subject: Stewardship 101: Thank you [print this page] Stewardship 101: Thank you Stewardship 101: Thank you
In this season of Thanksgiving, how does a not-for-profit organization ensure that they are properly thanking their donors for giving? While we expect that every organization is sending acknowledgement letters, what other strategies does your organization employ?
Personalized Acknowledgement Letters: Ensure that the letters you write to thank your donors are specific to them. While it is fine to start with a standard template, it should be personalized beyond the name and address in the salutation.
Include the name of the donor within the body of the letter;
If appropriate, include the names of their children
Detail the reason for which they gave the gift
Pen a handwritten note on the letter so that they know you took the time to think of them and not just sign your name
Send multiple acknowledgement letters: In addition to the letter that includes the specific tax information and more mundane thank you, ask persons who are in charge of the specific program or program recipients to write letters to donors. This allows them to hear first-hand how grateful the recipients are. When possible, use the same person to write letters in subsequent years, this allows the donor to build a relationship with someone involved with the program.
Maintain a stewardship database: This can be done as part of a comprehensive fundraising program, such as Blackbaud's Raisers Edge, or a simple excel spreadsheet. It should provide the letter that was sent, who sent it, when it was sent, other contacts with the donor, etc.
Take the opportunity to share stories: Take the time, either in person or via phone, to share the story of the organization (upcoming events, planned initiatives, etc.) and listen to the donor's story. Identify areas where these stories intersect. Once you know the donor's interests, send him/her regular correspondences regarding his/her area or interest.
Invite them to organizational events: Whether a school play, a gala, or a special dinner for donors, ensure that you donors are informed and know that you welcome their attendance. At the actual event, ensure that you make contact with each donor. Following the event, send them photos of themselves or their children having a good time, this will serve as a momento of the evening.
Send holiday notes or tokens: During the holiday season or for birthdays, ensure that your donors know that you are thinking of them. Whether a birthday note or a holiday plant, your donors will know that you think of them often and not just during a campaign.
These are just a few basic ideas of how to thank your donors. Depending on your organization, there are several things that you can do to make your donors feel special. Good luck and I look forward to hearing ideas that you have implemented in your organization.
