Two Small Words with a Big Impact
Saying “thank you” is more than just good manners. Showing your gratitude can open the door to more relationships and opportunities, according to a 2014 study published in Emotion. If you’re a nonprofit, you can never have enough of that!
When expressing thanks is done right, recognition can even encourage future gifts and continued involvement, whether through volunteering or being an ambassador for the organization. The most important thing you’ll ever do to steward your donors is to say “thank you.”
Bottom line, your supporters want to know that they matter. So give them little gems of progress that show that with their support — and directly because of that support — you are bringing about some change, making life easier for someone, or advancing the cause. There is certainly no right or wrong way to say thank you. Below, we’ve included a few suggestions and pointers:
Let your website burst with gratitude
Your website is the perfect place to show public appreciation for your supporters. Develop a stewardship section on your website that can appeal to both one-time donors and recurring donors. Posting a message on your website that promotes thankfulness to a broad audience shows you appreciate their time and efforts and the impact they’ve made on the organization.
Immediately after receiving a donation, also be sure to send an email confirmation that includes a quick donor “thank you.” Many fundraising programs send an automatic thank you once the donation is processed.
Send a welcome package
Don’t forget to mail your welcome package to first-time donors within two weeks. The welcome package should show the difference your organization has made. It should include a thank you letter, photos (action photos in the field doing what your organization does), and a small gift (keep it simple).
Create a letter
Send your donors an email, letter, or card outlining when, how, and who the donation impacted lives. Tell a story about whom you served and the impact you made.
Create a “Thank You” Video
A good thank-you video doesn’t have to be reserved for your year-end campaign. Acknowledge your donors’ gifts with a clear and simple thank you video any time of year. A two- to five-minute “thank you” video will not only engage your donors but also serve as a way to publicly recognize them through social media and promote your organization to other potential supporters. It can even be the follow-up video after a donation is made, or it can be emailed separately. An example of a good video can be found here. Some other ideas might include:
- A heartfelt thank you video featuring your CEO or service recipients is a unique, personal way of expressing gratitude.
- One of my favorite thank-you emails came from The Nature Conservancy (TNC), with a link to a short video. The video features real TNC scientists around the world — not polished spokespeople — in their own countries, speaking in many different accents, saying, “Thank you for helping to save (whatever natural area they work on).” It’s so genuine and yet so easy to duplicate!
- There are a variety of ways to say “thank you” in a video with tools like Snap, GoPro, or your smartphone camera. However, incorporating your supporters in the creation process is a fun spin on your staff’s traditional thank you video.
Blog post by Alizah T. Epstein
Alizah is a seasoned, award-winning, creative professional. She founded the Epstein Creative Group — a strategic branding and marketing firm — with the purpose of using design for the greater good. She has stayed true to her values by building a design firm that supports mission-driven organizations that want to improve our community, with a focus on women’s and children’s issues. She complements her creative skills with her analytical skills to create systems and processes that deliver an easy experience to her clients. She is also a speaker and mentor to nonprofits and women entrepreneurs. Through the Epstein Creative Group, Alizah has built a team of passionate, creative professionals who work on strategic branding and marketing projects that secure more donors and build awareness so these organizations can continue their good work. To learn more, visit epsteincreative.com. Design with purpose.