To encourage donors to continue supporting your organizations, it’s essential to recognize their contribution by thanking them. Although acknowledging a donation seems to go without saying, it’s essential to remember that it’s an important link in the philanthropic relationship.
Acknowledgements have two specific goals:
- To say thank you
- To create loyalty
Depending on the help provided and the available time and resources, acknowledgements can take on many forms, from a generic letter to a very personalized message.
Here are a few ways to express your appreciation to your donors:
- Send a letter of thanks
- Call them to thank them (this can be done by an employee or a board member, depending on the size of the donation)
- Meet donors to personally thank them and tell them more about the organization
- Tell donors about the organization’s achievements, its plans and endeavours
- Let donors know how their donation will be spent and about future projects
- Offer donors tickets for opening night, or for exclusive or regular performances
- Acknowledge donors before the show, in the house program, on the website
- Give donors the possibility of buying tickets or booking their seats before the general public
- Create a VIP lounge for donors during events
Don’t forget that donors can quickly stop giving if they feel that their donations aren’t appreciated, useful or if the organization fails to follow up properly.
Philanthropie Québec reminds us that communicating with donors to tell them how the money received will be spent is at least as important as thanking them. More and more, in light of the many options available for charitable giving, donors expect to know what will become of their gift.
Fundraising - Stratégies pour la recherche et l'enseignement supérieur dans les secteurs public et privé, Nathalie Levallois-Midière, Marie-Stéphane Maradei, 2010, Editor: Eyrolles, ISBN : 978-2-212-54651-4, 295 pages.