The Importance of ‘Thank You’

Acknowledging donors’ gifts well and with haste can go a long way.

January 2006 By Timothy Burgess

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Test yourself
Thanking donors is a vital part of the overall fundraising effort. If you don’t thank them quickly and effectively, they’re likely to conclude that your organization isn’t run efficiently. So, check yourself out. Give a gift to your organization and track the response. How long does it take to receive your gift acknowledgment?

An effective gift-acknowledgment program will accomplish the following:

1. Donors will receive a quick acknowledgment of their gifts and feel delighted they gave. Saying “thank you” is more than a courtesy; it’s a chance to affirm your donors so they’ll continue their relationship with you. You should mail gift receipts within 72 hours of receiving the gift. Use First Class mail.
2. Donors will learn about how their gifts will be used to make a significant difference. The gift-acknowledgment package is a practical tool to inform and educate. The more specific you are about your use of the donor’s gift, the more delighted the donor will be. The gift-acknowledgment package probably is the single most read and digested piece of mail you’ll ever send. It’s a great place to build your brand identity and further strengthen your position in donors’ minds. 
3. Donors will be given opportunities to engage further. A solid, gift-acknowledgment package will allow donors to ask for more information, request deferred giving details, make a pledge gift or simply send a bounce-back gift.

As I’ve written before, obtaining a second gift from a new donor is crucial for your long-term fundraising success — and a gift-acknowledgment package is the first place to seek another gift. All gift receipts should include a reply coupon.

Run effectively, your gift-acknowledgment program should delight your donors, build their loyalty to your cause and raise significant revenue.

Remember, too, that acknowledging gifts is just one crucial part of an effective fundraising program. To raise the most money, follow what I call the A.A.A.R.M. approach to fundraising: Make donors Aware; Ask for contributions; Acknowledge gifts; Report how the donor’s gift is being used; and Motivate donors to continue their support. Employ the A.A.A.R.M. steps, and your fundraising will soar.

Tim Burgess is co-founder of the Domain Group, an international direct-marketing firm serving nonprofits in North America and Europe. He’s also vice chair of the DMA Nonprofit Federation Advisory Council. You can reach him at tim.burgess@thedomaingroup.com, or 206.834.1480.

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