The Art of Gratitude: Cultivating Donor Appreciation in 2024
If you work in the not-for-profit sector, you know just how important donors are - they are the beating heart behind your mission, making possible all of the incredible impact you have in your community. But do your donors know how important they are?
By that we mean - do your donors feel appreciated by your organisation? Do they know just how much they mean to you? And, importantly, not just how much their support means to you - but how much they as a person mean to you?
Thanking your donors is about more than gratitude and etiquette – it’s a way of nurturing those important relationships to help sustain them into the future. And in today’s philanthropic landscape, it’s more than a nice-to-have - it’s essential.
Why Donor Appreciation Matters
Donor retention is just as important as - perhaps even more important than - acquisition. In fact, it costs not-for-profits about 10 times more to bring in a new donor than it does to keep an existing donor (Source: Zeffy). And yet - donor retention often doesn’t get as much time, energy or resources dedicated to it. Making donor appreciation a priority strengthens the bond between donors and your organisation, increasing the likelihood of continued and long-term support, as well as increased support over time. As we’re always saying, think ‘friend-raising’ over ‘fundraising’.
So how do you go about making sure that your donors feel appreciated?
1. Communicate Regularly
In 2024, make a plan to check in with your donors regularly, reaching out not only when you have a fundraising appeal or campaign. Regular outreach, engagement and thanks outside of appeals is important too. Avoid being an organisation whose donors only hear from you when you want something from them – be proactive about your communication, and show your donors how much their support means to you.
2. Make it Personal
Whether it’s a handwritten note, a personalised email, or a friendly phone call, getting in touch to let your supporters know that they are seen, loved and appreciated goes a long way towards building strong relationships. Importantly here – you’re not asking for anything. Instead, you’re creating a connection with your donors, reminding them of your organisation and why they care about your mission, and showing them the impact that they are having by supporting you.
3. Get to Know Your Donors
It’s important that donors feel seen and appreciated for who they are - not just what they can give. Make an effort to get to know your donors - use phone calls, surveys and focus groups. Ask your donors about what they value and why they support you. When you know who you’re talking to, it’s much easier to communicate in a way that’s going to resonate. And as well as asking them about themselves, ask your donors for their input. This not only makes them feel valued but can also provide valuable insights for your organisation.
4. Spotlight your Supporters on Social
While some supporters wish to donate anonymously, many people appreciate being recognised for their support and impact, particularly corporate partners. Celebrate your supporters by publicly thanking them on social media. Either share what they mean to your organisation, or even ask them to share what your organisation means to them. Sharing a company or an individual’s personal giving story is a great way to both nurture a lasting relationship with current donors while capturing the attention of potential donors. Remember – it’s important to make sure that your donors are comfortable with being addressed publicly, so be sure to get their permission first.
5. Plan a Donor Engagement Event
Donor engagement events are a great way to help your donors feel valued. An event like this should be all about donor impact. Share stories about all that your supporters have made possible – whether those stories come from clients, beneficiaries, or staff members. These events exist to build trust, create a dialogue with your donors, and help to show the alignment between your donors’ interests, and your mission.
6. Review your Donor Stewardship Strategy
Now is the perfect time to check in on your existing donor care strategy, and look for any gaps that you might be able to fill. Think about:
How well you know your donors and what motivates them
The frequency of your communications
The level of personalisation in your communications
How you share your impact (and your donor’s impact!)
How well you know your donors (their giving history, their birthday, their communication preferences.)
Creating unique experiences for specific donor groups
Making sure your donation process is as user-friendly and visually pleasing as possible.
An Example of Donor Appreciation in Action
OKC is delighted to work with the Dillon Quirke Foundation, a charity working to raise awareness of Sudden Adult Death Syndrome (SADS) and fund widespread cardiac screening for young people (aged 12-18) involved in sport. The Foundation has received an outpouring of support and love when it was set up following the sudden death of Dillon Quirke, who was just 24 years old when he collapsed during a hurling match and died of Sudden Adult Death Syndrome (SADS) on 5th August 2022.
In December 2023, the Foundation wanted to take the opportunity to thank all of their donors and supporters, and share what they have already enabled to be achieved. A profile of their thank you letter was published in the Independent, which you can read here. The Dillon Quirke Foundation exemplifies exactly what we mean by donor appreciation - making sure that supporters understand the impact that they’re having, and what they mean to your organisation.