery first communication your
donor gets after making theirgift.
It's your chance to set thetone for your relationship.
Instead of a generic,one-size-fits-all
acknowledgement, why not turn itinto a heartfelt thank you?
(05:21):
Start with a message like yourgenerosity means the world to us
.
Thanks to you, we're one stepcloser to whatever your goal is.
Then go a step further andpersonalize it.
Mention their name, referencethe campaign or fund they
supported and, if possible,include a short, inspiring story
about how donations like theirsare making a difference.
(05:43):
It's a small change, but it canhave a big impact.
A warm, thoughtful tax receipttells your donor you're not just
another transaction to us,you're a valued part of our
mission.
Now let's talk about the thankyou letter.
This is a classic, and for agood reason.
I'm a big fan of keeping thetax receipt and the thank you
(06:03):
letter from leadership as twoseparate pieces, and here's why.
First, separating them, youkeep the transactional nature of
the tax receipt distinct fromthe heartfelt message of
gratitude.
This makes the thank you letterfeel more personal and
impactful.
Instead of being lumped in witha document full of legal jargon
, the thank you letter stands onits own as a genuine expression
(06:26):
of appreciation.
Second, this approach gives youa natural second touch point
with your donor.
It's another opportunity toexpress your gratitude in a
meaningful way, keeping themomentum of appreciation going.
A well-crafted thank you letterfrom your CEO, executive
director or another seniorleader carries significant
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weight.
It shows donors that their giftisn't just noticed, it's valued
at the highest levels of yourorganization.
By taking this extra step, youreinforce your donors'
importance and build a strongerconnection from the very
beginning.
But here's the catch Aleadership thank you letter only
works if it feels personal andgenuine.
(07:07):
Avoid the temptation to sendout a cookie cutter template
with a stamped signature.
Instead, craft something thatfeels thoughtful and sincere.
Address the donor by name.
Reference their specific giftand connect it directly to your
mission.
For example gift and connect itdirectly to your mission.
(07:28):
For example, dear Alex, thankyou for your incredible gift of
$250 to our literacy program.
Because of your generosity, 15more children will have access
to the books and tutoring theyneed to succeed in school.
On behalf of our entire teamand especially the kids you're
helping, thank you for believingin this work.
If your leader is game,consider taking it up a notch.
A handwritten note in themargins or even a short PS at
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the end can make the letter feeleven more personal.
Something like PS.
I just visited one of ourtutoring sites and it's amazing
to see how donations like yoursare changing lives in real time.
Thank you again.
These letters have a powerfulway of making donors feel seen
and valued, not just as a number, but as a partner in the work
(08:12):
you're doing.
They're a simple yet impactfulway to build trust and deepen
connections.
So with these two methods thetax receipt and the thank you
letter from leadership you'vealready covered two touch points
in your donor appreciationstrategy.
But we're just getting started.
Now that we've covered thefoundational elements of
thanking donors, it's time tothink bigger.
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This is where we can take ourgratitude strategy to the next
level by incorporatingapproaches that go beyond
letters and receipts.
Let's talk about two of myfavorites Thank you phone calls
and using events asopportunities for appreciation.
Have you ever received a phonecall where someone simply said
thank you, no agenda, noadditional ask, just heartfelt
(08:55):
gratitude.
If you have, you know howunexpectedly delightful it can
feel.
Heidi Atkinson from Bloomerangwrote a fantastic article about
the impact of thank you callsand I highly recommend giving it
a read.
I'll give a link to it in theshow notes.
She shares research showingthat donors who receive thank
you calls are more likely togive again, and they tend to
(09:17):
give more over time.
And think about that for asecond.
A simple call not only makesyour donor feel appreciated, but
it also strengthens theirloyalty, increases their
likelihood of continuing tosupport your organization, and
here's why it works.
Thank you calls are personal.
They show that you're willingto invest your time, not just
your resources, in showinggratitude.
(09:38):
It's one thing to get a letteror an email, but it's another,
to hear a real person's voiceexpressing genuine thanks.
It reminds donors that they'remore than just a name in your
database.
They're partners in yourmission.
I've seen this in action.
One organization I worked withhad board members commit to
calling first-time donors.
The calls were short and sweet,usually no more than two or
(10:00):
three minutes, and most of thetimes it was a voicemail.
But the impact was incredible.
Donors were shocked, in thebest way possible, to hear from
someone high up in theorganization.
Many of them mentioned thecalls and subsequent
conversations or emails, and theretention rates for first-time
donors shot up dramatically.
So here's my challenge to youwho in your organization could
(10:24):
make those calls?
Whether it's board members,staff, volunteers or program
beneficiaries?
This is an easy way to make alasting impression.
Now let's talk about events, notas fundraisers, but as moments
to steward and celebrate yourdonors.
Too often, events are seenprimarily as revenue generating,
but when it comes tostrengthening donor
(10:46):
relationships, I think eventsfocused on appreciation and
stewardship can have a muchbigger impact.
Imagine hosting an open housewhere donors can see your work
in action.
Or maybe it's a small, intimategathering with key program
staff who can share storiesabout how donor contributions
are making a difference.
You could even plan a thank youpicnic or coffee morning where
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donors get to connect with yourteam and each other.
The goal here isn't to ask formore money.
It's to create meaningfulexperiences that deepen their
connection to your mission.
One nonprofit I worked withhosted an annual scholarship
donor luncheon that broughtdonors together with the
students whose lives they wereimpacting.
