Becoming a Gratitude Champion

Unlock the secret to unlocking donors' hearts and wallets with gratitude! Discover how practicing genuine appreciation can transform your fundraising efforts and create lasting partnerships. Dive into the "rule of seven" and learn how consistent, heartfelt gestures can make your supporters feel truly valued and connected to your cause.

Learn from Heidi Atkinson's insights as we explore strategies like thank-you phone calls and celebratory events that can boost donor loyalty. Uncover the power of personal interactions and find out how board members can directly impact donor retention by reaching out to first-time contributors. From intimate donor luncheons to personalized notes, we'll cover innovative ways to honor and inspire your donors, ensuring they feel cherished and essential to your mission.

Unlock the potential of CRM systems as more than just databases, but as tools to enhance donor relationships and automate gratitude reminders. Discover how to maintain authenticity and personalization, even in an automated world, with customized messages and strategic segmentation. Hear a compelling story of how a simple thank-you call turned a modest gift into a monumental donation, illustrating the unparalleled impact of genuine gratitude. Join us on Let's Talk Fundraising and become a champion of donor appreciation today!

Chapters

• 0:05 The Power of Gratitude in Fundraising
• 8:40 Enhancing Donor Appreciation Strategies
• 20:43 Building Donor Relationships Through Gratitude
• 26:16 Unlocking Donor Appreciation Impact

Transcript

Speaker 1: 0:05

Hey, there, hi, and welcome back ambitious fundraisers. I'm so glad you're here for another episode of let's Talk Fundraising. If you're passionate about making an impact and finding better ways to connect with your donors, you're in the right place. I'm your host, keith Greer, and today we're diving into a topic that's near and dear to my heart and one that has the power to completely transform how you approach donor stewardship. Here's a question to get us started how often do you think your donors feel genuinely and truly thanked not just acknowledged, but deeply appreciated for their support? If you're unsure, or maybe even cringing at the little thought of that, don't worry, you're not alone, and that's exactly what we're here to talk about today. You might have heard of the rule of seven in marketing. Right, it's the idea that people need to see or hear something at least seven times before they even realize they've encountered it. And here's the kicker this principle doesn't just apply to advertising. It's just as important when it comes to expressing gratitude to your donors. If we only thank our donors once or twice, we might be missing a golden opportunity to make them feel appreciated, connected and excited about continuing their support. In this episode, we're unpacking why showing gratitude seven times or even more matters, and how to embed that into your fundraising strategy. We'll talk about some tried and true methods for thanking donors, like heartfelt tax receipts and thank you letters from leadership, and explore creative ways to keep that gratitude flowing all year long. Plus, I'll share insights on how these small, thoughtful gestures can strengthen donor retention, deepen relationships and ultimately make your fundraising efforts more sustainable and impactful. So grab your coffee, get comfortable and let's get into it.

Speaker 1: 1:57

Today we're becoming champions of donor appreciation, so let's talk fundraising. Let's start by breaking down the rule of seven. If you've ever worked in marketing or even skimmed through a branding book, you've probably heard of this principle. The idea is simple but powerful. On average, it takes seeing or hearing a message seven times before it sticks in someone's mind. Seven. It's not that people aren't paying attention, it's just that our brains are flooded with information all day, every day.

Speaker 1: 2:31

Repetition helps something stand out and eventually makes us say, oh, I know this brand or, in our case, oh, I feel appreciated here. Now let's connect this to fundraising. When a donor gives to your organization, they might feel good in the moment, but if the thank you is too brief or only happens once, they're likely to forget about that moment or, worse, wonder if you even noticed their gift at all. Just like consumers in the marketplace, donors need repeated reminders of your gratitude to fully recognize and internalize that they're valued. Here's the parallel. If marketers use repetition to sell products, shouldn't we use it to celebrate generosity? Repeated appreciation isn't about overdoing it. It's about reinforcing a message of connection and partnership. It's about saying we see you, we value you, we couldn't do this without you, in a variety of ways and over time. And here's where it gets even more interesting. Studies in psychology show that consistent gratitude actually builds trust and strengthens relationships. When donors feel genuinely appreciated, not just once, but multiple times, they're more likely to feel invested in your cause. It's not just a warm fuzzy feeling, it's science. Gratitude activates areas of the brain linked to decision-making, loyalty and social bonding. This makes donors more likely to stick around and continue supporting the work you're doing. So here's the takeaway If we want donors to feel truly thanked, once is not enough, twice isn't enough. Seven or more times is the sweet spot where they start to feel like a part of your mission and not just a name on a spreadsheet. And trust me, when donors feel like partners, amazing things happen.

