The Annual Giving Exchange

Congratulations! After years of cultivation through phone calls, e-mails, letters, and events, one of your most important prospects has made their first annual fund gift.  Thank them as quickly as you can, right?

It’s not uncommon to think about how quickly we thank our donors.  Prompt recognition is critical.  Nothing can bitter the taste of philanthropy more than letting too much time lapse without acknowledging a donor’s generosity.  But there’s something even more important than how quickly a gift is acknowledged.  It’s how consistently we recognize our donors.

Imagine the experience a donor would have if, after making a gift, she received a e-mail an hour later, a letter a week after that, a phone call a month after that, a personal visit three months after that, and a postcard six months after that.  All just to say simply, “thank you.”

Imagine if this constant stream of gratitude continued into the next year and the next and the next, regardless of whether or not that donor ever makes another gift.

Imagine if your next annual giving plan included a means of thanking your donors quickly and constantly.

Imagine if this strategy were applied to anyone who had ever made a gift to your organization, not just those who made a gift last year.

Just imagine.