Never Underestimate the Power of “Thank You!”
Two simple words: Thank You.
It costs you nothing to say them.
And when you do, these two words have the power to set hearts ablaze.
They have the power to build bridges. They have the power to ignite life-changing energy. They have the power to create things that last.
Yet, without them, it can cost you everything.
As simple as all this sounds, it’s heartbreaking to know that a significant percentage of donors never receive a prompt, heartfelt thank you.
In fact, a 2024 EverTrue report showed that a stunning 58% of first-time donors do NOT receive a follow-up interaction after their first gift.
58%. Ouch.
And this is where your board members can play a meaningful role in taking your nonprofit to the next level.
When “Thank You” Comes From a Board Member
Make no mistake: Donors love hearing THANK YOU from your board members.
In fact, research study after research study tells us that not only does hearing ‘thank you’ from a board member make your donors feel like their gifts matter, but it makes them feel special and important!
And that’s powerful.
How powerful?
Well, according to Penelope Burke, a heartfelt, sincere “Thank You” increases the likelihood of a second gift by 33% and increases the amount of that gift by 40%.
These are BIG numbers and help to illustrate just how powerful a prompt heartfelt “Thank You” can be.
The 6 Elements of the Perfect “Thank You”
To make a difference, your “Thank You” note needs to contain 6 specific elements.
Element #1: Is it timely?
- Is the “Thank You” made within 48 hours of the receipt of the gift?
Element #2: Is it handsome?
- Is the “Thank You” call clear, calm, and composed?
- Is the “Thank You” note on high-quality material and error-free?
Element #3: Is it authentic?
- Is the acknowledgement being written or spoken with a deep sense of gratitude?
- Is the acknowledgement personalized with the donor’s name?
- Does the content of the acknowledgement speak directly to the individual?
- Is it unique? (e.g., it’s not a form letter or robo-call)
- Is the acknowledgement being written or spoken with a deep sense of gratitude?
Element #4: Is it no-strings attached?
- Is the acknowledgement free from any other requests for additional gifts and support?
Element #5: Is it kind-hearted?
- Will the note or call make the person FEEL good and let them know that they are part of a group of special, like-minded people?
Element #6: Is it specific?
- Does it acknowledge, specifically, how their gift will help those in need?
- Does your note or call confirm that their gift has been assigned to a specific program, project, or initiative?
The Importance of 48 Hours!
Here’s why.
When you say “Thank You” within 48 hours, not only are you letting your donors know that you are on top of things, but you are establishing trust.
Think about it.
Imagine that you give a gift to a charity that is very important to you.
The moment you executed your donation, wonderful things start happening in your mind.
First, you think about how pleased the charity will be to receive your gift.
Then, you begin to imagine how your gift is going to change someone’s life for the better!
These are all wonderful thoughts. And it’s exactly what should happen when someone donates to your charity.
Now, imagine that you don’t hear from the charity.
You will probably wonder if your donation got lost and you will begin feeling a sense of worry. You’ll check your bank account and/or credit card.
Then, when you find out your gift was received, you will begin to wonder if maybe your donation wasn’t really all that important.
Instead of flying high, you begin to feel sour and you tell yourself, “This is the last time I will ever give to this charity.”
All this can be avoided if you adhere to the 48 hour window!
Extraordinary Impact
High Impact Boards understand the power of saying THANK YOU—and they’ll go to great lengths to get the job done!
In fact, saying THANK YOU in a timely manner is one of the things that separates a great board from just a good one.
From this day forward, make a commitment that every single donor that contributes to your charity will receive your thanks within 48 hours.
It will be a game-changer.
Remember: You have the power to make the world a better place. However, you need the help of everyone around you.
Don’t make the mistake of not expressing your gratitude in a way that makes anyone and everyone feel special!
Thanks again for all you do!