7 Donor Thank-Yous to Send Before You Ask Again (And Why They Matter)

If you've been following DRG for any length of time, you've likely heard us share facts, percentages, and trends based on our own experience and research, as well as that of other industry thought leaders.

One such message that bears repeating is the importance of thanking a donor seven times before making the next ask. You might be thinking to yourself, "Seven?" Whew. That sounds like a lot, doesn’t it? I know it did to me the first time I heard it.

There are so many positive expressions around the number seven. “Lucky as a seven” and “seventh heaven," to name a few. I'm a July girl, with sevens throughout my birthdate (I know, dating myself!), so it's always been my favorite number. But when it comes to saying thank you, is seven too much of a good thing? The answer is a resounding “no!”

I'll admit, in my own experience, I've gotten caught up in the "how” of thanking someone that many times versus simply taking a hard look at what we were already doing and identifying ways to infuse more gratitude.

In the world of Clifton Strengths, I’m a “Maximizer” first—identifying what is good and working to make it great—but “Deliberative” is a close second. As such, my desire to make thoughtful decisions and anticipate potential pitfalls can lead to overthinking.

To save you from the same stumbling block, here are seven ways to say thank you…many of which you may already be doing. However, before we dive into the list, let's take a minute to recall why thanking a donor multiple times is essential.

Why you should thank donors 7 times before asking for another gift

The overarching reason is apparent: donors are the backbone of any nonprofit organization. Their generosity fuels our programs, sustains our mission, and makes real impact possible. Yet, in the hustle of fundraising and daily business operations, we can sometimes overlook one critical truth: Donors need to feel valued before we ask them to give again. 

In an era where donors are inundated with appeals from countless causes, the organizations that stand out are those that practice deep gratitude—not as a one-time gesture but as an ongoing relationship. The most successful nonprofits recognize that gratitude is not just a matter of good manners; it's a strategic necessity.

Another important reason to thank a donor multiple times is to support our efforts in donor retention. You’ve seen the stats; it costs significantly more to acquire new donors than retain existing ones. As in, significantly more. It can cost up to $1.50 to raise $1 from a new donor versus just $0.20 from an existing donor, according to a study from Arizona State University.  

A study from Evertrue, which we've highlighted before, depicts the increase in years of cultivation between a first gift and a major gift from a donor. The majority of donors in the study required six or more years of cultivation to transition to a major gift, making years one through five critical in relationship building. So, saying thank you multiple times isn't overkill—it’s a smart stewardship and fundraising tactic. Expressing thanks and showing how their donation helped can build trust and validate the donor’s choice to give. When donors feel genuinely appreciated, they're much more likely to give again. Okay, now, back to our tips and suggestions of ways to say thank you:

Seven (or more!) donor thank-yous you should be sending:

1. Gift Confirmation

For online donations, this is the first step—and it sets the tone for the entire process with the donor. A prompt, polite email confirming their donation reassures the donor that the transaction was successful. It also gives you the opportunity to express an immediate "thank you." We recommend you avoid making this feel like a receipt; instead make it personal and warm. Use the donor's name and, if possible, mention the campaign or initiative they supported.

2. Tax Receipt

While the charitable donation language is a requirement of a tax receipt, it can still carry a personal touch. Instead of just sending a cold, transactional receipt, include a thank-you message and a quote or statement related to the impact their gift will have. It’s another opportunity to reinforce a donor’s generosity and how it helps your organization. And remember, receipts should be sent within 72 hours of receiving the gift. And don’t forget that year-end receipts are another opportunity to express gratitude.

3. Thank You Note

Whether it's handwritten, printed on a postcard, or emailed, a sincere thank-you note from a staff member, board member, or beneficiary is a must-have for every donor. Acknowledgments can be especially powerful when personalized and specific about what the donor's gift supported. Best practice is to send these types of acknowledgments within one week of the gift and always leave out the gift amount.

4. Newsletter

Your newsletter is more than just an update—it’s an ongoing form of connection. Feature stories about the impact of donors' contributions showing that their support matters. You can share success stories or give behind-the-scenes insights into your programs. Be sure to avoid institutional jargon or writing in the style of press releases; instead, this type of communication should help the donor recognize their role in making these stories possible.

5. Event Invitation or Tour of Your Space

Invite donors to an event, open house, or a tour of your facility. Let them see your work firsthand. These experiences build a sense of inclusion and ownership. They also allow you to connect face-to-face (or virtually), which helps deepen the relationship. When donors are engaged in this way, you're strengthening the connection between them and your mission. Additionally, photos and videos from these types of engagements are a thoughtful way to follow up after the event—or a way to share the experience with donors who were unable to attend in person.

6. Gratitude or Impact Video

Videos can be powerful tools to convey emotion and storytelling. A short, sincere video from your staff, beneficiaries, or volunteers thanking donors can go a long way. You don’t need professional production—authenticity matters more. Videos help donors see the human side of your work and how they’re a part of it. You can share one video—the same video—with multiple donors; we suggest being strategic, and save those highly personalized videos for your top donors.

7. Impact of Gift Email

A few weeks or months after the gift, follow up with an email that shows specific outcomes tied to their donation. Did their $250 help purchase equipment? Or feed a family? Tell them! This type of reporting helps donors see their gifts as effective and meaningful, and allows us to be transparent about how we are honoring donor intent and utilizing their contributions.

8. Birthday, Anniversary, or Holiday Messaging

Bonus tip! Don’t just connect with your donors over money. Recognize special occasions—birthdays, giving anniversaries, or holidays. A short note, card or email expressing appreciation during these moments makes donors feel seen as individuals, not just bank accounts.

We all know that fundraising is about relationships, not transactions. That said, it’s easy to get lost in the “mechanics” of our day-to-day responsibilities and lose sight of the power of saying thank you. As shared throughout these tips, thanking donors multiple times in multiple ways helps foster an emotional connection. Over time, they become not only financial contributors but also active partners in our work. That kind of loyalty can't be bought—it must be nurtured.

In closing, gratitude isn’t a luxury or a nice-to-have—it’s a fundamental part of our work. By thanking donors sincerely and often, you build lasting relationships that can support your mission for years to come. Before planning your next campaign or launching your next appeal, pause and ask: Have we thanked our donors enough?

The answer should be: Let’s thank them again.

Looking for more help or examples of ways to say thank you? Our free download on this topic contains samples of each communication type.

Are you doing something unique to thank your donors? We'd LOVE to know about it! Send your samples to samples@donorrelations.com—and stay tuned—our 2025 Great Acknowledgment Swap will be dropping soon!