I believe people like to feel special. That can be inherent, or it can also be an outcome, like when someone buys you flowers, or compliments a job well done.
Special feelings are, in my view, sort of a superpower in nonprofits — we have the ability to be transformative with our work. And sometimes, if we’re lucky, we are fortunate enough to receive donations as a result of that work. When that happens, we should always share our appreciation with those donors.
There are innumerable ways to steward philanthropy, but one pretty typical, immediate standard is a thank you note. I hear a lot of debate on whether those should be paper, email, postcard, etc., but whatever you choose, please for crying out loud be accurate. Know if the recipient is a man or woman, if their spouse is alive or deceased, or if they’re Michele with one “L.” Above all, have a system in place that allows you to be vigilant about what goes out the door.
One organization I support recently sent me a gift acknowledgment letter which opened with:
Not my name, but literally “Dear [donor],” which I’m guessing was the likely result of a lazy mail merge. If that weren’t egregious enough, it was as form a letter as you could find. No mention of my specific gift amount, no messaging about how it supports the mission, no EIN (tax number) for me to keep on hand for tax purposes and — to bring it all home — the letter was a photocopy. #SMH, or so the kids would say.
For me personally it was disappointing, and for the organization it was a total missed opportunity. Granted, I don’t give them a lot of money, though “fixing” these letters would be a really simple task. They already wasted the sheet of paper, why not spend a few minutes more on some simple tweaks? I can’t imagine if I were a major and this showed up in my mailbox, I’d be like:
So let’s do better by our most trusted supporters y’all, okay? There are too many organizations out there they could support, but they chose ours, so let’s act like we care, all right?