Recognizing and acknowledging donors is a critical step in getting the gift. It might be considered the final step in receiving a gift, but it is actually the first step in getting the next gift. Consider using these 5 creative ideas to honor and thank your donors.
1. Thank your donor 7 times. There's nothing more important than thanking our donors. We need to make sure donors know how much we appreciate them and their generosity. So thank your donor 7 times. The 7 Thanks don't have to be elaborate or expensive - just sincere.
The initial Thank You should be timely. Your quick response to a donor's gift lets them know that you did in fact receive their gift and that you are glad to have it. Ideally, you should get an initial Thank You letter out within 48 hours of receiving a gift. There's nothing worse for a donor than waiting weeks or months for a gift acknowledgment.
5 Creative (And Low Cost) Ways to Thank and Recognize Your Donors
Subsequent Thank Yous may be spread out over several weeks or months. Letting a little time go by between Thank Yous shows the donor that you haven't forgotten about them. And, it helps you build a relationship.
Ideas for the 7 Thank Yous:
- Computer-generated letter
- Hand-written note card
- Phone call
- Email
- Call or note from the Executive Director
- Call or note from a Board member
- Call or note from another staff member (NOT a Fundraiser)
- Note from a client
- Photograph of your organization in action
- Written update about the use of the donor's gift
2. Engage your Board in the recognition process. Board members often want to help you, but they are unsure how they can help. Consider using these ideas:
- Ask Board members to write Thank You notes, especially to donors they know. A personal note from a peer or friend is a powerful acknowledgment for a donor.
- Ask Board members to make Thank You calls to donors. Provide them with a script and just a few names to call (maybe 3 or 4). Give them a target date to complete the calls (i.e., within the next 2 weeks). And ask them to respond back to you when they are done with any comments the donor made or any observations they have. Make a call with them if they are apprehensive about getting started.
- Ask Board members to act as a host or hostess to a specific donor at a Thank You event. The Board member can provide one-on-one attention to a special donor and can introduce him to other Board members or donors at the event. A trained Board member can effectively cultivate a donor and glean valuable information about the donor's attitude toward your organization.
3. Harness the power of the Thank You call. One of the most powerful tools you have is on your desk - the telephone. Making a Thank You call to a donor can be a powerful way to say thanks. It says to the donor that you took time to pick up the phone and call them. Not many organizations do this these days, so your donors might be shocked! Here's an easy script for a Thank You call:
A. Say the donor's name and then identify yourself and your organization. "Mrs. Smith? This is Sandy Rees from the Save the Universe Foundation."
Your donor is likely to be suspicious. They probably think you are about to ask them for something.
B. Tell them why you are calling. "We got your check in the mail today and I'm calling to say Thank You."
You'll probably hear relief and surprise in the donor's voice.
C. Pause.
Don't say anything. The donor will likely gush about how great your organization is or why they made the gift. You may want to make a note of their reasoning, especially if they indicate a favorite program or feature of your organization.
D. Invite the donor to share information with you. "Is there anything you'd like me to relay to our Executive Director for you?"
Often, the donor will be floored that you want to know what they think and that their comments will go all the way to the top. Of course, you are obligated to actually share their comments with your ED! Assure the donor you will pass their comments on.
E. Thank the donor again. "Thank you so much for taking a minute to talk with me. And thanks again for supporting our work."
That's it! Call is done. These calls usually only take 3 or 4 minutes and will pay off big!
4. Involve your whole staff in thanking your donors. Consider using these techniques for involving other staff in the acknowledgment process.
- Ask program staff to write a note or letter to the donor to let them know how their gift is being used. "Front-line" stories are exactly what donors want to hear!
- At a staff meeting, pass a card around and ask everyone to sign it along with a one line thank you message. Send the card to the donor.
- Ask staff to provide tours to donors when they visit.
5. Pay attention to the special recognition needs of some donors. Some people want to be recognized and some don't. You have to know your donors well enough to know what would be meaningful to them. Corporate donors tend to want all the recognition they can get, while individual donors usually do not want a big fuss made over them.
Here are some things to keep in mind when recognizing donors.
- Keep it simple and inexpensive.
- Recognize corporate donors in their offices.
- Make sure the recognition is meaningful to the donor.
- If you have anything printed, make sure you have spelled the donor's name right and used the right name.
Here are some examples of effective and inexpensive donor recognition techniques.
A small basket with small candies makes a nice "Thank You" gift for a donor's support. Add a handwritten card and the package is complete!
Take a photo of your organization in action and personalize it for your donor. "John, you made this happen" written in gold ink can be a powerful recognition tool. An inexpensive frame can make the gift ready to sit on a desk.
If you own the property around your facility, consider a planting in recognition of a donor. This is particularly powerful if your organization has an outdoor element or if the donor has a favorite kind of tree or shrub. You can add a small sign with the donor's name by the planting so the donor can see it whenever they visit you.
Always be on the lookout for simple and meaningful ways to thank and recognize your donors and you'll be well on your way to fundraising success.
5 Creative (And Low Cost) Ways to Thank and Recognize Your Donors
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(c) Sandy Rees, CFRE
Sandy Rees is a nonprofit fundraising coach, consultant, trainer, and author. She shows small nonprofit organizations how to raise more money, gain more supporters, and strengthen their Boards. Learn more about successful fundraising and get free fundraising tips in her e-zine "Bright Ideas for Fundraising" on her website at http://www.getfullyfunded.com.