It’s easy to understand that not everyone feels comfortable asking others for donations. Yet some are equally bashful about extending gratitude to donors on behalf of an organization.
Expressing thanks to the generous people who support our cause is the most fundamental component of a charity’s relationship with its donors. Failing to do so in a timely and regular manner can destroy a long-standing relationship in an instant.
Thus, what should a charity do if some of the individuals they expect will play a role in dishing out gratitude to supporters are apprehensive or intimidated by the task? Perhaps the easiest way for these people to be comfortable with this sacred role is to incorporate the “thank you” with standard conversations they intend on having with donors and stakeholders anyway. Here are three (3) examples of how to implement this tactic:
1) Contact a donor for updated contact information.
Connecting with donors of giving levels to ensure that their contact information is accurate and up-to-date is one of the most important and common reasons why we interact with them. Though much of the conversation is mundane and uninspiring, there usually are some informal pleasantries exchanged between the charity representative and the donor.
How’s the family? How was your vacation? How is your garden looking this year? These are among the queries and topics discussed, so why not slip in a quick “thanks for your support” as well?
It does not have to be a gushing exaltation, but the donor should be assured that their thoughtfulness is warmly appreciated. Set the stage for future interactions by telling the donor that the charity looks forward to keeping them in the loop about the residual change their gift helped to create.
2) Seek advice on certain issues.
Longtime and major donors are frequently approached for their guidance regarding issues affecting charity matters ranging from program development to accounting to community outreach. Conversations of this variety can be long, deep and poignant.
Since the charity representative is likely to thank the donor for their advice, use the occasion to inform them how massively grateful the organization is for their generosity. Stress how the collective impact of their gifts have made life better for so many in their community.
Emotions would likely be running high anyway during these discussions. Thus, it’s important to summon healthy doses of passion and emotion when delivering this message. Equally important is to generate a bilateral dialogue by asking the donor how they feel about the positive change their gifts helped to produce.
3) Provide donors with regular impact reports.
An increasing number of non-profits have adopted the valuable practice of providing their donors, volunteers and other stakeholders with regular updates of the impact that their contributions of time, talent or treasure accomplished. However, far too often these impact reports are shared in a boring and pedestrian manner which fails to resonate with donors.
Organizations should view these interactions as golden opportunities to strengthen their donors/ passion for the mission. Aim to help donors experience a sense of collective ownership over the community vitality that their gifts created. Help donors understand that the organization is closer to fulfilling its mission because of their loyal support.
