The First Step Toward the Next Gift

Jan 03, 2018

Why do most donors say they've stopped giving to an organization?

They weren't thanked. In multiple studies, from 20% to over 70% of donors say they were never thanked.

We suspect many actually were (most of us send acknowledgement letters or emails) - but the thanks wasn't meaningful or memorable.

How can you be sure your donors feel thanked?

This month, in Fundraisers' Monthly, Nancy and I walk through how to thank your donors so powerfully, they'll want to give again & again, more & more.

Stewardship may seem like someone else's job, but the very best fundraisers know great thanks is the first step toward the next gift.

In fact, great thanks is the 1st through the 7th step toward the next gift.

In his book, Mega Gifts, Jerald Panas states the "Rule of Seven" - thank a donor 7 times before asking again.

Why spend so much time thanking donors?

  • Your best donors are your best donors. The people who already give to you are more likely to give to you. In one study, donors who...
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