Speaker 1: 4:23

Let's dive into the essentials, the foundational ways every nonprofit should thank their donors. These are the tried and true methods that form the backbone of any good appreciation strategy. While they might seem basic, the magic lies in doing them well, with intention and heart. Let's start with something every nonprofit sends out the tax receipt. By law, nonprofits in the United States are required to provide donors with a tax receipt for their gifts. It's the document that lists their donation amount, the date and your organization's tax information. But here's the thing it doesn't have to be just a sterile transactional piece of paper. That receipt can be so much more. Think about it. The tax receipt is often the very first communication your donor gets after making their gift. It's your chance to set the tone for your relationship.

Speaker 1: 5:16

Instead of a generic, one-size-fits-all acknowledgement, why not turn it into a heartfelt thank you? Start with a message like your generosity means the world to us. Thanks to you, we're one step closer to whatever your goal is. Then go a step further and personalize it. Mention their name, reference the campaign or fund they supported and, if possible, include a short, inspiring story about how donations like theirs are making a difference. It's a small change, but it can have a big impact. A warm, thoughtful tax receipt tells your donor you're not just another transaction to us, you're a valued part of our mission.

Speaker 1: 5:56

Now let's talk about the thank you letter. This is a classic, and for a good reason. I'm a big fan of keeping the tax receipt and the thank you letter from leadership as two separate pieces, and here's why. First, separating them, you keep the transactional nature of the tax receipt distinct from the heartfelt message of gratitude. This makes the thank you letter feel more personal and impactful. Instead of being lumped in with a document full of legal jargon, the thank you letter stands on its own as a genuine expression of appreciation. Second, this approach gives you a natural second touch point with your donor. It's another opportunity to express your gratitude in a meaningful way, keeping the momentum of appreciation going.

Speaker 1: 6:40

A well-crafted thank you letter from your CEO, executive director or another senior leader carries significant weight. It shows donors that their gift isn't just noticed, it's valued at the highest levels of your organization. By taking this extra step, you reinforce your donors' importance and build a stronger connection from the very beginning. But here's the catch A leadership thank you letter only works if it feels personal and genuine. Avoid the temptation to send out a cookie cutter template with a stamped signature. Instead, craft something that feels thoughtful and sincere. Address the donor by name.

Speaker 1: 7:19

Reference their specific gift and connect it directly to your mission. For example gift and connect it directly to your mission. For example, dear Alex, thank you for your incredible gift of $250 to our literacy program. Because of your generosity, 15 more children will have access to the books and tutoring they need to succeed in school. On behalf of our entire team and especially the kids you're helping, thank you for believing in this work. If your leader is game, consider taking it up a notch. A handwritten note in the margins or even a short PS at the end can make the letter feel even more personal. Something like PS. I just visited one of our tutoring sites and it's amazing to see how donations like yours are changing lives in real time. Thank you again.

Speaker 1: 8:04

These letters have a powerful way of making donors feel seen and valued, not just as a number, but as a partner in the work you're doing. They're a simple yet impactful way to build trust and deepen connections. So with these two methods the tax receipt and the thank you letter from leadership you've already covered two touch points in your donor appreciation strategy. But we're just getting started. Now that we've covered the foundational elements of thanking donors, it's time to think bigger. This is where we can take our gratitude strategy to the next level by incorporating approaches that go beyond letters and receipts.

Speaker 1: 8:40

Let's talk about two of my favorites Thank you phone calls and using events as opportunities for appreciation. Have you ever received a phone call where someone simply said thank you, no agenda, no additional ask, just heartfelt gratitude. If you have, you know how unexpectedly delightful it can feel. Heidi Atkinson from Bloomerang wrote a fantastic article about the impact of thank you calls and I highly recommend giving it a read. I'll give a link to it in the show notes. She shares research showing that donors who receive thank you calls are more likely to give again, and they tend to give more over time. And think about that for a second. A simple call not only makes your donor feel appreciated, but it also strengthens their loyalty, increases their likelihood of continuing to support your organization, and here's why it works.

Speaker 1: 9:31

Thank you calls are personal. They show that you're willing to invest your time, not just your resources, in showing gratitude. It's one thing to get a letter or an email, but it's another, to hear a real person's voice expressing genuine thanks. It reminds donors that they're more than just a name in your database. They're partners in your mission. I've seen this in action. One organization I worked with had board members commit to calling first-time donors. The calls were short and sweet, usually no more than two or three minutes, and most of the times it was a voicemail. But the impact was incredible. Donors were shocked, in the best way possible, to hear from someone high up in the organization. Many of them mentioned the calls and subsequent conversations or emails, and the retention rates for first-time donors shot up dramatically. So here's my challenge to you who in your organization could make those calls? Whether it's board members, staff, volunteers or program beneficiaries? This is an easy way to make a lasting impression.

