We’re reposting this graphic because it got a lot of traction recently.

Most organizations don’t realize that after their donors make a gift the donor doesn’ know what happened and they don’t know if their gift made a difference.

So the job of your follow-up communications are to convince your donors that their gift made a real, important difference!

Your Thanks You’s / Receipts should tell each donor that their gift was received, that it matters, and that is is appreciated.

Your Reports (Newsletters, usually) should show her how her gift helped make a difference in the life of a beneficiary.

If you Thank and Report well, each donor will know their gift made a difference.  And because they know their gift made a difference, they are FAR more likely to give your organization another gift.

So, do your donor communications close the loop?  Do your donors know their gifts made a difference?

If not, you have some work to do (and you should get in touch!).  And if you are Thanking and Reporting well, I hope you enjoy all the money you’re raising!


Steven Screen is Co-Founder of The Better Fundraising Company and lead author of its blog. With over 25 years' fundraising experience, he gets energized by helping organizations understand how they can raise more money. He’s a second-generation fundraiser, a past winner of the Direct Mail Package of the Year, and data-driven.

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