“Donors feel like ATMs.” That’s a comment I hear from many of my clients. I’ve never heard a generous donor actually say that, but I’m sure some do feel this way.
Imagine you give an organization a million dollars. They put your name on a building, invite you and your family to see the new building or updated room, and everyone feels great. Then—silence. Or even worse, it’s COVID or another catastrophe, and they need to change or alter a program or room you donated to. The key is picking up the phone.
Many nonprofits will list your name, make a big deal about your gift, and then... poof. Nothing. I once made a small endowment to an organization, told them about it, and got zero acknowledgment. That’s right, I put them in my estate plan and told them—and heard nothing back. Part of me wants to pull the gift because I spent years working in the field, and if something like that had happened under my watch, I would have been reprimanded—or possibly fired. However, my wife and I still like the organization, and I don’t need the thank-you, but let’s be real: that’s terrible fundraising.
You have to thank ALL donors. You must send notes of appreciation quickly—and it’s not hard or time-consuming. Many organizations even have software that automates the process, but automation is not enough.
Here are a few ideas to show appreciation that won’t break the bank:
Host a thank-you-athon with your board: Have your board members call a few donors to simply say, “Thank you! We appreciate you.” You can even send an email and add, “What prompted your gift? We’d love to share that information to inspire others.”
Thank donors at events: Ask all the donors to stand and say, “We’d like all of our generous donors to stand up. THANK YOU! Without you, we could not…” For legacy/endowment donors, have them stand up again.
Share the impact: Donors are changing, especially younger ones. They want to know the impact of their donations. Use easy-to-understand charts, images, or short videos that clearly show how their contributions make a difference. Tech like Storyraise can help you with this.
Tell donor stories: I spent 15 years highlighting donors in special magazines, at board meetings, and online. Sharing the stories of your supporters makes a difference. Don’t just focus on the $100K givers—highlight people who really care, no matter the gift size.
Baked Goods: One organization I worked with baked cookies for all their legacy donors. They had kids involved in the organization’s teen programming deliver the cookies. BRILLIANT! Steal this idea.
Lunch, Brunch, and Coffee: There are books about not eating alone, and it applies to your world too. Make time for regular meetings with your donors. This might turn small donors into big donors, but more importantly, it keeps people engaged at all levels. Because you want donors, not just donations.
Have a Stewardship Plan: This should be an integral part of your development strategy. It’s a great area to leverage your board. I know it’s tough to get help with making the ask, but who wouldn’t want to be on the thank-you committee?
That’s my stewardship soapbox! Steal these ideas to raise more money. And I’m happy to talk stewardship anytime
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