Why You Should Thank and Report

Why You Should Thank and Report

This month I’m sharing the things that we saw working really well for nonprofits in 2018.

I talk about these ideas a lot, but they bear repeating as you begin your year…

You have to Thank your donors well,
and Report back to them on the effects of their gifts,
if you want to have the best chance of keeping your donors.

Here’s the power of Thanking and Reporting, in the simplest possible terms:

  • Thanking your donor well tells her she’s important and that her gift is going to make a difference. Almost no nonprofit clearly tells their donors this! If your thank you letters, receipts and emails clearly communicate her value, she’s more likely to give another gift to your organization.
  • Reporting back to your donor on how the world is a better place because of her gift shows her that her gift made a difference. Again, almost no nonprofit does this. And if your newsletter shows your donor that her gift made a difference, she’s more likely to give another gift to your organization.

It really is that simple. It’s not magic.

But it IS why organizations spend money and time on Thanking rapidly and well. And it’s why organizations with good donor-focused newsletters have higher donor retention rates.

Remember: each of your donors is giving to several organizations. Some of them make her feel important. Some of them make her feel like her gift makes a difference.

If your organization is one of the organizations that makes her feel important, and makes her feel like she made a difference, she’s more likely to stick with you.

And give more gifts.

And give higher gifts.

So “close the loop” by Thanking and Reporting.

Keeping your donors for longer is one of the primary keys to successful fundraising. And Thanking and Reporting will make you a pro at keeping your donors!

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