Most all advancement leaders understand the importance of thanking donors when a gift is made. We should be timely, authentic, and consistent in expressing our gratitude after people respond generously in support of our cause.
But there are other opportunities we consistently miss to extend our thanks to donors. Here are 3:
- When a donor responds affirmingly to our request to share more or invite their gift, we should thank them for the opportunity. A simple, “thank you for agreeing to learn more about how you can participate. . .” is sufficient. But, pausing to recognize the value of what they offering us is important.
- When a donor opens the door to another potential donor, we should thank them for their efforts. Even when the potential new relationship fizzles or doesn’t materialize, donors helping us cultivate potential new relationships is a model we want to see replicated, so thanking them is both smart and appropriate.
- When a donor agrees to put their name on a building, a fund, or other publicly-facing priority. We tend to think of the donor receiving recognition in this situation, but the reality is that our institution is receiving a valuable endorsement that says, “successful people believe in our mission.” Thanking donors for lending their reputation to us is fitting.
Of course, we should thank donors when they give charitably.
But, donors offer us many other types of gifts. And, we are wise to consistently pause and thank them for those valuable offerings as well.
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