How to Thank Gift Club Donors

Draw your gift club members closer with effective appreciation.

Gift club donors need personal, effective recognition that is as timely, noticeable, and heartfelt as our requests for funds. Be sure to build your recognition program before you begin to solicit funds. Repetition matters. Don’t assume people internalize it the first time. This means that emails and mail (and likely phone) should be integral parts of your program. Absence does not make the heart grow fonder. It simply makes you absent – from minds, from…

Gift club donors need personal, effective recognition that is as timely, noticeable, and heartfelt as our requests for funds. Be sure to build your recognition program before you begin to solicit funds.

    1. Repetition matters. Don’t assume people internalize it the first time. This means that emails and mail (and likely phone) should be integral parts of your program.
    2. Absence does not make the heart grow fonder. It simply makes you absent – from minds, from conversations, from the sense of importance that’s critical to engage added support.
    3. It’s about them, not us. Always talk more about “you” than “we” in every communication. It’s especially important to review your communications for this element.

Your donors are proud to be your partner in making the world a better place. Let them in and make them a part of your success all year round. It will make a positive difference.

Use this exercise to think deeply about the programs, projects, or partnerships that will truly engage your gift club donors, and use the resulting throughout your gift club communications.

How to Write a Thank-You Note to a Gift Club Donor

There are a number of times when a thank-you note should be sent to a major gift donor in addition to, or instead of, a formal acknowledgement letter. This might need to happen if gift-processing times is long due to a complicated gift, or perhaps simply as an extra way to show personalized appreciation for a commitment.

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You may be tempted to send an email so the donor hears from you right away, but taking the time to put pen to paper conveys the message that you appreciate and respect the decision a donor has made to support the organization. It will also have greater staying power with the donor when they receive it.

Use a notecard with your organization branding, or another branded card if appropriate (like a program-specific or gift-club branded notecard, for example). If these aren’t available, use a simply designed notecard. The note should be brief and just a few sentences, but should give the indication that you know the recipient and are not just copying text.

Recommended Outline:

Start with genuine thanks and be specific about what you have received:
What a wonderful way to start my day by seeing your note and gift on my desk this morning, I really appreciate that you took the time to share with me that story of what made you feel so confident in this investment.

Share something specific about why you are thankful:
Bob has been over the moon for the last week knowing that he will be able to get right to work scheduling interviews for the new podcast. Your gift will truly kickstart our fundraising for this new program and we just couldn’t be more pleased to have you as a good friend of [STATION].

Finish strong with an action in the future:
I’m looking forward to seeing you and thanking you again in person the reception at [LOCATION] on [DATE]. Please know that you can call or reach out to me anytime.

Fondly,
[GIFT OFFICER NAME]

How to Make a Thank-You Call to a Gift Club Donor

It is widely known from formal research and anecdotal evidence that thank-you phone calls are an effective strategy for increasing donor satisfaction and loyalty to an organization.

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Many people can make effective calls, including members of your board, GMs/CEOs, senior staff, on-air personalities, and development directors. While it’s typically the strongest tactic to have the most powerful/recognizable person make a call to a donor, remember that the quality and enthusiasm of the caller also matters so in some cases these people may not be the best choice.

General Recommendations

  • Use volunteers/board members, GMs/CEOs, senior staff, on-air personalities (if they agree) and senior development officers to make calls. If these people are not available, it’s still important to make the calls even if it falls only on development staff shoulders.
  • Make calls within 24 hours of receiving the gift if for acknowledgement purposes.
  • Make year-end thank-you calls to important major donors and prospects.
  • Be authentic, be grateful, and be you during the call.
  • Be donor-centered. What do you know about this donor’s interests Can you orient the conversation in that way? Can you engage them in a conversation rather than speak at them?
  • Reflect your station’s values in your conversation.
  • This is about a conversation so scripts are not to be read verbatim. You are trying to build a long-term relationship here.
  • Practice with a colleague in advance of doing a call.
  • Put yourself in the donor’s shoes. Think about this from their perspective. What will they want to know about the station and the impact of their gift?
  • Use the opportunity to schedule an in-person visit or invite them to tour the station.
  • Don’t worry about having a lengthy conversation at this time unless the donor really wants to engage. Three to five minutes should be adequate for this call.
  • Plan the call. Don’t just wing it. Be sure you are prepared with a story about the impact of the gift.

Enhance the Experience for the Donor

  • At the top of the call, be sure to tell the donor that you are calling to say thank you and this is not a solicitation call.
  • Be sure you know what’s going on at the station so you can effectively share some behind-the-scenes anecdotes that may be of interest to the donor.
  • Also be aware of any recent controversies or difficulties your organization faces and be sure you have the official communications messaging at hand in case the donor asks.
  • Be sure you are on top of the strategic challenges and opportunities for your station. What upcoming programming might the donor might be interested in?
  • Ask their opinion. If you are facing a strategic decision, thinking about how to focus programming in a different way, or trying to get more engaged in the community, ask them what they think.
  • Invite them to visit the station. Schedule mini-gatherings such as coffee with the GM where they can learn more about the station can help you further engage the donor.
  • If they seem really engaged during your conversation about strategy for the organization, ask for an in-person visit with them to discuss in greater detail.
  • And, of course, be sure to thank them multiple times.

If you get voicemail, do leave a message and say thank you. Plan to follow up the next day. If you don’t reach them then, send a handwritten note with your thanks.

Helpful resources

Download a sample gift club acknowledgment letter >>


Download a sample thank-you call script >>


Visit our Donor-Centered Acknowledgement Copy resource for memorable, personalized acknowledgement copy.