Why Donor Appreciation Should Be the Focus of Your Fundraising Strategy (and How to Do It Well)

Welcome to the latest edition of Moving Forward, a newsletter designed to help nonprofits exchange ideas and learn from one another to unlock the full potential of the sector. With many nonprofits preparing to welcome a wave of new donors throughout the holiday season, we caught up with John Gelagin , CEO of CareerSeekers , to learn how his organization approaches donor appreciation — and why prioritizing these efforts is so critical. 

Donor appreciation can look like a lot of things, depending on the organization. What are some of the most impactful ways fundraisers and leaders at your nonprofit express their thanks to corporate donors? 

We celebrate our key partnerships with employers — we call them Article 23 partnerships — with a ceremony where we present our partners with a piece of artwork that represents the challenges that refugees and people seeking asylum face. We’ve found this to be a really effective way to say thanks in a visible and tangible manner, while connecting staff at the organization with our mission and purpose.

Building and maintaining relationships with your Article 23 partners undoubtedly takes time and effort throughout the year. What are some small, everyday actions your team uses to show appreciation beyond the art presentation ceremony itself?

One of the key actions we take is encouraging members of our team to connect with our partners in person at least a couple of times a year. It sometimes feels like a hassle to do that — it’s quicker and simpler to do things by Zoom — but it’s hard to replicate the connection that is formed when you get face to face. 

We also make sure we say “thank you” to our partners at least once a year with a handwritten note that expresses our appreciation for their support. 

Tell us about an instance where your team's dedication to expressing donor appreciation really made a difference.

Our Article 23 thank-you presentations often lead to staff at the partner company becoming more curious about the work we do and wanting to explore how to get involved, which in turn solidifies our relationship with that partner.

Why is it so important for organizations like yours to keep donor appreciation at the forefront of their fundraising strategies?

It’s pretty simple. Although we’re a social enterprise and earn the majority of our revenue from the services we provide, at the end of the day, we need philanthropic support to keep operating. At a really pragmatic level, it’s much harder to find new donors than it is to maintain existing ones, so it makes sense to take steps to enrich the relationship with existing donors.

Also, the people and organizations that donate to our cause often share our passion. It’s right to update them about how their support has helped our organization and to express our gratitude.

What advice would you give to organizations looking to build out their donor appreciation efforts?

It takes time, energy, and patience, but the rewards are there if you commit to it over the long haul. 

How does your nonprofit ensure donors feel appreciated? Join the conversation by sharing your thoughts in the comments section.

Penny Wilson , CEO of Getting On Board , shares the organization’s practical guide to diversifying nonprofit boards. 

Evan Wildstein , Director of Community Philanthropy at Every Texan , highlights the distinction between outputs and outcomes, and the importance of focusing on the latter in your nonprofit’s messaging.

Santanu Mishra , Co-Founder and Executive Trustee of Smile Foundation , shares a recent interview he gave about challenges facing nonprofits in India and new and emerging technologies re-shaping the sector. 

• Transforming year-end donors into year-round supporters: RSVP today for the next virtual fireside chat in our Better Together series to hear leaders from YMCA of the USA, LifeMoves, and Feeding America share their tips for extending the impact of giving season by converting more first-time donors into long-term supporters.
• 3 Ways to Level Up Your Giving Tuesday Strategy with LinkedIn: Did you know that LinkedIn is the highest converting social networking platform for nonprofits? Whatever stage you're at with your Giving Tuesday planning, discover three simple ways to make the most of LinkedIn on the big day.
• Refreshing your peer-to-peer fundraising strategy: Building stronger relationships with donors can lead to more supporters wanting to raise money on your nonprofit’s behalf. If you haven’t revisited your peer-to-peer fundraising strategy for a while, this article from Candid can help you give it a tune-up. 

Is there a particular topic you'd like us to cover or a nonprofit thought leader you'd love to hear from? Let us know in the comments!