I received a thank you email from a charity this week – the McGrath Foundation. The subject read “Thank you, Stephen, we couldn’t have done it without you”. McGrath Foundation was not asking for money. The Foundation did not ask me to take any action.
The McGrath Foundation simply thanked me.
We do not thank each other enough in our personal and professional lives. Charities do not and cannot thank their donors enough. Too often, we as fundraisers have our hand out making an ask for a gift rather than our hand out to thank the donor. Often times a simple thank you will generate an additional gift and even a larger gift.
How often does your charity send a thank you to donors without making an ask? Have you picked up the telephone to thank a donor and to simply check to see how they are doing? When was the last time you wrote a hand written thank you note to a donor instead of sending an email? Go the extra mile (kilometre) and see the difference it makes.
McGrath Foundation placed a subtle message in their thank you email – the email told me they are halfway to their goal of 110 nurses. I interpret this line as a simple update. I might read that and believe McGrath want me to make a contribution to help the Foundation achieve the goal. I might read it and feel the need to help. McGrath Foundation hopes I feel gratitude by this email and, at the same time, no doubt hopes it generates some needed income. This stewardship email may be a wave as part of a campaign. Nonetheless, the focus of the email is on expressing appreciation and it makes recipients feel good.