The Thank-You Letter I’ve Been Waiting For
Recently I wrote a blog post about an appeal letter I received from a nonprofit. The post generated a lot of comments and multiple emails to me, plus one phone conversation and one in-person conversation.
I didn’t write it to humiliate anyone.
I wrote it because my feelings were hurt as a donor who felt unseen, and my expectations weren’t met as a fundraiser.
Unmet Expectations: A Donor's Perspective
I have expectations. Decide for yourself if they’re high.
I want nonprofits to focus on their donors rather than on themselves, provide good customer service, create great communication and fundraising pieces, keep good records, and express appreciation for my gifts.
I want to know that you received my gift, that it was used in the way I intended it, and that there was a positive impact in the community or world.
I don’t think those expectations are out of bounds. I don’t think those expectations are mine alone.
In May, I made a gift of $150 to a small nonprofit, and sadly I’m still waiting for a thank-you letter.
This was an impulsive, first-time gift.
I heard about the cause from the founder/executive director, and it was something I believed in. I immediately made a gift because I felt passionate about the cause.
Beyond the Receipt: The Missing Thank-You Letter
My passion for the cause has dissipated over the past six months because I haven’t heard a thing from the organization except for an immediate email receipt thanking me for my purchase.
Did they hold the program they said they wanted to hold? Did anyone attend? Did it make a difference to those individuals?
This is the kind of situation that disappoints me as a donor and frustrates me as a nonprofit professional.
Could I call them and say, “Hey, you never sent me a thank-you letter”?
Yes, I could. But how many donors do that? 1%? 2%? 5%?
Call for Change: Acknowledgment and Stewardship Procedures
What I’d really like is for them to quickly say “thank you” and then spend their time and effort revamping their acknowledgement and stewardship procedures so that they make sure future donors receive a thank you.
Because I’m guessing that most normal people, those who are not fundraisers, will not voice their complaint, but instead just stop giving.
Nonprofits work so hard to raise money. I want them to be successful at it.
It’s not just about sending one thank-you letter to me. It’s so much more. It’s about the procedures you have in place to thank donors in a timely manner, with a letter that truly conveys your gratitude, whether I give $150, $1,000, or $100,000.
Get in touch
Let’s develop an effective fundraising plan, boost the performance of your team, ensure your organization’s sustainability, and overcome your leadership challenges by examining your mindset now. Contact me today!