https://bloomerang.co/resources/webinars/ Claire Axelrad, J.D., CFRE will help you think through your thank you process, put some procedures in writing, and get others on board.

1. 13 Nonprofit Thank
You Mistakes to Avoid
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Our guest presenter »
Claire Axelrad, J.D., CFRE
• Principal of Clairification
• 30 years of frontline
development work
• AFP “Outstanding Fundraising
Professional of the Year”
• CFRE instructor
• 4GOOD nonprofit
webinar presenter
• regular contributor to
Maximize Social Business
and NonProfit PRO

5. 13
NONPROFIT
THANK YOU MISTAKES
TO AVOID
USE GRATITUDE TO BUILD RELATIONSHIPS THAT PAVE THE WAY FOR FUTURE
GIFTS

6. WHO AM I?
• 30+ years in-the-trenches development staff
leader
• 5+ years nonprofit fundraising/marketing
consultant
• AFP Fundraiser of the Year
• Best Nonprofit Blog – Fundraising Success
Magazine
• Speaker: ADRP; ALDE; American Bar
Association; Association of Fundraising
Professionals; DER, Foundation Center;
Fundraising Summit; NAYDO; U. S. Olympics
Committee
• Regular Contributor: Guidestar; Maximize
Social Business; Nonprofit Pro
Follow me:
• www.clairification.com
• Twitter @charityclairity
• www.pinterest.com/charityclairity/
• Claire@clairification.com
Claire Axelrad, J.D., CFRE
2

7. WHY HOW YOU SAY THANKS MATTERS
Nonprofits today, on average,
lose:
• 77% of donors after the first gift
• 40% of multi-year donors
• 54% of all donors
3
Renew donors once… probability they’ll give again increases
From 23% to 60%
Fundraising Effectiveness Project data

8. FOCUSING ON THE TRANSACTION
(MONEY RECEIVED),
NOT YOUR DONOR’S
TRANSFORMATION
(GRATITUDE GIVEN),
WILL COST YOU.
Money focus is
organization-
centric
Ho Hum
Gratitude (aka
‘donor love’)
focus is donor-
centric
Wow!
4

9. 4 ESSENTIAL “P’S” OF THANKING DONORS ARE PEOPLE. STOP TREATING THEM AS TRANSACTIONS.
Plus give some good news at least once
more before asking again
Powerful
Polite
Personal
Prompt It’s only after allWithin 48 hours
Tailored; aligned w/donor
needs and motivations
Descriptive of impact
Penelope Burk’s Research Miss Manners’ Rule
Tell grandma – and your donor –
you received the gift and how
much it meant to you
5

10. 13 THANK YOU MISTAKES
1. Delaying
2. Misspelling
3. Failure to personalize salutation
4. Being about transaction, not impact
5. Boring, yawn-inducing, unemotional content
6. Ignoring what donor shows you
7. Neglecting to mention what they asked you to do
8. Forgetting to tell them the impact of the gift
9. Overlooking the opportunity to provide something of value
10. Not suggesting next steps to continue the relationship
11. Not including the name of a contact person
12. Sounding like you’re asking for more
13. Not thanking enough
6
70%
would
increase
their
giving if
they
received
what they
needed
from you.
(Penelope
Burk,
Donor-
Centered
Fundraising)

11. DELAYING
THANK RIGHT AWAY TO SET UP YOUR NEXT ‘DATE’
7
1
Remember our ‘Tinder’
coffee date 6 months
ago?
Huh? I barely remember…
and how rude to wait this
long. Loser!

12.
THANK RIGHT AWAY TO SET UP YOUR NEXT GIFT
8@charityclairity
You made my week.
Thanks for the great
time!
I had a great time too.
Let’s do it again!

