When it comes to planned giving, showing appreciation for your donors goes a long way.
1. Personal visits. There is no better way to express appreciation for a gift, especially a large one, than meeting face-to-face with your donor.
2. Notes and phone calls. In addition to sending the acknowledgement required for tax purposes, a thoughtful personal note or a phone call is one of the most fundamental and effective ways to say thank you.
3. Email when appropriate. Although most people today use email, your older donors may feel that email is a less formal means of communication or may not use it at all. If you use email in your acknowledgment process, consider it a supplement to—not a replacement for—handwritten notes, letters and phone calls or personal contact.
4. Regularly share news about your charity. Newsletters are a good way to thank your donors while telling them how their gifts are being used. Donors will enjoy reading about projects they have helped to make possible.
5. Don’t forget donor stories. Focus on the “who” and the “why” of the gift while also mentioning the “what,” “when” and “how.” These stories not only express your gratitude for their gifts but also encourage other donors to follow suit.
6. Recognition societies. Donors’ names can be included in newsletters, annual reports and other communications. For those who don’t wish to remain anonymous, members may also enjoy receiving certificates, plaques or other tokens of appreciation and attending annual gatherings in their honor.
Another idea is to recognize donors for longevity of giving and cumulative giving, especially where you have large numbers of older, regular donors who give relatively small amounts. (Spoiler alert: These are some of your best planned giving prospects.)
Never too much
Charities that make it a priority to thank their donors well and often are laying the foundation for more gifts over time, including those future estate gifts. Remember that when a donor includes your organization in their estate plans, they are considering you part of their family. ■