For the donors, it was a trulymeaningful experience to meet
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the students they were helpingsupport, putting faces and
stories to their generosity.
For the students, it was somuch more than an opportunity to
say thank you.
It often became a doorway tomentorships with donors who were
invested in their success.
Many of those connectionsturned into lasting friendships
that continued long after thestudents graduated, creating a
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ripple effect of gratitude andimpact.
And here's the thing these typesof events align your donors
more closely with your mission.
They're no longer just writinga check.
They're seeing the differencetheir support is making and
they're building relationshipswith the people behind the work.
That's powerful, and whendonors feel that level of
connection, they're far morelikely to stick around for the
(12:12):
long haul.
So, whether it's picking up thephone or planning a memorable
event, these are just a coupleof ways you can take your donor
appreciation strategy beyond thebasics.
And now that we've talked aboutthe fundamentals and some
creative next steps, let'sexplore even more innovative
ways to show your donorsgratitude.
If you're drifting away, comeback to me.
(12:32):
These ideas go beyond thebasics and help you stand out in
a world where generic thank youletters are far too common.
Ready, let's dive in.
One of the most powerful ways tothank your donors is to show
them the real impact of theirgifts.
Regular updates that highlighthow their contributions are
making a difference can beincredibly meaningful.
(12:54):
And here's the key Make itpersonal.
If a donor gave to support aspecific program, share a story
about someone who directlybenefited from that program.
Use visuals, photos, videos oreven a short infographic to make
the story come alive.
For example, instead of sayingyour donation helped feed 100
families, you could share aphoto of one family with a
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caption like meet the Johnsons.
Thanks to your generosity,they've had warm meals every
night this week.
It's specific, it's personaland it reinforces the connection
between the donor's gift andreal-world impact.
And in an age of emails and textmessages, a handwritten
thank-you card feels like a raretreasure.
There's just something aboutknowing someone took the time to
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sit down, write out a messageand send it in the mail.
It's a small gesture, but itspeaks volumes about how much
you value your donors.
To make handwritten notes evenmore meaningful, avoid generic
phrases.
Be specific.
Reference the donor's gift, thecampaign or program they
supported and the impact it'smaking.
Something like, dear Maria,your support of our literacy
(14:03):
program means that 12 morechildren have access to books
and tutoring this month.
You're giving them a brighterfuture and we couldn't be more
grateful.
Adding a personal touch, like asignature from the executive
director or a quick doodle, caneven make the note more special.
Now who doesn't like to becelebrated?
Featuring your donors in yournewsletter, on your website or
(14:23):
in social media is a fantasticway to show your appreciation.
Donor spotlights not onlyhighlight their generosity, but
also allow them to share whythey supported your mission.
It gives them a voice and itinspires others to join in.
For instance, you could write.
This month we're thrilled tospotlight Alex Thompson, whose
generosity has supported 50scholarships for students
(14:45):
pursuing careers in STEM.
Alex says I believe in creatingopportunities for future
leaders and I'm proud to partnerwith this organization to make
it happen.
It's a win-win the donor feelshonored and your audience gets
to see the real people behindthe support that powers your
mission.
And anniversaries aren't justfor weddings.
They're also a greatopportunity to thank your donors
(15:08):
.
Imagine sending a note or emailsaying this month marks the
one-year anniversary of yourfirst gift to us and we want to
take a moment to thank you again.
Because of your continuedgenerosity, here's what we've
achieved together.
This approach not only remindsdonors of their ongoing impact,
but also creates an opportunityto reflect on their journey with
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your organization.
It's a simple gesture that candeepen their sense of connection
and commitment, and trulyeveryone likes to feel like an
insider.
Offering your donors earlyaccess to reports,
behind-the-scenes tours orpreviews of upcoming initiatives
can make them feel like anintegral part of your team.
For example, you could inviteyour top donors to a virtual Q&A
(15:51):
with program staff or give thema sneak peek at a new project
before it's announced publicly.
The goal here is to show yourdonors that they're more than
just supporters.
They're partners in yourmission.
When donors feel included andvalued in this way, their sense
of loyalty and connection toyour cause grows even stronger.
These approaches don't justthank your donors.
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They create experiences,moments and connections that
leave a lasting impression.
Okay, I want to call yourattention back.
If you've drifted away, tuneback in and let's shift gears
and talk about something biggerthan thank you letters, phone
calls or events.
Let's talk about embeddinggratitude into the very fabric
of your organization, making ita defining feature of how your
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team operates day in and day out.
When gratitude becomes part ofyour culture, it's not just a
box to check after receiving adonation.
It's a mindset that shapesevery interaction and builds
stronger, more lastingrelationships with your donors.
Creating a culture of gratitudestarts with leadership.
When staff and volunteers seeappreciation modeled at every
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level of the organization, itsets the tone for how they
interact with donors and witheach other.
Leaders can reinforce this bymaking gratitude a regular part
of team conversations.
For example, opening staffmeetings with a moment to share
what or who you're grateful forthat week can create a ripple
effect of positivity.
You can also build gratitudeinto your processes.
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Consider making it a part ofyour onboarding for new staff
and volunteers.
Train your team to see donorstewardship as a shared
responsibility, not just the jobof the development office.
When everyone, from thereceptionist to the program
staff, understands theimportance of expressing
appreciation.
Donors feel valued at everyturn.
And let's not forget aboutinternal gratitude.
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Staff and volunteers are morelikely to express genuine thanks
to donors if they feelappreciated themselves,
celebrate team wins, recognizeindividual contributions and
make sure everyone feels seenand valued for their work.
