Thanksgiving will be here soon and it’s a time of the year in the U.S. when we show gratitude to the special people in our lives. Do you extend this same gratitude to your donors? It often doesn’t seem like it.
Nonprofit organizations tend to treat thanking their donors as an afterthought. But you need to spend just as much time thanking your donors as you do on fundraising.
Here are a few ways you can show some gratitude to your donors.
Wish your donors a Happy Thanksgiving
Send your donors a special Thanksgiving message. If you can send a card or postcard, that’s great, but an email message is also fine.
Let your donors know how grateful you are to have them as part of your family. Share a success story and a photo or video. Your donors will appreciate a heartfelt message, especially when they’re being barraged with year-end appeals.
But don’t stop with Thanksgiving
While gratitude is often front and center around Thanksgiving, that shouldn’t stop you from showing some #donorlove at other times of the year. The holidays, New Year’s, and Valentine’s Day pop up as natural times to show gratitude, but mix it up a little and find other times of the year to say thank you. In fact, you don’t even need a reason. Just thank your donors.
Whatever you decide, DO NOT include a donation envelope or any other type of ask with your thank you message. This is known as a thask and it’s guaranteed to deflate your donor’s good feelings in an instant.
Incorporate thanking your donors into your year-end fundraising campaign
Many of you are working on your year-end fundraising campaign. I know you’re trying to raise money, but you should also be showing gratitude. Does your appeal thank donors for their past or potential gifts?
Besides wishing your donors a Happy Thanksgiving, find other ways to show gratitude while you’re also sending appeals. This is especially important around #GivingTuesday, and I’ll write more about that in my next post.
Be ready to thank your donors as soon as you receive a donation
You’ve all heard you need to thank your donors right away, within 48 hours if you can. This usually doesn’t happen or it’s done poorly. Every single donor, no matter how much they’ve given or whether they donated online, gets a thank you card/letter mailed to them or receives a phone call.
I’m sure you’ve spent a lot of time and effort getting your fundraising appeal out. Perhaps you’ve recruited other staff or volunteers to help you.
You need to do the same thing when you thank your donors. Get your board, other staff, and volunteers together to make phone calls, write thank you notes, or include a handwritten note on a thank you letter.
Do a better job of thanking your donors
Your donors deserve more than just the same, lame generic thank you letter.
I write a lot about thanking donors. Here are a couple of recent posts that cover ways to do a better job of thanking your donors.
The initial thank you right after you receive a donation is important. So is the next one and the one after that and the one after that….
Thanking your donors is not a one and done deal. You want to thank your donors at least once a month. Here are some ideas to show gratitude throughout the year.
- Send a handwritten note.
- Create a thank you video and share it on your website, by email, and on social media.
- Send welcome packets to your new donors.
- Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories. Making all your communications donor-centered will help convey an attitude of gratitude.
- Give a huge shout out to your donors in your newsletters and social media updates. Emphasize that you wouldn’t be able to do the work you do without their support.
- Hold an open house at your organization or offer tours so your donors can see your nonprofit up close and personal.
- Thank your donors just because they’re great.
- Keep thinking of other ways to thank your donors.
This Thanksgiving and throughout the year, show some gratitude to your donors. Don’t they deserve it?