13. SHOW YOU CAN BE COUNTED ON
TO DELIVER ON YOUR PROMISES
Prompt Thank You Says:
•You’re trustworthy
•You follow through
•You got the gift
•You’re efficient
•You have manners
•You put it to work
•Your donor is your hero
9@charityclairity
Prom
pt=
w/in
48 hours
The first 90 days
are critical

14. THE DONOR-CENTERED THANK YOU CALL
When board member called w/in
48 hours:
▪42% larger gifts from donors
called
▪39% more renewed their gifts
Penelope Burk’s research:
▪95% would appreciate a thank-
you call within a day or two of
gift
▪85% said call would influence
them to give again
▪84% said they’d definitely or
probably increase their gift
Download free e-book
at clairification.com
10@charityclairity

15. “OUR THANK YOU LETTERS ALWAYS GET STUCK IN THE
E.D.’S OFFICE, WAITING FOR HIM TO SIGN THEM. HOW CAN
WE GET LETTERS OUT IN 48 HOURS GIVEN THIS REALITY?”
• Create an interdisciplinary
committee to address the issue
of donor acknowledgements.
• Walk through journey of a
donor’s gift, from minute it leaves
their hands to the minute it gets to
you; then gets out the door.
• Discuss the points of delay.
• Brainstorm ways to eliminate
delays.
• Get group commitment.
11@charityclairity

16. PRACTICAL TIP
Your new modus operandi
if you want to stand out
from your competitors:
•Assign thank you calls every
morning for folks who gave the
previous day.
•Spread calls among various staff
to make it manageable.
•Share results at mid-morning
tea break to make it fun!
“Joe, I wanted you to
know that the last gift you made
helped us reach our goal to
establish the ______ program.
I got a brief letter from
someone in that program last
week, and wondered if you
might like me to read it to you?”
[or, if you get a voicemail, tell
them you’re going to send a
copy to them].
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Sample Script
@charityclairity

17. MISSPELLING DONOR’S NAME
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2
#ClairificationSchool @charityclairity

18. FAILURE TO PERSONALIZE SALUTATION
NO YES
Dear Mrs. Axelrad Dear Claire
Dear Barack Dear President
Obama
Dear Ms. R. Ellen Dear Ellen
Dear Beatrice Dear Bitty
Dear Friend Dear Claire
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@charityclairity

19. BEING ABOUT TRANSACTION, NOT IMPACT
• It’s not just about
money
• It’s not about your
process
• It’s about impact
• It’s about outcome
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#ClairificationSchool

20. DONORS DON’T CARE ABOUT YOUR
PROCESS OR BOOKKEEPING
“If you donate too early (Oh,
horrors!), then the system
(Not a person) will consider
it an additional donation
(Oh, no, not that!).”
“The system” also insists I
become a “member,”
whether I want to or not!
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#ClairificationSchool

21. BORING CONTENT
Would you believe…
a study conducted by
Charity Dynamics and
NTEN shows 21% of
donors say they were never
thanked for their support at
all?
When you send something
perfunctory and non-
personal your donor may
fail to notice. You’ll leave
no impression.
5
17#ClairificationSchool

22. GOOD OPENING LINE FOR A THANK YOU
LETTER THAT ISN’T BORING
Rather than providing
a transactional
receipt,
offer a
transformational
donor experience.
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• Jimmy will go to sleep tonight with a
full tummy, because you cared. (Food
program)
• You remembered, because Gloria
could not. (Alzheimer’s care)
• The glass of water she drinks today
will not make her sick. (Clean water)
• Mary won’t feel her son died in vain,
because your gift will build a cancer
research center. (Hospital)
H
I feel
like a
hero!
HAPPY
DONOR

23. BE EMOTIONAL. EVEN GUSHY.
19
• Ok, so I understand that might seem a little
over the top. Or even silly. But here’s the
thing – I think what you did was
exceptional
• I believe the individuals involved in the
One Justice network are pretty special,
and my heart is full to overflowing with
gratitude. I wish I could thank each and
every one of you in-person.
• Words cannot express how much your gift
at this time means…
• We are absolutely thrilled to have your
support again this year.
• Did you know you’re really our hero?
• You were wonderful to renew your support.
Thank you from the bottom of my heart.
Real life
examples
@charityclairity