Speaker 1: 10:34

Now let's talk about events, not as fundraisers, but as moments to steward and celebrate your donors. Too often, events are seen primarily as revenue generating, but when it comes to strengthening donor relationships, I think events focused on appreciation and stewardship can have a much bigger impact. Imagine hosting an open house where donors can see your work in action. Or maybe it's a small, intimate gathering with key program staff who can share stories about how donor contributions are making a difference. You could even plan a thank you picnic or coffee morning where donors get to connect with your team and each other.

Speaker 1: 11:11

The goal here isn't to ask for more money. It's to create meaningful experiences that deepen their connection to your mission. One nonprofit I worked with hosted an annual scholarship donor luncheon that brought donors together with the students whose lives they were impacting. For the donors, it was a truly meaningful experience to meet the students they were helping support, putting faces and stories to their generosity. For the students, it was so much more than an opportunity to say thank you. It often became a doorway to mentorships with donors who were invested in their success. Many of those connections turned into lasting friendships that continued long after the students graduated, creating a ripple effect of gratitude and impact.

Speaker 1: 11:53

And here's the thing these types of events align your donors more closely with your mission. They're no longer just writing a check. They're seeing the difference their support is making and they're building relationships with the people behind the work. That's powerful, and when donors feel that level of connection, they're far more likely to stick around for the long haul. So, whether it's picking up the phone or planning a memorable event, these are just a couple of ways you can take your donor appreciation strategy beyond the basics. And now that we've talked about the fundamentals and some creative next steps, let's explore even more innovative ways to show your donors gratitude. If you're drifting away, come back to me. These ideas go beyond the basics and help you stand out in a world where generic thank you letters are far too common. Ready, let's dive in.

Speaker 1: 12:42

One of the most powerful ways to thank your donors is to show them the real impact of their gifts. Regular updates that highlight how their contributions are making a difference can be incredibly meaningful. And here's the key Make it personal. If a donor gave to support a specific program, share a story about someone who directly benefited from that program. Use visuals, photos, videos or even a short infographic to make the story come alive. For example, instead of saying your donation helped feed 100 families, you could share a photo of one family with a caption like meet the Johnsons. Thanks to your generosity, they've had warm meals every night this week. It's specific, it's personal and it reinforces the connection between the donor's gift and real-world impact.

Speaker 1: 13:29

And in an age of emails and text messages, a handwritten thank-you card feels like a rare treasure. There's just something about knowing someone took the time to sit down, write out a message and send it in the mail. It's a small gesture, but it speaks volumes about how much you value your donors. To make handwritten notes even more meaningful, avoid generic phrases. Be specific. Reference the donor's gift, the campaign or program they supported and the impact it's making. Something like, dear Maria, your support of our literacy program means that 12 more children have access to books and tutoring this month. You're giving them a brighter future and we couldn't be more grateful. Adding a personal touch, like a signature from the executive director or a quick doodle, can even make the note more special. Now who doesn't like to be celebrated?

Speaker 1: 14:20

Featuring your donors in your newsletter, on your website or in social media is a fantastic way to show your appreciation. Donor spotlights not only highlight their generosity, but also allow them to share why they supported your mission. It gives them a voice and it inspires others to join in. For instance, you could write. This month we're thrilled to spotlight Alex Thompson, whose generosity has supported 50 scholarships for students pursuing careers in STEM. Alex says I believe in creating opportunities for future leaders and I'm proud to partner with this organization to make it happen. It's a win-win the donor feels honored and your audience gets to see the real people behind the support that powers your mission.

Speaker 1: 15:03

And anniversaries aren't just for weddings. They're also a great opportunity to thank your donors. Imagine sending a note or email saying this month marks the one-year anniversary of your first gift to us and we want to take a moment to thank you again. Because of your continued generosity, here's what we've achieved together. This approach not only reminds donors of their ongoing impact, but also creates an opportunity to reflect on their journey with your organization. It's a simple gesture that can deepen their sense of connection and commitment, and truly everyone likes to feel like an insider. Offering your donors early access to reports, behind-the-scenes tours or previews of upcoming initiatives can make them feel like an integral part of your team. For example, you could invite your top donors to a virtual Q&A with program staff or give them a sneak peek at a new project before it's announced publicly.

