Appreciation is the Greatest Gift of All
According to the business analysts at IBISworld, Australians will spend over $1.4 billion indulging their mothers this Mother’s Day. However any mum will tell you that all they really want for Mother’s Day is to feel appreciated by their children. Much in the same way our donors just want to feel valued for their support.
Failing to appropriately give thanks to our sponsors and donors can have dire consequences. Which is why we encourage our industry colleagues to carefully consider how they thank and acknowledge their supporters. When supporters of your cause feel appreciated and valued, you have a better chance of retaining and growing their support in the future. You also create powerful advocates who may encourage family and friends to join them in their support.
While you can spend a lot of money showing appreciation for your mum and your donors, it is often the simplest gestures that mean the most. Thoughtful acts of appreciation and genuine expressions of thanks show that you really care, that you see their contribution as important and value their support.
To show your donors that you value their support, you need to say
The immense power of carefully planned thanking was revealed to one of our clients recently when a small donation was followed by an $850,000 pledge. By making a few changes to their administration processes and gaining the cooperation of their CEO in the thanking process, our client has greatly increased their income potential.
So how do you go about:
- Finding better ways to thank your supporters?
- Putting a formal thanking structure in place?
- Working out ways to free up your time so you can thank more often?
Workshopping with your team is a great place to start, but you may also need a third party perspective to formulate the most effective plan. Engaging the help of key stakeholders (including supporters well known to you) or an expert like OKP (we are a phone call or email away) can help you be more creative and targeted in your approach.
Once you have developed a plan, thanking will become a natural part of your everyday activities and not something that requires great effort or attention.
No duty is more urgent than that of returning thanks.
Saint Ambrose (~337-397), Bishop of Milan