“Thank before you bank,” simple words from a nonprofit executive director that deliver a powerful message about gift acknowledgment.
Understandably nonprofit staffs have their noses to the grindstone this time of year as they process year-end gifts while also preparing to enjoy the holidays. That said, it seems appropriate to consider the steps in an acknowledgment process to ensure that the very first one is sending thanks to the donor.
That thank you could take many forms, such as Web-based reply or email sent immediately following receipt of an online gift. It might mean a phone call from a Board or Development Committee member who calls a donor to share thank and wish them happy holidays. Or as some consultants recommend, all of the above and other steps might be part of a welcome series focused on new donors.
No matter what process you use, “Thank before you bank” seems good advice for all of us. Do you agree? If so, do you acknowledge gifts prior to depositing them and in what ways to you share your thanks? We all look forward to hearing from you and to learning from one another.
Sophie Penney, Ph.D.