Speaker 1: 15:57

The goal here is to show your donors that they're more than just supporters. They're partners in your mission. When donors feel included and valued in this way, their sense of loyalty and connection to your cause grows even stronger. These approaches don't just thank your donors. They create experiences, moments and connections that leave a lasting impression. Okay, I want to call your attention back. If you've drifted away, tune back in and let's shift gears and talk about something bigger than thank you letters, phone calls or events. Let's talk about embedding gratitude into the very fabric of your organization, making it a defining feature of how your team operates day in and day out. When gratitude becomes part of your culture, it's not just a box to check after receiving a donation. It's a mindset that shapes every interaction and builds stronger, more lasting relationships with your donors.

Speaker 1: 16:52

Creating a culture of gratitude starts with leadership. When staff and volunteers see appreciation modeled at every level of the organization, it sets the tone for how they interact with donors and with each other. Leaders can reinforce this by making gratitude a regular part of team conversations. For example, opening staff meetings with a moment to share what or who you're grateful for that week can create a ripple effect of positivity. You can also build gratitude into your processes. Consider making it a part of your onboarding for new staff and volunteers. Train your team to see donor stewardship as a shared responsibility, not just the job of the development office.

Speaker 1: 17:32

When everyone, from the receptionist to the program staff, understands the importance of expressing appreciation. Donors feel valued at every turn. And let's not forget about internal gratitude. Staff and volunteers are more likely to express genuine thanks to donors if they feel appreciated themselves, celebrate team wins, recognize individual contributions and make sure everyone feels seen and valued for their work. When gratitude flows internally, it's easier to extend it outward too. And here's the payoff when gratitude becomes second nature, donors notice it's not just thank you letter here or a phone call there. It's an ongoing experience of feeling valued, respected and part of something bigger. That kind of consistency builds trust, deepens loyalty and ultimately inspires donors to stick around for the long haul.

Speaker 1: 18:27

Gratitude isn't just about big gestures. It's about the little moments too. Every interaction with a donor is a chance to say we appreciate you. The key is to make those moments thoughtful and authentic. For instance, let's say a donor calls with a question about your annual report. Instead of just answering their question and moving on, take a moment to thank them for their interest and mention how their support contributes to what they're reading about. It's a simple way to make them feel appreciated in an everyday interaction. Another example when sending a routine email, like an event reminder or a volunteer opportunity, include a line thanking the recipient for being part of your mission. It doesn't have to be elaborate A heartfelt sentence can go a long way in making someone feel valued.

Speaker 1: 19:12

Even things like the tone of your social media posts can reflect a spirit of gratitude. Instead of just announcing a campaign milestone, frame it as a celebration of your supporters' contributions. For example, thanks to you, we've reached 75% of our goal. Your generosity is making this possible and we couldn't be more grateful. These small, consistent acts of gratitude add up. They create an environment where donors don't just feel thanked, they feel like partners in your work, and when that happens, they're more likely to stay engaged, give again and advocate for your mission. So whether it's fostering gratitude within your team or finding small ways to express thanks in every interaction, the goal is the same To make appreciation a core part of who you are and how you connect with your donors.

Speaker 1: 20:05

Okay, but let's face a hard truth here Keeping track of every donor interaction can feel overwhelming. That's where your CRM your customer relationship management system, or your DRM, your donor relationship management system, customer relationship management system, or your DRM, your donor relationship management system becomes your best friend. But like any tool, it's all about how you use it. When used thoughtfully, your CRM or your DRM can help you stay organized, prompt, timely thank yous and ensure no donor slips through the cracks. The trick is balancing automation with authenticity. So let's unpack that trick is balancing automation with authenticity. So let's unpack that.

Speaker 1: 20:43

A good CRM is more than just a database. It's a system that tracks your donor relationships over time. It can tell you who gave when, how much and even how many times they've interacted with your organization. But the real magic is in using that information to create a better donor experience. For example, you can set up your CRM to send automated reminders for thank you actions. Maybe it flags first-time donors so they get a welcome call, or highlight significant gift anniversaries so you can send a handwritten card. These prompts ensure you're expressing gratitude at the right moments without relying solely on memory. Many CRMs also let you automate thank you emails or letters, which can be a lifesaver, especially for large campaigns.

Speaker 1: 21:25

But here's the caution Don't let automation do all of the work. While an automated response is better than no response, donors can tell the difference between a generic message and one that feels personal Authenticity. It always wins. Automation can handle the routine parts of gratitude, but it's the personal touches that leave a lasting impression. Here are a few ways to find the balance. Customize your automated message. Even if you're using templates, make sure they include personal details. Address the donor by name. Reference their specific gift and connect it to the impact they're making. For example, dear Jamie, thank you for your generous gift of $100 to support our food pantry. Your kindness ensures that families in need have meals on their tables this week. You can also layer in personal follow-ups. Automation might send the immediate thank you email, but consider adding a personal touch a few weeks later. A quick phone call or a handwritten note reinforces the message and shows the donor you truly value their support.

