Thanksgiving is reciprocal, and so is giving to a nonprofit. With Thanksgiving, you may be invited to join others in celebrating, or you may invite people to join you. Everyone brings something, including a feeling of gratitude. It’s similar to fundraising which is actually an invitation to participate in the good work of a nonprofit. You may be invited to give, or you may be the person asking. In the best scenarios, it is reciprocal, with feelings of gratitude mutually shared by all. Here are our thoughts.
If you are engaged in fundraising for a nonprofit, you know that people have to feel comfortable asking for money. When you feel comfortable asking, the process is easy. It’s like asking your sister-in-law to bring a casserole. If she says “no,” you ask what she would like to bring. She volunteers to bring dessert, and you are that much closer to a shared meal. It can be a challenge to feel comfortable “asking,” but it’s worth getting over the discomfort. Those who have embraced fundraising know how good it feels when people say “yes” and make a gift. What we sometimes forget is how good it feels for those who give. When we give, we are part of something bigger than us; we are part of the solution; we are helping to create the world we want to live in.
Here’s the other part of giving: saying “thank you.” There’s no law saying you must say thank you. But it is part of the circle of giving. It acknowledges the good wishes and investment of the donor and ideally is part of your nonprofit’s culture. It feels good to be thanked – and it feels good to say thank you. It’s a two-way street. Here’s a public secret: one of the biggest criticisms nonprofits face is their inability or unwillingness to say “thank you” in a timely and meaningful way – if it is said at all.
Everyone who is associated with your organization should be in a position to say, “thank you,” and to know what they are saying thank you for, and who they are saying thank you to. Here’s another secret: you can’t thank people enough. You can thank people for giving, but also for attending an event or participating in an event. We’ve had the opportunity to work with organizations that are always busy saying thank you, and it is part of their brand.
The details: If you have online giving, make sure your automated thank you message is up to date. If you solicit people in person, say “thank you” once a person say “yes.” Then send a thank you note. Have a board member call. You can set up a system so that if you are fortunate enough to receive a great number of gifts you have people assigned to say thank you to different types of donors. Put in place internal controls and back-ups to help ensure your thank you system is working. Remember – you can’t be too busy to say thank you!
© Mel and Pearl Shaw, authors of “Prerequisites for Fundraising Success.” We provide fundraising counsel to higher education, nonprofits, and philanthropy. Video conferencing always available. Visit www.saadandshaw.com.
