The Power of Gratitude
Written by: Brianna Props
In fundraising, there are necessary steps a professional must take to ensure a mutually beneficial relationship with the donors or prospects they engage with regarding an organization. One of those, arguably the most important, is the act of gratitude.
Gratitude is the quality of being thankful and showing appreciation for and to return kindness. Receiving donations heavily relies on a donor's sense of connection, trust, and recognition; when donors feel appreciated, they are more likely to continue their support and deepen their involvement with a cause. Gratitude strengthens this relationship, reinforcing the emotional bond between the donor and the organization, making them feel valued and understood and allows the organization to share the impact of the gift.
Some ways for an organization to display their gratefulness include:
Thank you, letters are a great way to build your relationships with donors. Receiving a hand-written letter or email from a person within the organization gives the donor recognition for their kindness and is a form of positive reinforcement, implementing a positive emotional connection to the organization. This increases the likelihood that they will donate again in the future.
Giving a gift after a donation shows your organization cares about those who invest in you. It is a gesture that can go a long way in creating a long-term partnership. The gifts can vary, but many opt to use stationery items with the organization's logo. The gift is a token of tangible thankfulness and doubles as a way to increase company awareness. Remember, to be mindful of the IRS regulation on the value of a gift to an individual in recognition of their donation.
Sharing an appreciation post is an interactive way to recognize your donor's generosity. Supporter discretion is advised for this option to avoid posting anyone who wishes otherwise. For those who do approve, this is a new way to share gratitude if you are looking to veer from the two more traditional options.
Hosting an appreciation event is another way to say thank you and celebrate the accomplishments you’ve made with the help of your donors. An exclusive dinner or gala allows for a sense of community among the stakeholders. Creating internal relationships with others involved increases a donor’s lifetime value.
Whether it be big or small, a symbol of gratitude can solidify a positive emotional connection with your organization and the individuals who support it. This giving season, think about how you can express your appreciation to those who are a pillar of your organization’s mission and success.
References:
Khorrami, N. (2020, June 24). Why expressing gratitude strengthens our relationships. Psychology Today. https://www.psychologytoday.com/us/blog/comfort-gratitude/202006/why-expressing-gratitude-strengthens-our relationships#:~:text=Expressing%20gratitude%20makes%20us%20feel,of%20kindness%20in%20the%20relationship.
Spitler, D. (2021, March 4). Gratitude with impact: 5 ideas for thanking donors. Association of Fundraising Professionals. https://afpglobal.org/gratitude-impact-5-ideas-thanking-donors#:~:text=Increased%20engagement.,%2C%20or%20in%2Dkind%20donations.