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In today’s world, there are more nonprofits than ever asking donors to give from income and assets
that may be increasingly uncertain. Therefore, now may be a good time to re-examine the ways
in which we thank donors. A well-organized gift acknowledgment system can help form the foundation
for relationships that lead to more frequent and larger gifts.
The end of the year is the busiest season for charitable gifts, and, therefore, thanking donors
becomes even more critical at that time. With that in mind, let’s look at some of the do’s and don’ts of
thanking donors.
Do acknowledge all gifts promptly. Once a gift has been received, timely acknowledgment
is essential. While you may specify that gifts of larger amounts ideally call for a personal visit in
addition to a handwritten letter and/or phone call, gifts of any size merit an appropriate and
timely thank-you.
Don’t assume a donor’s small gift indicates a small interest in your mission. When a
donor makes a gift of a smaller amount, that does not necessarily mean he or she has little interest
in your cause. Treat all donors—even those of modest amounts—with the respect they deserve and
thank them accordingly.
Keep in mind that older, long-term donors who may be living on a fixed income may be in the process
of “downgrading” their giving. For example, a donor who has been a loyal supporter for 25
years may feel she is only able to give $5 currently. Thanking a long-term donor like this may yield
tremendous benefits when that person decides how to distribute her $150,000 estate.
Do respect requests for privacy when thanking your donors. Many organizations offer
donors of various amounts membership in special giving societies. Creating clubs or societies for
donors—especially those who have made planned gifts such as bequests, life income plans, or other
gifts from long-range estate and financial plans—can be an effective way to maintain ongoing relationships
with donors.
While you may offer to include recognition society donors’ names in your communications
pieces, be sensitive to the fact that some persons will wish to remain anonymous for religious and other reasons. Be sure your gift acknowledgment
system is designed to preserve the anonymity of these donors where appropriate. But remember,
however, that just because some do not want their names published does not mean they do not want
and need to be thanked. Find less public ways to thank these donors, and they will appreciate your
regard for their wishes.
Don’t spend more time “making the ask” than “making the thank.” It is important to devote
as much or more energy in retaining donors as acquiring new ones, so you may find it beneficial to
spend as much time and other resources in thanking donors as you do in asking them for their gifts
in the first place. While you may be tempted to curb gift acknowledgment efforts in order to save funds,
be wary of cutting back on thanking donors because that decision may backfire. We have observed that
organizations that make attempts to thank as many donors as possible tend to raise more cumulative
funds, both current and deferred, at lower overall costs than those that do not.
Do communicate thanks by sharing news with your donors. Whether they have made a
large or small gift to your organization, donors who make contributions have indicated an interest in
your cause. They have made a sacrifice and given funds that they could have used for themselves in
many ways. Consider sending your donors information about how your organization or institution is
making a difference. Invite them to special events where possible. Mailing newsletters and other updates,
for example, can also be a good way to say thank you on an ongoing basis while informing
them about how their gifts are being used. Donors enjoy seeing or reading about projects they have
helped make possible and hearing how those who benefited appreciate their help.
Bottom line
Maintaining a close relationship with donors by expressing your gratitude sincerely and appropriately
can go a long way toward growing the annual or occasional donor into a major and/or planned giver. Help
people feel good about their association with you, thank them in meaningful ways, and you will nurture
a constituency of long-term, committed donors who are happily devoted to your cause.
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