When gratitude flows internally, it's easier to extend it
outward too.
And here's the payoff whengratitude becomes second nature,
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donors notice it's not justthank you letter here or a phone
call there.
It's an ongoing experience offeeling valued, respected and
part of something bigger.
That kind of consistency buildstrust, deepens loyalty and
ultimately inspires donors tostick around for the long haul.
Gratitude isn't just about biggestures.
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It's about the little momentstoo.
Every interaction with a donoris a chance to say we appreciate
you.
The key is to make thosemoments thoughtful and authentic
.
For instance, let's say a donorcalls with a question about
your annual report.
Instead of just answering theirquestion and moving on, take a
moment to thank them for theirinterest and mention how their
(18:49):
support contributes to whatthey're reading about.
It's a simple way to make themfeel appreciated in an everyday
interaction.
Another example when sending aroutine email, like an event
reminder or a volunteeropportunity, include a line
thanking the recipient for beingpart of your mission.
It doesn't have to be elaborateA heartfelt sentence can go a
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long way in making someone feelvalued.
Even things like the tone ofyour social media posts can
reflect a spirit of gratitude.
Instead of just announcing acampaign milestone, frame it as
a celebration of yoursupporters' contributions.
For example, thanks to you,we've reached 75% of our goal.
Your generosity is making thispossible and we couldn't be more
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grateful.
These small, consistent acts ofgratitude add up.
They create an environmentwhere donors don't just feel
thanked, they feel like partnersin your work, and when that
happens, they're more likely tostay engaged, give again and
advocate for your mission.
So whether it's fosteringgratitude within your team or
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finding small ways to expressthanks in every interaction, the
goal is the same To makeappreciation a core part of who
you are and how you connect withyour donors.
Okay, but let's face a hardtruth here Keeping track of
every donor interaction can feeloverwhelming.
That's where your CRM yourcustomer relationship management
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system, or your DRM, your donorrelationship management system,
customer relationshipmanagement system, or your DRM,
your donor relationshipmanagement system becomes your
best friend.
But like any tool, it's allabout how you use it.
When used thoughtfully, yourCRM or your DRM can help you
stay organized, prompt, timelythank yous and ensure no donor
slips through the cracks.
The trick is balancingautomation with authenticity.
(20:37):
So let's unpack that trick isbalancing automation with
authenticity.
So let's unpack that.
A good CRM is more than just adatabase.
It's a system that tracks yourdonor relationships over time.
It can tell you who gave when,how much and even how many times
they've interacted with yourorganization.
But the real magic is in usingthat information to create a
better donor experience.
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For example, you can set upyour CRM to send automated
reminders for thank you actions.
Maybe it flags first-timedonors so they get a welcome
call, or highlight significantgift anniversaries so you can
send a handwritten card.
These prompts ensure you'reexpressing gratitude at the
right moments without relyingsolely on memory.
Many CRMs also let you automatethank you emails or letters,
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which can be a lifesaver,especially for large campaigns.
But here's the caution Don't letautomation do all of the work.
While an automated response isbetter than no response, donors
can tell the difference betweena generic message and one that
feels personal Authenticity.
It always wins.
Automation can handle theroutine parts of gratitude, but
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it's the personal touches thatleave a lasting impression.
Here are a few ways to find thebalance.
Customize your automatedmessage.
Even if you're using templates,make sure they include personal
details.
Address the donor by name.
Reference their specific giftand connect it to the impact
they're making.
For example, dear Jamie, thankyou for your generous gift of
(22:06):
$100 to support our food pantry.
Your kindness ensures thatfamilies in need have meals on
their tables this week.
You can also layer in personalfollow-ups.
Automation might send theimmediate thank you email, but
consider adding a personal toucha few weeks later.
A quick phone call or ahandwritten note reinforces the
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message and shows the donor youtruly value their support.
Review your automated messagesand refresh them regularly.
Take time every few months toreview your automated messages.
Are they still aligned withyour voice and with your mission
?
Do they feel fresh and engaging?
Sometimes, what worked lastyear can start to feel stale.
So make updates as needed tokeep things relevant and
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donor-centric and, for goodnesssakes, segment your audiences.
Most CRMs allow you to segmentdonors based on criteria like
giving history, gift size orengagement level.
Use this feature to tailor yourgratitude efforts.
For instance, major donorsmight receive a thank you call
from your CEO, while recurringdonors get a personalized email
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celebrating their ongoingcommitment.
It's not about treating anyoneas less than it's about using
your resources wisely to makeevery donor feel valued.
When you strike the rightbalance, your CRM becomes a
powerful ally in building donorrelationships.
It helps you manage thelogistics so you can focus on
what matters most showinggenuine, heartfelt appreciation.
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So, whether it's sending timelythank yous or customizing your
messages, the smart use oftechnology can make your
gratitude strategy moreconsistent and impactful.
We've talked about thestrategies, the tools and the
creative ideas.
Now it's time to put it alltogether.
This is all about taking actionand transforming yourself into
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a donor appreciation champion.
Let's start with a littlereflection into a donor
appreciation champion.
Let's start with a littlereflection.
Take a moment to evaluate whereyou stand in your donor
appreciation efforts.
Here are some questions tothink about.
How many times do you currentlythank your donors after a gift?
Do you use more than one methodto express gratitude?
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Are your thank yous timely,personal and impactful?
Does your organization have asystem for tracking and managing
donor stewardship?
