88. How “Thank You” Can Transform Your Fundraising
About this episode
Have you ever wondered how a simple "thank you" could transform your nonprofit's fundraising efforts? In my recent conversation with Lisa Sargent, author of the acclaimed book "Thankology: How to Keep Your Donors Longer and Giving Stronger, Through Gratitude," we delved deep into the art and science of gratitude in fundraising. Lisa's insights are not just theoretical; they're backed by years of experience and neuroscience research.
Whether you're a major gift officer, development director, executive director, or board member, this episode promises to revolutionize your approach to donor appreciation. Get ready to discover how implementing effective thanking strategies can boost donor retention, increase giving levels, and create a more fulfilling experience for both your donors and your organization.
The Power of Gratitude in Fundraising
I was struck by Lisa's passion for gratitude and its impact on fundraising. She shared compelling evidence of how effective thanking can significantly improve donor retention and giving levels. For instance, she mentioned a case study where a simple standalone thank you letter resulted in $450,000 more in donations compared to a control group that received nothing. Another example showed a 67% higher response rate from donors who received a special acknowledgment for their long-term support.
Lisa emphasized that gratitude isn't just about acknowledging a gift; it's about seeing the donor as a person and recognizing their generosity. This approach aligns perfectly with the neuroscience of gratitude, which Lisa enthusiastically explained. When we experience gratitude, specific areas of our brain light up, promoting understanding of others and releasing feel-good chemicals like dopamine, oxytocin, and serotonin.
Implementing Effective Thanking Strategies
One of the most valuable takeaways from our conversation was Lisa's T-H-A-N-K-U framework for crafting thank you messages. This simple yet powerful tool ensures that every thank you letter covers all the essential elements:
T: Thank the donor and acknowledge the gift
H: Help them see what their gift will do
A: Ask for something other than money
N: Notify them how they can reach you
K: Kindle good feelings
U: Update them on when they'll next hear from you
Lisa stressed that even small organizations with limited resources can implement effective thanking strategies. It's not about having fancy stationery or elaborate gifts; it's about putting heart and authenticity into your words. She encouraged fundraisers to start where they are, use what they have, and focus on leveling up the words in their thank you messages.
The Ripple Effect of Gratitude
What surprised me most was Lisa's insight into how gratitude can increase our understanding of others and promote pro-social behavior. In a world that often feels divided, the simple act of expressing gratitude in a thank-you letter can foster connection and empathy. This revelation underscores the broader impact of our work as fundraisers – we're not just raising money; we're building a more compassionate society.
Lisa's advice to her younger self resonated deeply with me: "Don't worry so much about what other people think and don't be afraid to make mistakes." This mindset allows us to be authentic in our gratitude and find our unique voice in connecting with donors.
My conversation with Lisa illuminated the transformative power of gratitude in fundraising. By implementing thoughtful thanking strategies, we can not only improve our fundraising outcomes but also create more meaningful connections with our donors.
Remember, every thank you letter is an opportunity to make your donor feel truly appreciated and connected to your cause. I encourage you to listen to the full episode and start implementing these strategies in your organization.
Have you experienced the power of gratitude in your fundraising efforts? Share your thoughts and experiences in the comments below, and don't forget to share this post with your nonprofit colleagues who could benefit from Lisa's wisdom!
With boundless gratitude,
Tammy Zonker
Major Gift Expert & Keynote Speaker
Our guest
Lisa Sargent, Principal, Lisa Sargent Communications, Author
LinkedIn / Contact / Website
“When you give gratitude, that love comes back.”
Lisa Sargent, Principal, Lisa Sargent Communications, Author
Resources mentioned in this episode
Thankology: How to keep your donors longer, and giving stronger, through gratitude by Lisa Sargent
Meet Nana Murphy: lessons in donor care from Merchants Quay Ireland
Retention Fundraising: The New Art and Science of Keeping Your Donors for Life by Roger Craver
Nonprofit Storytelling Conference
Thanks to our friends over at Kindsight for sponsoring this episode of The Intentional Fundraiser podcast.
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