Powerful tools for thanking donors

When a nonprofit effectively expresses gratitude, donor relationships are nurtured and fortified. This paves the way for sustained engagement and recurrent giving patterns. Through the consistent practice of genuine gratitude, a nonprofit affirms the instrumental role each donor plays in advancing the mission and establishes an enduring connection that goes beyond individual contributions. This fostering of connection, appreciation, and community collaboration is an indispensable asset in building a robust network of advocates and allies for the nonprofit’s mission.

The more authentic and heartfelt thank-you messages are, the better. In supporting a cause, donors should know they are a part of something special. It’s best practice to include:

• Donor’s name
• Their gift amount
• What that gift allows the organization to accomplish
• Other opportunities to make an impact

If applicable, one may also want to include the number of years a donor has been giving to the organization, celebrate their donor-versary, congratulate them for reaching a higher tier of giving, or invite them to attend an upcoming event.

Engaging in a consistent practice of delivering sincere expressions of gratitude not only acknowledges the contributions of donors, but also has a profound impact on the retention rates of these invaluable supporters. By taking deliberate steps to ensure that thank-you messages are not just routine formalities, the organization is building on the connection that donors already have with a mission. The outcome of this effort translates into an elevated donor retention landscape.

Donors are four times more likely to give to an organization again if they are thanked within 48 hours of making their gift. To make the biggest impact on donor retention, send a thank-you email within 24 hours of receiving the donor’s gift. The longer an organization waits to send the thank-you email, the more the donor retention rate declines with those donors. For the best results, thank-yous should come through different channels based on the donors’ communication preferences. In fact, a multichannel approach achieves a 15% higher retention rate than using a single channel. Survey donors’ preferences and test the results to strengthen theories and justify new tools and integrations.

Major donors and sponsors are the cornerstone of mission’s advancement so they do warrant a level of recognition that is outside of the ordinary. Their exceptional commitment can be acknowledged with a multifaceted approach to appreciation, one that mirrors the magnitude of their support. For example, an organization may plan to call a donor if they make a gift of a certain amount. This recognition would be in addition to a nonprofit’s normal acknowledgement practices. Just as their generosity propels a cause forward, an organization may want to express gratitude that fosters a bond, propelling the partnership towards the collective aspirations.

Rather than sending transactional receipts, it is important to pursue a more personalized, transformational approach to cultivating close relationships. Whether a team is dominating digital fundraising, or working with donors face-to-face, there are plenty of creative ways to thank them for their participation!

A few examples:

• Welcome packages or email series
• Personalized video messages
• Scheduled outreach on important dates
• Donor-versary cards
• Donor impact statements
• Invitation to join an exclusive program
• Event photos and fundraising results
• Merchandise/tokens of appreciation
• Tour of program space
• Luncheon with nonprofit stakeholders