Fundraising is challenging… you know that well. Asking people to donate to your cause when they have many other options and ways to use that money is a big deal. The fact that your donors choose to support your work is truly remarkable and shows that they really care about your mission.
So, shouldn’t you, at the very least, show your appreciation in return?
You should!
Expressing gratitude is a must in fundraising. A small gesture can mean the world! It shows your donors that you acknowledge their contributions and appreciate them as individuals, which can make them feel uniquely valued. There are many options to choose from – a thank-you email, a handwritten card, a personalized call… the key is to show appreciation and highlight the impact of their donations.
Below we’ve included a few strategies from re:charity you can implement to express gratitude. Through these small but significant actions, you can strengthen donor relationships and turn casual contributors into loyal supporters!
1. Send personalized thank-you notes.
Perhaps one of the most obvious places to start with donor appreciation is by sending thank-you notes. Personalizing this initial gratitude message shows that you care about donors as individuals and helps build lasting relationships with them.
Use donor data to tailor your thank-you notes to each donor, addressing them by name and mentioning their specific donation amounts. You should also send your thank-you notes through donors’ preferred method of communication, whether that’s email, text message, or direct mail.
To take your thank-you notes a step further, eCardWidget’s guide to thanking donors offers these tips:
- Be prompt. Thanking your donors quickly keeps your nonprofit top of mind and shows you’re committed to making donors feel appreciated. Ideally, you should send each donor a thank-you within 72 hours of their contribution.
- Focus on impact. Make donors the hero of their thank-you notes. Use donor-centric language, and explain the specific impact their donations will have on your organization.
- Match the thank-you to the donation size. While a thank-you card or email may be sufficient for a small or mid-level donor, think bigger for your major donors. For example, you might call them and send them a gift basket.
If your fundraiser involves kids, have them write donor thank-you notes for even more heartfelt gratitude messages. Not only will this exercise make your thank-you notes more impactful, but it will also help kids learn the joy of giving. As ABC Fundraising’s guide to fundraising for kids explains, “80% of parents who model philanthropic behavior see it reflected in their children.”
2. Publicly recognize your donors.
After sending your thank-you notes, recognize your donors more publicly. Show your community how much you value your donors and their support.
There are many different ways to outwardly demonstrate your gratitude for donors’ generosity, such as by:
- Listing their names on your website
- Featuring donor spotlights in your newsletter
- Creating a donor wall
- Posting donor shoutouts on social media
No matter which public donor recognition methods you choose, make sure to ask donors’ permission first. Then, collect images and testimonials that will make your shoutouts stand out and allow you to recognize donors as individuals.
3. Host a donor appreciation event.
An event is a great way to bring your community together. By hosting a donor appreciation event, you can gather the people who make your mission possible and show your gratitude for them all at once.
Common types of donor appreciation events include:
- Behind-the-scenes facility tours
- Exclusive workshops or seminars
- Galas or receptions
- Dinners or luncheons
- Donor retreats
- Virtual appreciation events
You may also combine your donor appreciation event with an existing, larger event if you already have your community in one place. For example, you may thank donors from your school fundraiser during your back-to-school picnic or spring carnival and provide them with a meal or gift basket as a token of gratitude.
4. Offer donors exclusive perks or benefits.
Show donors your gratitude and encourage them to keep supporting your nonprofit by offering them exclusive perks or benefits. You may even frame these benefits as part of a membership program that donors unlock access to by contributing or becoming recurring donors.
For instance, you may offer perks like:
- VIP access to events, in which donors receive reserved seating, complimentary refreshments, or special recognition
- Early notifications for ticket sales and event registrations before the general public
- Gifts like branded merchandise, such as t-shirts, hats, water bottles, tote bags, or candles
Highlight these benefits of donating on your website to retain current donors and entice prospective donors to make their first contributions.
5. Provide impact updates.
Bring your fundraising full circle by providing impact updates and reports. That way, you can demonstrate your fundraising success and thank donors again for their role in achieving your goals.
Make your impact updates stand out by sharing success stories, testimonials, and photos that highlight your programming. The more clearly you can illustrate the difference your donors are making in the lives of others, the better.
You can also use these impact reports as an opportunity to introduce donors to the matching gift process and explain how they can make an even greater impact by filling out matching gift requests. Walk them through how they can check their eligibility and notify their employer of their donation.
Remember to send these updates through donors’ preferred communication channels. For instance, if a donor contributes through your text-to-give campaign, you may text them back from the same phone number to give them an update on their donation.
A little gratitude goes a long way. Remember that your donors lead busy lives, so it’s important to remind them that you’re thankful they’ve chosen to carve out the necessary time and funds to support your worthy cause. Along the way, you’ll build strong donor relationships that will keep your nonprofit afloat for years to come.