24. IGNORING WHAT DONOR SHOWS YOU
Be on the alert! Notice:
•Spell donor’s name correctly
•If there are name changes or if
your donor uses a nickname
•If there’s been a death or
divorce in the family
•If the address or phone
number have been changed
•If gift is earmarked for a
particular purpose.
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@charityclairity

25. NEGLECTING WHAT DONOR TELLS YOU
Be on the alert! Notice:
•If they want their gift to remain
anonymous
•How they want their name to
appear in print
•Fact they increased their gift
- thank them for this!
•If they asked for pledge
reminders; assure them you’ll
stay on top of this
•If gift is in memory or honor
21
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@charityclairity

26. FORGETTING TO SHARE SPECIFIC
IMPACT
8
Thanks so much for the fountain pen and
tee shirt. The pen is perfect for writing all
my thank you notes, and the tee is a
great reminder of my accomplishment.
Your thoughtfulness means a lot.
Giver wants to know:
•You really needed their gift
•How you’ll use their gift for
the purpose they intended
22

27. OVERLOOKING OPPORTUNITY TO OFFER
SOMETHING OF VALUE
Philanthropy is all about the
Value-for-Value exchange
Donor gives to you
You give to them
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#ClairificationSchool

28. WHAT GIFTS CAN YOU GIVE IN YOUR THANK YOU?
• Coupon for coffee in your
café/coupon from local
business
• Token gift (stick of gum or
gold stars – thanks for
sticking w/us)
• List of useful tips
• Reading
recommendations
• Thank you from a
supporter
• Testimonials from clients
Get a local café
to donate
gift
certificates.
When you
doubled your
money by
responding to
our challenge,
that really
“mint” a lot!
Thanks for sticking
with us!
#ClairificationSchool

29. FORGETTING TO SUGGEST NEXT STEPS
Your donor wants to
know you care about
building an ongoing
relationship. Show them:
•When you’ll next be in touch
•Events they can attend
•Ways they can volunteer
•Means to get involved as an
advocate
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Don’t make donor think “well,
since it’s not at all clear where to
go from here, I guess that’s over
and done with.”
25@charityclairity

30. NOT INCLUDING CONTACT INFO
What if your donor:
•Has questions, corrections or
concerns?
•Wants to give more?
•Wants to volunteer?
•Wants to suggest the name of
another donor prospect?
•Wants to advocate or ask on
your behalf?
•Wants to attend an event?
•Wants to join a committee?
•Wants to refer someone who
needs your services?
26
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Make sure
donor can
reach
you.
Make sure you can reach your donor.

31. SOUNDING LIKE YOU’RE ASKING
FOR MORE
TIP from Penelope Burk:
“By the second paragraph,
you revert to the language of
appeal and water down your
powerful expression of
gratitude.”
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Keep it Pure
#ClairificationSchool

32. THE DONOR-CENTERED THANK YOU LETTER
WHAT DONOR DID
✓ Catchy opening
✓ Ties back to reason gift made
WHY DONOR DID IT
✓Emotionally illustrate gift’s use
✓ Make it about the donor as hero
✓ Reassure you’re paying attention
WIFM?
❑ Invite involvement
❑ P.S. to emphasize important point
❑ Personal contact info
❑ Inserts that make donor feel good
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You remembered, because she
couldn’t.
Thanks for responding to our
request for the Dementia Center
with your $500 gift.
Mary will be safe from now on,
because she’ll have help at home.
You’re our hero! And as you
directed, we’ll keep your gift
anonymous.
Would you like to tour or
volunteer? Please call..
P.S. I’ve enclosed some thanks
from folks you’ve helped…

33. 29
1. Immediate
2. Personal
3. Genuine; heartfelt
4. Emotional content
5. About impact
6. About donor as hero
7. Clarifies next steps
8. Offers opportunities
9. Includes contact
info
10.Includes photo
11. Includes tax info
12.Doesn’t ask for more