And are you creating memorableexperiences that make donors
feel truly valued?
If you're nodding along to someof these and thinking we could
do more.
Don't worry, the fact thatyou're asking these questions
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means you're nodding along tosome of these and thinking we
could do more.
Don't worry, the fact thatyou're asking these questions
means you're ready to level up.
Gratitude is a journey, andevery step you take has the
potential to make a hugedifference.
So how do you starttransforming your donor
stewardship practices?
Here's a simple step-by-stepguide to get you going.
First, assess your currentthank you process.
Map out exactly what happenswhen a donation comes in, who's
(25:03):
responsible for saying thank youand how is it communicated.
Look for gaps or missedopportunities.
Second, set small, achievablegoals.
Don't try to overhauleverything at once.
Start by adding one new touchpoint to your gratitude strategy
.
Maybe it's sending a follow-upemail with an impact story or
making a thank you call tofirst-time donors.
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Third, leverage your CRM.
Use your CRM to track donorinteractions and prompt
reminders for thank yous.
Start with basic automation,like email templates, and build
in more personal touchpointsover time.
Fourth, engage your team.
Get everyone on board, fromleadership to volunteers.
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Share your vision for makingdonor appreciation a core part
of your culture and invite themto contribute ideas.
Fifth, experiment and refine.
Try new approaches like donorspotlights or anniversary
acknowledgements and see whatresonates.
Pay attention to feedback fromdonors and adjust your strategy
as needed.
Each small success buildsmomentum.
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Over time, you'll develop asystem that feels authentic,
impactful and fully integratedinto your fundraising efforts.
To keep you motivated, let meshare a quick story.
One organization I worked withdecided to launch a simple thank
you calling program.
They set a goal of callingevery donor within 48 hours of
their gift.
It started small, with just memaking the phone calls and
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mostly leaving voicemails, butthe response was overwhelming.
Donors were surprised,delighted and deeply moved by
the personal touchpoint.
Retention rates soared over 20points and over time the
organization saw a measurableincrease in repeat giving.
One donor who gave their firstgift of $10 gave $100 the week
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after their first thank youphone call.
Then a second call from the CEOgenerated a $1,000 gift, not
two weeks after that, which gota third thank you call from the
board chair, which then got theorganization a $10,000 check
before the end of the month.
What started as a smallinitiative grew into a
cornerstone of their stewardshipprogram, and all because they
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prioritized gratitude.
That's the power ofappreciation when donors feel
valued, they stick around, theygive again, they tell their
friends about you and theybecome true partners in your
mission.
So here's my challenge to youCommit to becoming a donor
appreciation champion.
Start with one action.
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Maybe it's a thank you letter,a phone call or a creative event
action.
Maybe it's a thank you letter,a phone call or a creative event
.
Whatever it is, do it withintention and authenticity.
The impact will ripple out farbeyond what you can see today.
You have the tools, the ideasand the drive.
Now it's time to put it allinto action.
Thank you for joining me onthis journey and thank you for
(27:56):
all that you do to make theworld a better place.
You've got this.
Hey, there, hi, and welcome back ambitious
fundraisers.
I'm so glad you're here foranother episode of let's Talk
Fundraising.
If you're passionate aboutmaking an impact and finding
better ways to connect with yourdonors, you're in the right
place.
I'm your host, keith Greer, andtoday we're diving into a topic
that's near and dear to myheart and one that has the power
(00:25):
to completely transform how youapproach donor stewardship.
Here's a question to get usstarted how often do you think
your donors feel genuinely andtruly thanked not just
acknowledged, but deeplyappreciated for their support?
If you're unsure, or maybe evencringing at the little thought
of that, don't worry, you're notalone, and that's exactly what
(00:47):
we're here to talk about today.
You might have heard of therule of seven in marketing.
Right, it's the idea thatpeople need to see or hear
something at least seven timesbefore they even realize they've
encountered it.
And here's the kicker thisprinciple doesn't just apply to
advertising.
It's just as important when itcomes to expressing gratitude to
(01:08):
your donors.
If we only thank our donorsonce or twice, we might be
missing a golden opportunity tomake them feel appreciated,
connected and excited aboutcontinuing their support.
In this episode, we'reunpacking why showing gratitude
seven times or even more matters, and how to embed that into
your fundraising strategy.
(01:28):
We'll talk about some tried andtrue methods for thanking
donors, like heartfelt taxreceipts and thank you letters
from leadership, and explorecreative ways to keep that
gratitude flowing all year long.
Plus, I'll share insights onhow these small, thoughtful
gestures can strengthen donorretention, deepen relationships
and ultimately make yourfundraising efforts more
(01:50):
sustainable and impactful.
So grab your coffee, getcomfortable and let's get into
it.
Today we're becoming championsof donor appreciation, so let's
talk fundraising.
Let's start by breaking downthe rule of seven.
If you've ever worked inmarketing or even skimmed
(02:11):
through a branding book, you'veprobably heard of this principle
.
The idea is simple but powerful.
On average, it takes seeing orhearing a message seven times
before it sticks in someone'smind.
Seven.
It's not that people aren'tpaying attention, it's just that
our brains are flooded withinformation all day, every day.
(02:31):
Repetition helps something standout and eventually makes us say
, oh, I know this brand or, inour case, oh, I feel appreciated
here.
Now let's connect this tofundraising.
