Thank You.
For the well-mannered among us, this simple expression of appreciation is as second nature as “Hello!” “How are ya?” and “Please.” And despite what you might see jumping out of your X feed or the latest political headlines, I find that most people still demonstrate common courtesy, especially–and gratefully–in the nonprofit world.
As fundraisers, we also know the indispensable value of thanking donors and sharing the difference every gift makes. There’s even a “Rule of 7” just for us, wherein experts recommend connecting with a donor seven times to share appreciation and impact between asks.
Why, then, is gratitude so often missing from the communications we send to donors? From program updates to email broadcasts to annual reports, nonprofits frequently miss opportunities to reiterate thankfulness and convey the impact of generosity–what donors need to know–focusing instead on organizational talking points we (usually leaders) think they want to hear.
The tension between sharing a compelling vision for the future and reporting on the impact of past gifts is real–yet it need not be mutually exclusive. Nor does achieving seven touchpoints between “asks” require us to introduce extra work and stacks of additional communications. There are several opportunities to weave meaningful expressions of gratitude into what we already do; the key is applying the right mindset and tools to every project we take on.
So, whether it’s a gift receipt, event invitation, or the timeless handwritten note, consider how these five essential ingredients can help infuse every communication with gratitude and impact:
1. Authenticity
At the core of any meaningful message is genuine appreciation, and it’s vital that we differentiate between a generic word of thanks and authentic gratitude for the impact a donor has made. Understanding and including specific reasons for our thankfulness helps messages stand out from the noise, and reinforces that a donor is known and valued. And, while some communications lend themselves more easily to this level of detail, variable data can convey specificity on a mass scale–for example, acknowledging a donor’s years of giving on a gift receipt. Ultimately, this authenticity builds trust, the very foundation of a loyal and lasting relationship.
2. Transparency
Donors deserve to know how their gift is being utilized. Providing transparency about the organization's activities, financial decisions, and progress toward goals is essential–and it’s a perfect opportunity to showcase impact. As often as possible, clearly demonstrate how donor involvement has contributed to a project. For example, ensure donors are consistently acknowledged in all mentions of named spaces. When donors are reminded of the tangible results of their contributions, it reinforces their belief in the impact of their generosity. During challenging times, resist the urge to “wait for it to pass,” and instead embrace openness, accountability, and a commitment to continuous improvement–all while sharing gratitude for donors whose loyal dedication sustains us through these moments of difficulty.
3. Storytelling
Weaving compelling stories into communications is a powerful way to make your messages memorable. Share narratives that highlight the real-world impact of your organization's work and showcase how generosity has transformed lives or communities, making the abstract tangible. Personal stories evoke emotions, and that connection reminds donors why they care. Use vivid language, testimonials, and real-life examples to paint a vivid picture of the positive change their investment has made possible. Storytelling doesn’t have to be on a grand scale. As humans, we tell stories (to others, to ourselves) all the time–it’s how we make sense of the world. When it’s time to share information, ask yourself, “how can I present this in story form?”
4. Personalization
Personal connections foster a sense of belonging and pride in being associated with our organization. As often as possible, drop the formal salutations and address donors by their preferred names. Remember important details about their lives and interests (and use your CRM to assist), and note that in the outreach. A simple email forward that reads, “I saw this and thought of you,” can go a long way to reminding donors that we’re thinking of them often–not just when it's time to ask.
5. Partnership
Here’s how to bridge the gap between leadership’s directive to “share all the things we’re doing” and a donor’s need to feel valued: treat them as a partner and make it relevant. Donors can most certainly be inspired by an organization's vision for the future–in fact, we’re counting on that. In outlining upcoming projects, initiatives, and goals, consider not only the organization’s upcoming needs, but also how donor involvement already laid the groundwork. The narrative of progress is incomplete without donors, and by emphasizing what they have made possible through partnership, we invite them to actively participate in creating the future together.
Continuously demonstrating gratitude and impact doesn’t require a herculean effort—just a simple reframe of how we construct the messages we’re already sending can have a powerful effect. The next time you’re staring at a blank space, consider how one (or more!) of these five ingredients might offer the appreciative spark you need!
