21 Ways to Thank Major Gift Donors: A Round-Up of Strategies

Expressing gratitude is the final stage of the fundraising cycle. It comes after the hard work of identifying and cultivating donors, and of course, asking for their gift.

• Step 1: Identification
• Step 2: Cultivation
• Step 3: Solicitation
• Step 4: Stewardship (gratitude)

In other words, after a donor commits to a gift (donation), it’s time to say thank you. But it’s so much more than that.

Appreciation is the Key to Good Stewardship

Stewardship is not simply about expressing gratitude. True stewardship is making sure your donor feels thanked. There’s a big difference between your organization sending a thank you note, or even making a thank you call, and ensuring the donor feels appreciated.

Part of feeling appreciated is knowing that your donation did what you expected it to. In other words, what kind of impact you had through your donation.

If you asked your donor to help support your after-school program, they should be told about the difference it made in the life of a child who attended. For example, they didn’t have to go home to an empty house. Not only that, they participated in sports, got help with their homework, and had a healthy snack.

21 Ways to Make Major Gift Donors Feel Thanked

Donors will feel thanked if your thank you’s stand out. Here are 21 ways to thank your major gift donors, so they feel thanked. (Many of these ideas have come from my clients over the years.)

1. Handwritten letter from the CEO / ED or a board member including something specific and personal.
2. Phone call from the CEO / ED or a board member (feel free to leave a message).
3. Note of appreciation from a client.
4. Picture (photo or drawing) from a client.
5. Certificate of appreciation in a frame.
6. Link to video of clients or staff saying “thank you” using the donor’s name (a personal video, not simply a generic one).
7. Handmade gift from clients.
8. Baked goods (baked by your clients) delivered to their home or office.
9. Roll of Lifesavers — they are lifesavers to your organization.
10. Key chain with a “key” to your home (residential programs).
11. Superhero cape — they are your superheroes.
12. Card signed with personal notes from all staff or several clients.
13. Take them to lunch — say thank you in person and let them know how the gift was used.
14. Singing telegram / serenade (performing arts organizations).
15. First aid kit (healthcare organizations).
16. A heartfelt hug (when appropriate).
17. Public recognition at an awards dinner or reception.
18. Sharing their story on your website (yes, your donor’s reason’s for giving).
19. A plaque or award for their desk or wall (at home or at work).
20. Behind-the-scenes tour for your donor and their friends (museum or cultural institution).
21. Private conversation with “stars” (performing arts center).

The more closely tied to your mission you can make your thank you, the more memorable and meaningful it will be.

Thanking Major Gift Donors is Vital to Donor Retention

The reason stewardship is so important is that it’s absolutely vital to donor retention. In other words, the more your donor feels thanked and appreciated (as well as understands how their gift was used), the more likely they are to continue giving in the future.

I’d love for you to add to this list. What special ways has your organization used to you ensure your donors feel appreciated? Share your idea in the comments.