When a donor gives to yourorganization, they might feel
good in the moment, but if thethank you is too brief or only
happens once, they're likely toforget about that moment or,
(02:53):
worse, wonder if you evennoticed their gift at all.
Just like consumers in themarketplace, donors need
repeated reminders of yourgratitude to fully recognize and
internalize that they're valued.
Here's the parallel.
If marketers use repetition tosell products, shouldn't we use
it to celebrate generosity?
(03:13):
Repeated appreciation isn'tabout overdoing it.
It's about reinforcing amessage of connection and
partnership.
It's about saying we see you,we value you, we couldn't do
this without you, in a varietyof ways and over time.
And here's where it gets evenmore interesting.
Studies in psychology show thatconsistent gratitude actually
(03:35):
builds trust and strengthensrelationships.
When donors feel genuinelyappreciated, not just once, but
multiple times, they're morelikely to feel invested in your
cause.
It's not just a warm fuzzyfeeling, it's science.
Gratitude activates areas ofthe brain linked to
decision-making, loyalty andsocial bonding.
(03:57):
This makes donors more likelyto stick around and continue
supporting the work you're doing.
So here's the takeaway If wewant donors to feel truly
thanked, once is not enough,twice isn't enough.
Seven or more times is thesweet spot where they start to
feel like a part of your missionand not just a name on a
(04:17):
spreadsheet.
And trust me, when donors feellike partners, amazing things
happen.
Let's dive into the essentials,the foundational ways every
nonprofit should thank theirdonors.
These are the tried and truemethods that form the backbone
of any good appreciationstrategy.
While they might seem basic,the magic lies in doing them
(04:38):
well, with intention and heart.
Let's start with somethingevery nonprofit sends out the
tax receipt.
By law, nonprofits in theUnited States are required to
provide donors with a taxreceipt for their gifts.
It's the document that liststheir donation amount, the date
and your organization's taxinformation.
But here's the thing it doesn'thave to be just a sterile
(05:01):
transactional piece of paper.
That receipt can be so muchmore.
Think about it.
The tax receipt is often thevery first communication your
donor gets after making theirgift.
It's your chance to set thetone for your relationship.
Instead of a generic,one-size-fits-all
acknowledgement, why not turn itinto a heartfelt thank you?
(05:21):
Start with a message like yourgenerosity means the world to us
.
Thanks to you, we're one stepcloser to whatever your goal is.
Then go a step further andpersonalize it.
Mention their name, referencethe campaign or fund they
supported and, if possible,include a short, inspiring story
about how donations like theirsare making a difference.
(05:43):
It's a small change, but it canhave a big impact.
A warm, thoughtful tax receipttells your donor you're not just
another transaction to us,you're a valued part of our
mission.
Now let's talk about the thankyou letter.
This is a classic, and for agood reason.
I'm a big fan of keeping thetax receipt and the thank you
(06:03):
letter from leadership as twoseparate pieces, and here's why.
First, separating them, youkeep the transactional nature of
the tax receipt distinct fromthe heartfelt message of
gratitude.
This makes the thank you letterfeel more personal and
impactful.
Instead of being lumped in witha document full of legal jargon
, the thank you letter stands onits own as a genuine expression
(06:26):
of appreciation.
Second, this approach gives youa natural second touch point
with your donor.
It's another opportunity toexpress your gratitude in a
meaningful way, keeping themomentum of appreciation going.
A well-crafted thank you letterfrom your CEO, executive
director or another seniorleader carries significant
(06:46):
weight.
It shows donors that their giftisn't just noticed, it's valued
at the highest levels of yourorganization.
By taking this extra step, youreinforce your donors'
importance and build a strongerconnection from the very
beginning.
But here's the catch Aleadership thank you letter only
works if it feels personal andgenuine.
(07:07):
Avoid the temptation to sendout a cookie cutter template
with a stamped signature.
Instead, craft something thatfeels thoughtful and sincere.
Address the donor by name.
Reference their specific giftand connect it directly to your
mission.
For example gift and connect itdirectly to your mission.
(07:28):
For example, dear Alex, thankyou for your incredible gift of
$250 to our literacy program.
Because of your generosity, 15more children will have access
to the books and tutoring theyneed to succeed in school.
On behalf of our entire teamand especially the kids you're
helping, thank you for believingin this work.
If your leader is game,consider taking it up a notch.
A handwritten note in themargins or even a short PS at
(07:50):
the end can make the letter feeleven more personal.
Something like PS.
I just visited one of ourtutoring sites and it's amazing
to see how donations like yoursare changing lives in real time.
Thank you again.
These letters have a powerfulway of making donors feel seen
and valued, not just as a number, but as a partner in the work
(08:12):
you're doing.
They're a simple yet impactfulway to build trust and deepen
connections.
So with these two methods thetax receipt and the thank you
letter from leadership you'vealready covered two touch points
in your donor appreciationstrategy.
But we're just getting started.
Now that we've covered thefoundational elements of
thanking donors, it's time tothink bigger.
(08:33):
This is where we can take ourgratitude strategy to the next
level by incorporatingapproaches that go beyond
letters and receipts.
Let's talk about two of myfavorites Thank you phone calls
and using events asopportunities for appreciation.
Have you ever received a phonecall where someone simply said
thank you, no agenda, noadditional ask, just heartfelt
(08:55):
gratitude.
If you have, you know howunexpectedly delightful it can
feel.
Heidi Atkinson from Bloomerangwrote a fantastic article about
the impact of thank you callsand I highly recommend giving it
a read.
I'll give a link to it in theshow notes.
