The Art of Saying Thank You: Building Stronger Donor Relationships

The Rule of 7 Thank Yous

This fundraising strategy never goes out of style, and is a tried and true method for retaining first-time donors, loyal donors, small, and even major donors. In other words, all donors!

Contacting your donors seven times throughout the year shows genuine appreciation for their gifts. This can be done in a variety of ways, such as sending a thank you note, a private or public lunch, or recognition on social media. The goal is to build trust with donors so they feel confident in the organization's mission and leadership. When done well and with authenticity, this can lead to more repeat gifts, larger gifts, and planned giving in the future- which is the ultimate goal when working for a worthy cause.

The Many Forms of Thanks

“Thank you” can take various shapes and forms, each offering a chance to strengthen relationships with donors and potentially lead to increased future support. Recognizing generosity thoughtfully can be a key factor in building lasting connections, and is something that a good fundraiser should practice daily.

The Rule of 7

To keep donors engaged and committed, experts recommend reaching out to them at least seven times throughout the year. This concept, known as the “Rule of 7,” helps ensure that by the time you make your next ask, donors will be familiar with and confident in your organization’s mission and leadership.

Here are seven effective ways to express your gratitude:

1. Personalized Thank You Note or Letter: While form letters are standard, adding a handwritten note or personalized message can make a big difference. Aim to acknowledge donations within 72 hours to show immediate appreciation and keep the donor’s generosity fresh in their mind.
2. Thank You Phone Call: A phone call, whether from volunteers, beneficiaries, or Board members offers a personal touch and surprises the donor with direct appreciation, contrasting with the usual sales calls they receive. If leaving a message, let the donor know that they do not need to call you back, just that you appreciate them and wanted them to know.
3. Public Acknowledgment on Website or Newsletter: Recognizing donors publicly can both honor them and inspire potential donors. However, always respect those who prefer to remain anonymous. Use your donor software to identify donors who wish to remain anonymous.
4. Video Thank You: With video communication becoming increasingly common, a heartfelt video message can effectively convey your gratitude and connect with donors on a personal level. This could be a heartfelt message for a recent gift, acknowledgement of a birthday, or important holiday. Customizing the video by referencing your donor personally is even better!
5. Birthday Card: Sending a birthday card focuses on the donor themselves, not just their contribution. It’s a personal gesture that shows you value them beyond their financial support. Try keeping a birthday spreadsheet and adding donor birthdays as you discover them. Keep spare cards and stamps on hand for when a birthday shows up, and be sure to acknowledge something special about the individual when writing the card.
6. Invitation to a Special Donor Event: Invite new donors to events to familiarize them with your programs and offer them a chance to meet other supporters. This provides an opportunity to demonstrate your work and deepen their engagement. You can even host an annual event for donors of a specific giving level.
7. Introduction to a Scholarship Recipient: If your organization provides scholarships, connecting donors with recipients can vividly demonstrate the impact of their generosity and create a powerful connection. Beyond scholarships, this can work with any service oriented organization where the end result is benefitting another person.

Common Pitfalls to Avoid

To ensure your gratitude is well-received, be mindful of these common mistakes:

• Delayed Responses: Aim to send acknowledgments within three days to demonstrate prompt appreciation.
• Misspelled Names: Accuracy is crucial. Incorrect names can offend donors and undermine your professionalism.
• Lack of Personalization: Personalized content makes donors feel valued and more engaged. Avoid generic messages. You may be tempted to use AI to craft that message, but using your own words might make a more genuine impact.
• Stale Content: Keep thank you notes fresh and engaging. Revise templates annually to maintain their impact. Switch up your stationary or messaging seasonally.
• Neglecting Donor Preferences: Respect anonymity requests and specific donation designations. Check your donor's profile in your fundraising software - you don't want to risk losing a donor because you overlooked their wishes. Also, acknowledging pledge reminders help to ensure donors see their requests fulfilled.
• Missing the Impact: Clearly communicate how donations will be used and their impact on your organization. Donors want to know their contributions are making a difference. Be sure to include your organization's annual impact report with at least one of your seven out reaches.

Plan Ahead

Creating a “Calendar of Thanks” can help you stay organized and ensure regular appreciation. Here’s a sample schedule:

• January: Send a “Happy New Year” message by card, email, or phone call
• February: Acknowledge donor birthdays
• March: Make thank you calls for end of the year gifts
• April: Recognize donors at your annual gala
• May: Feature a donor on social media - try a different donor every month (with their permission)
• June: Announce new scholarship recipients, or recipient of your organization's services
• July: Provide a mid-year report - check in with the latest news and updates
• August: Host a Volunteer Appreciation Breakfast or a Major Donor Dinner
• September: Share a student testimonial with a thank you
• October: Invite to a special donor recognition event, this can be in-person or online
• November: Thanksgiving/Gratitude acknowledgment
• December: End-of-year giving acknowledgment

Implementing these practices will lay the foundation for a strong donor relations and stewardship program. If managing seven touches feels overwhelming to you initially, start with a quarterly approach. The key is to ensure donors feel truly valued and appreciated for their support. By making sure that your donors feel appreciated for their time, talent, or treasure, you ensure long-lasting relationships and continued donations to your organization.