34. FAILING TO REPEAT GRATITUDE
Gratitude Recipients:
•One-time act of gratitude > 10% increase
in happiness
•After one week > effects cut 50%
•After six months > effects disappeared
(Seligman & Steen, 2005)
Don’t take donors for granted.
They need positive reinforcement!
Positive emotions wear off quickly.
Our emotional systems like newness.
(Emmons & McCullough)
30#ClairificationSchool
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@charityclairity

35. GRATITUDE IS THE QUINTESSENCE OF DONOR-
CENTERED FUNDRAISING & COMMUNICATION
Gratitude is not:
•We reached our $$ goal.
•We’re great.
•Our organization did this.
•I made this happen.
When we’re grateful, we give credit to others for our success.
1.I’m grateful to Mary for…
2. I’m grateful to Joe for…
3. I’m grateful to Sal for…
4. I’m grateful to Ami for…
5. I’m grateful to Lee for…
@charityclairity 31#ClairificationSchool

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37. SUMMARY
1. STOP sending same generic
thanks to all, checking off list as
“done!”
2. STOP making ‘thank you’ an
afterthought – acting as if
timeliness doesn’t matter.
3. STOP sending just a
transactional receipt – this is
unlikely to make anyone feel
good about what they just did.
33@charityclairity

38. SUMMARY
4. STOP with thank you that
sounds like another F.R. letter –
filled with statistics, numbers
you’ve helped, how great you are,
how big the need still is.
5. STOP with “thank you on behalf
of” – distances you from reader.
6. STOP failing to pay attention to
what donor shows and tells you.
34#ClairificationSchool @charityclairity

39. STOP MAKING DONORS
35
“Thank you letters (or calls) are critical in
reconfirming to a donor that they have made the
right decision.
If the letter is poor or arrives a long time after their
gift, it makes donors wonder whether they have
supported the right cause, and actually makes
them less likely to give again.”
--Penelope Burk, Cygnus Research
#ClairificationSchool @charityclairity

40. SUMMARY
1. START thinking of TY as your “Set
up Strategy” – your opportunity to
get a next gift. Don’t blow it!
2. START showing donors what
they did… make them heroes. Tie
back to the purpose of the appeal
and gift. Tell them specifically what
you’re grateful for.
3. START helping donors feel they’re
joining a community of like-
minded folks who share their
values. Invite involvement other
than giving money.
36@charityclairity

41. SUMMARY
4. START to thank multiple times,
w/creative strategies that WOW.
5. START to develop written
policies & procedures – assure
your Thank You plan happens.
6. START to institute an ongoing,
institution-wide gratitude culture
that keeps donors happy with
every interaction!
37#ClairificationSchool @charityclairity

42. START MAKING DONORS
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Exceptional thank you letters have
tremendous impact
•41% of donors who reported receiving exceptional thank
you letters from a Canadian nonprofit attributed their
decision to give again specifically to the letter.
•24% of those who said they were influenced to give again
by a thank you letter said they had decided to make a larger
donation because of the letter.
--Penelope Burk, Study of Canadian nonprofit
#ClairificationSchool @charityclairity

43. HAVE YOU HUGGED
YOUR DONOR LATELY?
A warm,
genuine,
thoughtful
thank you is a
HUG IN AN
ENVELOPE
Hug regularly for
best results!
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#ClairificationSchool

44. Q U E S T I O N S ? ? ?
Sign up for free bimonthly newsletter and get your free copy of
Donor Thank You Calls E-Book + Script
Better yet
ENROLL IN
CLAIRIFICATION SCHOOL
To get access to all ongoing content
“Tuition” is modest for the weekly value
you’ll receive.
Follow me:
• www.clairification.com
• Claire@clairification.com
• Twitter @charityclairity
• www.pinterest.com/charityclairity/
Claire Axelrad, J.D., CFRE
40

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