She shares research showingthat donors who receive thank
you calls are more likely togive again, and they tend to
(09:17):
give more over time.
And think about that for asecond.
A simple call not only makesyour donor feel appreciated, but
it also strengthens theirloyalty, increases their
likelihood of continuing tosupport your organization, and
here's why it works.
Thank you calls are personal.
They show that you're willingto invest your time, not just
your resources, in showinggratitude.
(09:38):
It's one thing to get a letteror an email, but it's another,
to hear a real person's voiceexpressing genuine thanks.
It reminds donors that they'remore than just a name in your
database.
They're partners in yourmission.
I've seen this in action.
One organization I worked withhad board members commit to
calling first-time donors.
The calls were short and sweet,usually no more than two or
(10:00):
three minutes, and most of thetimes it was a voicemail.
But the impact was incredible.
Donors were shocked, in thebest way possible, to hear from
someone high up in theorganization.
Many of them mentioned thecalls and subsequent
conversations or emails, and theretention rates for first-time
donors shot up dramatically.
So here's my challenge to youwho in your organization could
(10:24):
make those calls?
Whether it's board members,staff, volunteers or program
beneficiaries?
This is an easy way to make alasting impression.
Now let's talk about events, notas fundraisers, but as moments
to steward and celebrate yourdonors.
Too often, events are seenprimarily as revenue generating,
but when it comes tostrengthening donor
(10:46):
relationships, I think eventsfocused on appreciation and
stewardship can have a muchbigger impact.
Imagine hosting an open housewhere donors can see your work
in action.
Or maybe it's a small, intimategathering with key program
staff who can share storiesabout how donor contributions
are making a difference.
You could even plan a thank youpicnic or coffee morning where
(11:08):
donors get to connect with yourteam and each other.
The goal here isn't to ask formore money.
It's to create meaningfulexperiences that deepen their
connection to your mission.
One nonprofit I worked withhosted an annual scholarship
donor luncheon that broughtdonors together with the
students whose lives they wereimpacting.
For the donors, it was a trulymeaningful experience to meet
(11:29):
the students they were helpingsupport, putting faces and
stories to their generosity.
For the students, it was somuch more than an opportunity to
say thank you.
It often became a doorway tomentorships with donors who were
invested in their success.
Many of those connectionsturned into lasting friendships
that continued long after thestudents graduated, creating a
(11:50):
ripple effect of gratitude andimpact.
And here's the thing these typesof events align your donors
more closely with your mission.
They're no longer just writinga check.
They're seeing the differencetheir support is making and
they're building relationshipswith the people behind the work.
That's powerful, and whendonors feel that level of
connection, they're far morelikely to stick around for the
(12:12):
long haul.
So, whether it's picking up thephone or planning a memorable
event, these are just a coupleof ways you can take your donor
appreciation strategy beyond thebasics.
And now that we've talked aboutthe fundamentals and some
creative next steps, let'sexplore even more innovative
ways to show your donorsgratitude.
If you're drifting away, comeback to me.
(12:32):
These ideas go beyond thebasics and help you stand out in
a world where generic thank youletters are far too common.
Ready, let's dive in.
One of the most powerful ways tothank your donors is to show
them the real impact of theirgifts.
Regular updates that highlighthow their contributions are
making a difference can beincredibly meaningful.
(12:54):
And here's the key Make itpersonal.
If a donor gave to support aspecific program, share a story
about someone who directlybenefited from that program.
Use visuals, photos, videos oreven a short infographic to make
the story come alive.
For example, instead of sayingyour donation helped feed 100
families, you could share aphoto of one family with a
(13:15):
caption like meet the Johnsons.
Thanks to your generosity,they've had warm meals every
night this week.
It's specific, it's personaland it reinforces the connection
between the donor's gift andreal-world impact.
And in an age of emails and textmessages, a handwritten
thank-you card feels like a raretreasure.
There's just something aboutknowing someone took the time to
(13:38):
sit down, write out a messageand send it in the mail.
It's a small gesture, but itspeaks volumes about how much
you value your donors.
To make handwritten notes evenmore meaningful, avoid generic
phrases.
Be specific.
Reference the donor's gift, thecampaign or program they
supported and the impact it'smaking.
Something like, dear Maria,your support of our literacy
(14:03):
program means that 12 morechildren have access to books
and tutoring this month.
You're giving them a brighterfuture and we couldn't be more
grateful.
Adding a personal touch, like asignature from the executive
director or a quick doodle, caneven make the note more special.
Now who doesn't like to becelebrated?
Featuring your donors in yournewsletter, on your website or
(14:23):
in social media is a fantasticway to show your appreciation.
Donor spotlights not onlyhighlight their generosity, but
also allow them to share whythey supported your mission.
It gives them a voice and itinspires others to join in.
For instance, you could write.
This month we're thrilled tospotlight Alex Thompson, whose
generosity has supported 50scholarships for students
(14:45):
pursuing careers in STEM.
Alex says I believe in creatingopportunities for future
leaders and I'm proud to partnerwith this organization to make
it happen.
It's a win-win the donor feelshonored and your audience gets
to see the real people behindthe support that powers your
mission.
And anniversaries aren't justfor weddings.
They're also a greatopportunity to thank your donors
(15:08):
.
Imagine sending a note or emailsaying this month marks the
one-year anniversary of yourfirst gift to us and we want to
take a moment to thank you again.
Because of your continuedgenerosity, here's what we've
achieved together.