Speaker 1: 22:31

Review your automated messages and refresh them regularly. Take time every few months to review your automated messages. Are they still aligned with your voice and with your mission? Do they feel fresh and engaging? Sometimes, what worked last year can start to feel stale. So make updates as needed to keep things relevant and donor-centric and, for goodness sakes, segment your audiences. Most CRMs allow you to segment donors based on criteria like giving history, gift size or engagement level. Use this feature to tailor your gratitude efforts. For instance, major donors might receive a thank you call from your CEO, while recurring donors get a personalized email celebrating their ongoing commitment.

Speaker 1: 23:13

It's not about treating anyone as less than it's about using your resources wisely to make every donor feel valued. When you strike the right balance, your CRM becomes a powerful ally in building donor relationships. It helps you manage the logistics so you can focus on what matters most showing genuine, heartfelt appreciation. So, whether it's sending timely thank yous or customizing your messages, the smart use of technology can make your gratitude strategy more consistent and impactful. We've talked about the strategies, the tools and the creative ideas. Now it's time to put it all together. This is all about taking action and transforming yourself into a donor appreciation champion.

Speaker 1: 23:57

Let's start with a little reflection into a donor appreciation champion. Let's start with a little reflection. Take a moment to evaluate where you stand in your donor appreciation efforts. Here are some questions to think about. How many times do you currently thank your donors after a gift? Do you use more than one method to express gratitude? Are your thank yous timely, personal and impactful? Does your organization have a system for tracking and managing donor stewardship? And are you creating memorable experiences that make donors feel truly valued? If you're nodding along to some of these and thinking we could do more. Don't worry, the fact that you're asking these questions means you're nodding along to some of these and thinking we could do more. Don't worry, the fact that you're asking these questions means you're ready to level up.

Speaker 1: 24:46

Gratitude is a journey, and every step you take has the potential to make a huge difference. So how do you start transforming your donor stewardship practices? Here's a simple step-by-step guide to get you going. First, assess your current thank you process. Map out exactly what happens when a donation comes in, who's responsible for saying thank you and how is it communicated. Look for gaps or missed opportunities. Second, set small, achievable goals. Don't try to overhaul everything at once. Start by adding one new touch point to your gratitude strategy. Maybe it's sending a follow-up email with an impact story or making a thank you call to first-time donors. Third, leverage your CRM. Use your CRM to track donor interactions and prompt reminders for thank yous. Start with basic automation, like email templates, and build in more personal touchpoints over time. Fourth, engage your team. Get everyone on board, from leadership to volunteers. Share your vision for making donor appreciation a core part of your culture and invite them to contribute ideas. Fifth, experiment and refine. Try new approaches like donor spotlights or anniversary acknowledgements and see what resonates. Pay attention to feedback from donors and adjust your strategy as needed. Each small success builds momentum. Over time, you'll develop a system that feels authentic, impactful and fully integrated into your fundraising efforts.

Speaker 1: 26:16

To keep you motivated, let me share a quick story. One organization I worked with decided to launch a simple thank you calling program. They set a goal of calling every donor within 48 hours of their gift. It started small, with just me making the phone calls and mostly leaving voicemails, but the response was overwhelming. Donors were surprised, delighted and deeply moved by the personal touchpoint. Retention rates soared over 20 points and over time the organization saw a measurable increase in repeat giving. One donor who gave their first gift of $10 gave $100 the week after their first thank you phone call. Then a second call from the CEO generated a $1,000 gift, not two weeks after that, which got a third thank you call from the board chair, which then got the organization a $10,000 check before the end of the month. What started as a small initiative grew into a cornerstone of their stewardship program, and all because they prioritized gratitude. That's the power of appreciation when donors feel valued, they stick around, they give again, they tell their friends about you and they become true partners in your mission.

Speaker 1: 27:27

So here's my challenge to you Commit to becoming a donor appreciation champion. Start with one action. Maybe it's a thank you letter, a phone call or a creative event action. Maybe it's a thank you letter, a phone call or a creative event. Whatever it is, do it with intention and authenticity. The impact will ripple out far beyond what you can see today. You have the tools, the ideas and the drive. Now it's time to put it all into action. Thank you for joining me on this journey and thank you for all that you do to make the world a better place. You've got this.