Sharpe Group has published many articles and blog posts over the years expressing the importance of and offering tips for thanking donors. It’s that important. Here are some do’s and don’ts that may help you in sharing your appreciation.
Do acknowledge all gifts promptly. While gifts of larger amounts usually require a personal visit in addition to a handwritten note and/or phone call, gifts of any size merit an appropriate and timely thank you.
Don’t assume a small gift indicates small interest. Treat all donors—even those of modest amounts—with the respect they deserve and thank them accordingly. Older, long-term donors who may be living on a fixed income may be in the process of “downgrading” their giving. (Sharpe Group recommends appending age information to your donor file and modifying your gift acknowledgment process in a way that considers this important factor.)
Do respect requests for privacy. Creating a planned gift donor recognition society—for those who have made planned gifts such as bequests, life income plans or other gifts from long-range estate and financial plans—can be an effective way to maintain ongoing relationships.
Some donors will wish to remain anonymous for religious and other personal reasons, so make sure your gift acknowledgment system is designed to preserve anonymity. Remember, however, that just because some do not want their names published does not mean they do not need to be thanked.
Don’t make a recognition society difficult to join. Membership should be as inclusive as possible. By asking donors to provide “proof,” such as a photocopy of a page in their will or of a beneficiary form, you may not be returning the respect and trust they have placed in you. Many planned gifts are revocable. Even if “proof” is provided, your organization can easily be taken out of a donor’s will later.
One exception is in the context of a capital campaign where recognition is being given for the gift and/or the institution will rely on the commitment when planning for future spending or a matching gift campaign. In these instances, donors will naturally understand the need for documentation.
Do share news with your donors. Send your donors a planned giving newsletter and other information about how their gift will make a difference in furthering your mission. Invite them to special events where possible. Ask if they would be willing to be interviewed for a story about their generosity.
Don’t forget that any amount that is given to charity could have been spent, saved or given to a non-charitable beneficiary instead. Maintaining a close relationship with donors by expressing your gratitude sincerely and appropriately can go a long way toward growing the regular or occasional donor into a loyal major and/or planned giver. ■
