The Importance of Thank You: How and When to Appreciate Your Donors

Imagine someone you really admire.

They wax poetic on their vision for the future and how they can be the key to making that happen. If they can only gain enough power to generate widespread change, both of you can get what you want.

But to get power, they need money. Luckily, they’ve sold you on their vision, and you’re more than happy to invest a couple of dollars (maybe even a couple hundred or a couple thousand dollars) to help them out. They take your money, mutter a quick thank-you, and then…

You never hear back from them again.

Or maybe you do, and it’s just to ask you for more money. All of a sudden, your idol has turned into a snake-oil salesman or a toxic ex.

Whether you work for a political organization or campaign, your donors are some of the most critical people you’ll interact with as part of your infrastructure. Frequently, they’re the ones paying for your mailers, your staff, and so much more. But if you don’t show your donors some appreciation, they may get jaded with you and wonder why they donated in the first place.

Here are three simple ways to show your donors how much they mean to you:

3 Ways to Show Donors Appreciation

Explain the impact of their donation.

When someone donates in support of a cause, they want to know that their money is really being used to do good. Donating to a vague mission is different than donating to achieve a clear goal. For example, let them know that because of their donation, you were able to reach hundreds of people through a direct mailer or an TV ad that their generosity funded.

Send a personal thank-you.

Though it can be easy to get caught up in abstract numbers and large-scale operations, it’s important to remember that so many of these donations come from an individual who cares about what you’re doing. People donate to you because they believe in your vision. Show them that they aren’t just a number on a screen with personalized thank yous. For example, have volunteers send handwritten thank you cards or personal outreach.

Invite them to a bigger conversation.

Letting donors offer their input on the future of your organization or campaign is a great way of expressing appreciation. They’ve shown that they care about your mission and have bought into your vision — give them an opportunity to influence how you’ll accomplish that mission by hosting a donor summit or offering them a form to share their thoughts. For larger donors, you can even have more personal, casual meetups like lunch or coffee.

These three tactics can help you not only make your existing donors feel appreciated, but it might even encourage them to donate to you again or tell their friends.

If you want more advice on how to optimize your fundraising strategy, book a FREE 15-minute consultation with us today!