This approach not only remindsdonors of their ongoing impact,
but also creates an opportunityto reflect on their journey with
(15:29):
your organization.
It's a simple gesture that candeepen their sense of connection
and commitment, and trulyeveryone likes to feel like an
insider.
Offering your donors earlyaccess to reports,
behind-the-scenes tours orpreviews of upcoming initiatives
can make them feel like anintegral part of your team.
For example, you could inviteyour top donors to a virtual Q&A
(15:51):
with program staff or give thema sneak peek at a new project
before it's announced publicly.
The goal here is to show yourdonors that they're more than
just supporters.
They're partners in yourmission.
When donors feel included andvalued in this way, their sense
of loyalty and connection toyour cause grows even stronger.
These approaches don't justthank your donors.
(16:13):
They create experiences,moments and connections that
leave a lasting impression.
Okay, I want to call yourattention back.
If you've drifted away, tuneback in and let's shift gears
and talk about something biggerthan thank you letters, phone
calls or events.
Let's talk about embeddinggratitude into the very fabric
of your organization, making ita defining feature of how your
(16:35):
team operates day in and day out.
When gratitude becomes part ofyour culture, it's not just a
box to check after receiving adonation.
It's a mindset that shapesevery interaction and builds
stronger, more lastingrelationships with your donors.
Creating a culture of gratitudestarts with leadership.
When staff and volunteers seeappreciation modeled at every
(16:58):
level of the organization, itsets the tone for how they
interact with donors and witheach other.
Leaders can reinforce this bymaking gratitude a regular part
of team conversations.
For example, opening staffmeetings with a moment to share
what or who you're grateful forthat week can create a ripple
effect of positivity.
You can also build gratitudeinto your processes.
(17:21):
Consider making it a part ofyour onboarding for new staff
and volunteers.
Train your team to see donorstewardship as a shared
responsibility, not just the jobof the development office.
When everyone, from thereceptionist to the program
staff, understands theimportance of expressing
appreciation.
Donors feel valued at everyturn.
And let's not forget aboutinternal gratitude.
(17:44):
Staff and volunteers are morelikely to express genuine thanks
to donors if they feelappreciated themselves,
celebrate team wins, recognizeindividual contributions and
make sure everyone feels seenand valued for their work.
When gratitude flows internally, it's easier to extend it
outward too.
And here's the payoff whengratitude becomes second nature,
(18:07):
donors notice it's not justthank you letter here or a phone
call there.
It's an ongoing experience offeeling valued, respected and
part of something bigger.
That kind of consistency buildstrust, deepens loyalty and
ultimately inspires donors tostick around for the long haul.
Gratitude isn't just about biggestures.
(18:28):
It's about the little momentstoo.
Every interaction with a donoris a chance to say we appreciate
you.
The key is to make thosemoments thoughtful and authentic
.
For instance, let's say a donorcalls with a question about
your annual report.
Instead of just answering theirquestion and moving on, take a
moment to thank them for theirinterest and mention how their
(18:49):
support contributes to whatthey're reading about.
It's a simple way to make themfeel appreciated in an everyday
interaction.
Another example when sending aroutine email, like an event
reminder or a volunteeropportunity, include a line
thanking the recipient for beingpart of your mission.
It doesn't have to be elaborateA heartfelt sentence can go a
(19:09):
long way in making someone feelvalued.
Even things like the tone ofyour social media posts can
reflect a spirit of gratitude.
Instead of just announcing acampaign milestone, frame it as
a celebration of yoursupporters' contributions.
For example, thanks to you,we've reached 75% of our goal.
Your generosity is making thispossible and we couldn't be more
(19:33):
grateful.
These small, consistent acts ofgratitude add up.
They create an environmentwhere donors don't just feel
thanked, they feel like partnersin your work, and when that
happens, they're more likely tostay engaged, give again and
advocate for your mission.
So whether it's fosteringgratitude within your team or
(19:53):
finding small ways to expressthanks in every interaction, the
goal is the same To makeappreciation a core part of who
you are and how you connect withyour donors.
Okay, but let's face a hardtruth here Keeping track of
every donor interaction can feeloverwhelming.
That's where your CRM yourcustomer relationship management
(20:16):
system, or your DRM, your donorrelationship management system,
customer relationshipmanagement system, or your DRM,
your donor relationshipmanagement system becomes your
best friend.
But like any tool, it's allabout how you use it.
When used thoughtfully, yourCRM or your DRM can help you
stay organized, prompt, timelythank yous and ensure no donor
slips through the cracks.
The trick is balancingautomation with authenticity.
(20:37):
So let's unpack that trick isbalancing automation with
authenticity.
So let's unpack that.
A good CRM is more than just adatabase.
It's a system that tracks yourdonor relationships over time.
It can tell you who gave when,how much and even how many times
they've interacted with yourorganization.
But the real magic is in usingthat information to create a
better donor experience.
(20:57):
For example, you can set upyour CRM to send automated
reminders for thank you actions.
Maybe it flags first-timedonors so they get a welcome
call, or highlight significantgift anniversaries so you can
send a handwritten card.
These prompts ensure you'reexpressing gratitude at the
right moments without relyingsolely on memory.
Many CRMs also let you automatethank you emails or letters,
(21:21):
which can be a lifesaver,especially for large campaigns.
But here's the caution Don't letautomation do all of the work.
While an automated response isbetter than no response, donors
can tell the difference betweena generic message and one that
feels personal Authenticity.
It always wins.
