Giving Thanks: (For Donor Friendships – with Benefits)
Posted on Tue, Nov 23, 2010
By Bill Krieger, Creative Director
… for taking a few minutes to let me rant about one of my pet peeves : Fundraisers who don't think they take my gift for granted - but do!
And as Groucho once said: "If you've heard this story before, don't stop me, because I'd like to hear it again."
You see, I just turned 61 last month. That doesn’t just place me smack dab in the 55+ age group of most donors today. It also reminds me that we old timers were taught to write thank you notes for every gift we received. Even the crappy ones!
That’s right! Even if we thanked the gift giver in person when the gift was handed to us, we were required to write a follow-up Thank You note. To baby boomers like me – and maybe your donors, as well -- it was just bad manners not follow up a gift with thank you note. And fast!
SO WHEN IT COMES TO THE MAIL … if I've taken the time to sit down and read your 2-4-page letter (not to mention the endless inserts) ... find my checkbook and write you a check ...find and affix a stamp … and walk over to my mailbox to see it off … don't be sending me no email thank you simply because I gave you my email address. (That is, unless I send you an online gift. Then, that’s ok with me – especially if you tell me how my secure online gift is being put to good use immediately!)
AND THANKS FOR NOTHING -- if I mailed you a gift and you waited 6 months before getting around to thanking me. Were you raised in a barn? I know your “second gift strategy” means that if I give you a second gift within the first 6 months, statistically, I’ll be one of your multi-donors. But FAT CHANCE winning that second gift from me if I receive two letters appealing for another donation … before you properly thanked me for the first.
Hey, this is NOT rocket science. Fact is, your parents taught you just about everything you need to know about Acknowledgment Letters: 1. Write them immediately; 2. Mention the gift in the letter; and 3. Tell the gift giver how much you appreciate their gift.
Remember: unless your non-profit organization is so unique that the donor has NO other option for giving to YOU to support their cause, they're hearing from PLENTY of other organizations with similar missions -- who ARE thanking them promptly.
Plus, a good thank you builds friendships – with benefits! And not just in additional gifts, either. Because while “old folks” like me may not have one foot in the grave just yet, we DO realize that we’re not going to be around forever. And we DO think about leaving money to our favorite nonprofits.
So take a tip from a grumpy old man who raises millions of dollars for his nonprofit clients. If you want to bind donors to your specific organization and not just your cause … increase your share of donor wallet … and make donors more receptive to your planned giving messages, write yourself some great Thank You and Acknowledgement Letters.
Believe me … you'll thank me for it.
--Bill
