I sometimes ask organizations, "On whose job description is the task of saying thank you to donors?" The embarrassed look of the leaders as they look around at each other always impacts me.
They never have conversations about the power of an excellently said, "thank you."
Making sure that someone is saying thank you to their donors never occurs to them. It never occurs to board members to make sure someone says 'thank-you' for their organization. It never occurs to them to make sure someone is saying 'thank-you' excellently.
Saying 'thank-you' to donors is something they have never had a conversation about.
Too often, the 'thank-you' note is a job left to junior staff or, worse, the accounting department. Not a lot of thought goes into its content. Most 'thank-yous' are dull as dishwater and give the donor no credit for what has been accomplished.
Here's what I know and teach organizations: Knowing how to say 'thank-you' excellently sets your church or nonprofit apart from the pack.
The difference between getting all the money you need and continually struggling year after year often boils down to how well you say 'thank-you.' You see, the art of saying 'thank-you' is a primary key to building great relationships in life.
Most nonprofit 'thank-yous' are dull as dishwater and give the donor no credit for what has been accomplished.
For years, I have collected great 'thank-you' notes. I saved the notes that moved me and motivated me to give more. In studying these great 'thank-you' notes, I have learned they embody three values. They are:
give the donor credit