Automation can handle theroutine parts of gratitude, but
(21:43):
it's the personal touches thatleave a lasting impression.
Here are a few ways to find thebalance.
Customize your automatedmessage.
Even if you're using templates,make sure they include personal
details.
Address the donor by name.
Reference their specific giftand connect it to the impact
they're making.
For example, dear Jamie, thankyou for your generous gift of
(22:06):
$100 to support our food pantry.
Your kindness ensures thatfamilies in need have meals on
their tables this week.
You can also layer in personalfollow-ups.
Automation might send theimmediate thank you email, but
consider adding a personal toucha few weeks later.
A quick phone call or ahandwritten note reinforces the
(22:26):
message and shows the donor youtruly value their support.
Review your automated messagesand refresh them regularly.
Take time every few months toreview your automated messages.
Are they still aligned withyour voice and with your mission
?
Do they feel fresh and engaging?
Sometimes, what worked lastyear can start to feel stale.
So make updates as needed tokeep things relevant and
(22:49):
donor-centric and, for goodnesssakes, segment your audiences.
Most CRMs allow you to segmentdonors based on criteria like
giving history, gift size orengagement level.
Use this feature to tailor yourgratitude efforts.
For instance, major donorsmight receive a thank you call
from your CEO, while recurringdonors get a personalized email
(23:10):
celebrating their ongoingcommitment.
It's not about treating anyoneas less than it's about using
your resources wisely to makeevery donor feel valued.
When you strike the rightbalance, your CRM becomes a
powerful ally in building donorrelationships.
It helps you manage thelogistics so you can focus on
what matters most showinggenuine, heartfelt appreciation.
(23:34):
So, whether it's sending timelythank yous or customizing your
messages, the smart use oftechnology can make your
gratitude strategy moreconsistent and impactful.
We've talked about thestrategies, the tools and the
creative ideas.
Now it's time to put it alltogether.
This is all about taking actionand transforming yourself into
(23:55):
a donor appreciation champion.
Let's start with a littlereflection into a donor
appreciation champion.
Let's start with a littlereflection.
Take a moment to evaluate whereyou stand in your donor
appreciation efforts.
Here are some questions tothink about.
How many times do you currentlythank your donors after a gift?
Do you use more than one methodto express gratitude?
(24:20):
Are your thank yous timely,personal and impactful?
Does your organization have asystem for tracking and managing
donor stewardship?
And are you creating memorableexperiences that make donors
feel truly valued?
If you're nodding along to someof these and thinking we could
do more.
Don't worry, the fact thatyou're asking these questions
(24:41):
means you're nodding along tosome of these and thinking we
could do more.
Don't worry, the fact thatyou're asking these questions
means you're ready to level up.
Gratitude is a journey, andevery step you take has the
potential to make a hugedifference.
So how do you starttransforming your donor
stewardship practices?
Here's a simple step-by-stepguide to get you going.
First, assess your currentthank you process.
Map out exactly what happenswhen a donation comes in, who's
(25:03):
responsible for saying thank youand how is it communicated.
Look for gaps or missedopportunities.
Second, set small, achievablegoals.
Don't try to overhauleverything at once.
Start by adding one new touchpoint to your gratitude strategy
.
Maybe it's sending a follow-upemail with an impact story or
making a thank you call tofirst-time donors.
(25:24):
Third, leverage your CRM.
Use your CRM to track donorinteractions and prompt
reminders for thank yous.
Start with basic automation,like email templates, and build
in more personal touchpointsover time.
Fourth, engage your team.
Get everyone on board, fromleadership to volunteers.
(25:44):
Share your vision for makingdonor appreciation a core part
of your culture and invite themto contribute ideas.
Fifth, experiment and refine.
Try new approaches like donorspotlights or anniversary
acknowledgements and see whatresonates.
Pay attention to feedback fromdonors and adjust your strategy
as needed.
Each small success buildsmomentum.
(26:07):
Over time, you'll develop asystem that feels authentic,
impactful and fully integratedinto your fundraising efforts.
To keep you motivated, let meshare a quick story.
One organization I worked withdecided to launch a simple thank
you calling program.
They set a goal of callingevery donor within 48 hours of
their gift.
It started small, with just memaking the phone calls and
(26:31):
mostly leaving voicemails, butthe response was overwhelming.
Donors were surprised,delighted and deeply moved by
the personal touchpoint.
Retention rates soared over 20points and over time the
organization saw a measurableincrease in repeat giving.
One donor who gave their firstgift of $10 gave $100 the week
(26:52):
after their first thank youphone call.
Then a second call from the CEOgenerated a $1,000 gift, not
two weeks after that, which gota third thank you call from the
board chair, which then got theorganization a $10,000 check
before the end of the month.
What started as a smallinitiative grew into a
cornerstone of their stewardshipprogram, and all because they
(27:14):
prioritized gratitude.
That's the power ofappreciation when donors feel
valued, they stick around, theygive again, they tell their
friends about you and theybecome true partners in your
mission.
So here's my challenge to youCommit to becoming a donor
appreciation champion.
Start with one action.
(27:35):
Maybe it's a thank you letter,a phone call or a creative event
action.
Maybe it's a thank you letter,a phone call or a creative event
.
Whatever it is, do it withintention and authenticity.
The impact will ripple out farbeyond what you can see today.
You have the tools, the ideasand the drive.
Now it's time to put it allinto action.
Thank you for joining me onthis journey and thank you for
(27:56):
all that you do to make theworld a better place.
You've got this.
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