Showing gratitude to those who have shared their time, talent and treasures is what we are called to do as humans in an ungrateful, me-centered world. This is especially true when considering donors. Their support of your mission makes your work possible so it’s important to look for effective and meaningful ways to share your appreciation!
A few years ago, Masterpiece Marketing had the honor of being selected to partner with a megachurch in Maryland who was bursting at the seams for space for their fast-growing congregation. We had arrived to the launch date with a compelling capital campaign case-for-support brochure, an energetic video and compelling website. As we studied the list of church members to identify potential major donors, a sad expression came over the lead pastors face when we arrived at a certain older constituent’s name. We inquired as to why he was struggling, and he shared a very disappointing story. This pastor described that one of their church members joyfully gave a large gift to their first capital campaign for the original sanctuary. Just a week earlier he asked to have coffee with her and was sitting in her kitchen. His goal was to ask her for another major donation to kick off this new capital campaign. To his dismay she shared a deep dissatisfaction/frustration she had been quietly feeling for years. She mentioned the large lead gift she gave years earlier and how she had never yet been thanked for that gift. Her sorrow and sadness led her to reveal that she did not feel comfortable participating in the current campaign. All it would have taken is a heart of gratitude to transform future possibilities!
Strategy
- Sharing gratitude at every part of your marketing and fundraising sets a grateful tone.
- Messages like “Without you…” should be on your website, appeal letters, email newsletters, annual reports and social media posts.
- Make the donor the hero with messages like “You helped us do XYZ…” or “With your support, we were able to…”
Impact
- Consider sharing stories about what specific gifts accomplished.
- Seek testimonials to add a personal touch to your gratitude.
- Thank donors personally, frequently, and with a genuine attitude.
