A donor’s impact on an organization is not only influential—it comes from a personal connection. Many donors give because they are passionate about the work and mission of your charity. Donors deserve appreciation for their generosity through a meaningful thank-you. Here are five impactful and creative ways to show your donors how much you appreciate them.
- Donor Profiles in Your Communications
Donor profiles are a meaningful way to share their stories and what led them to give to your organization. A donor story in a newsletter, for example, will make donors feel recognized and valued, and others will be inspired by their legacy. Also, including donor profiles on your website can help it reach a larger audience. Donor videos are an appealing way to show why they support your mission—in their own words.
- Personal Thank-You’s
Recording a short thank-you video is a personal touch that will engage your donors and show the hard work of your dedicated supporters. The script for the thank-you video doesn’t have to be lengthy. In the first few seconds, simply address the donor by name, acknowledge and thank them for the specific gift and then explain what impact the donor will have by making this gift. Demonstrate gratitude and explain the next steps if there are any. Studies show that—compared to emails–video messages lead to 50% more repeat donations.
- Donor Appreciation Events
Invite your donors to an event to recognize their support for your mission. This event is a way to express gratitude for their continued support by showing them how much they mean to you. Inviting a keynote speaker that will pique their interest is also a great way to encourage donors to attend.
- Personal Visits
Personal visits with donors are not as easy these days with busy schedules and continuing social distancing, but it’s important to make an effort to see your most loyal supporters in person for some quality one-on-one time. Maintaining a personal relationship with your donors fosters a deeper connection and appreciation for your organization.
- The Tiered System of Recognition
Thanking your donors by assigning them to a tiered system of recognition is a gift of new connections! For example, St. Jude Children’s Research Hospital set up donation recognition tiers. Everyone in the first tier, Partners in Hope, gives a monthly donation of $5 or more. St. Jude plans recognition events or volunteer opportunities for the different levels. This brings donors together to meet new people and is a creative way to thank them for their generosity.
While we should all send a thank-you immediately after receiving a donation, don’t let that be the only time they hear from you. Ongoing contact can establish a meaningful connection between you and your donors, so consider these five options the next time you receive a gift.
By Jana Lawyer, Senior Consultant
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