06 Jan Saying “Thank You” Is Not Enough: Showing Gratitude Keeps Them Coming Back

By Jessica Quaid

Congratulations! You’ve effectively attracted volunteers and donors to your cause. They’re eager and enthusiastic about supporting you. But beware the biggest mistake most nonprofits make: not stewarding in a way that makes them feel appreciated. That’s when and why they’ll slip away.

Surely you’ve heard the phrase, “Actions speak louder than words.”

Saying “thank you” to your volunteers is simply not enough.

The key to successful donor stewardship is a streamlined acknowledgment process. I may not have invented the steps, but I found an easy way to remember them by establishing this abbreviation: A.R.C.C. (“ark”), which stands for Acknowledge, Recognize, Communicate and Cultivate. All steps are equally critical to retaining both donors and volunteers alike.

Studies show that people leave all sorts of relationships, from romantic to professional, because they feel unappreciated. Showing thanks and gratitude should take more effort than batch-sending a generic email or letter for each gift of time, talent or funds.

The payoff for a little effort up front is worth it: When you make a donor or volunteer feel your appreciation and they will not only continue to give, but spread the word to get others involved, too!

When I worked with the Tampa Bay Buccaneers, they adopted a program called “Difference Makers” that incentivized volunteers, game-day and full-time staff to strive to exemplify the organization’s values and provide exceptional customer service.

A Difference Maker was selected for each game and/or month and provided tangible recognition (I was fortunate to be awarded the Difference Maker award during my tenure). Not only did this program help supervisors and leaders pay attention to their volunteers—to award this honor—but it also made the person receiving the award feel they were truly appreciated.

Keep in mind that your volunteers are donating a valuable gift: time. As precious as life is, that is their greatest gift. So, it’s obvious that they should be valued and shown gratitude for all they do throughout the year for your organization.

I once read something that said, “treat your employees (or in this case volunteers) as your top clients (donors).” If it weren’t for your volunteers, it’s unlikely your organization would have the same success. Your success is a team effort! So, treat them as your M.V.P.s–or your M.V.D.s (Most Valuable Donors).

Here are some tips on implementing the A.R.C.C. model for your nonprofit. BONUS: These tips can be used interchangeably for both donors and volunteers!

Try to personalize each tip in ways that set you apart from other nonprofits to stand out in your volunteers’ minds—and hearts. By implementing these steps, you’ll retain your M.V.D.s for years to come!

A.R.C.C – Acknowledge, Recognize, Communicate, Cultivate

Acknowledge:

• Brainstorm creative ways to convey gratitude, such as personalized thank you notes from organization leaders, clients, students or others who the gift has helped.

Recognize:

• Host donor/volunteer recognition events to cultivate relationships and encourage increased giving.
• Feature donors/volunteers in your organization’s newsletter, publication or annual report to add human interest and celebrate them.
• Create giving programs and honor rolls that offer tiered recognition and accompanying benefits.
• Create an ongoing strategy to provide an annual gift to donors of a certain tier.

Communicate:

• Send campaign updates via email and direct mail.
• Feature stories in your newsletter.
• Post updates on social media and your blog. Highlight donors and volunteers to share on their platforms to inspire and recruit others.
• Share plans for the next stages of projects that donors have given to in the past.

Cultivate:

• Suggest related programs that donors/volunteers may like based on their previous interests and giving habits.
• Ask donors/volunteers to spread the word about a project or program they’re passionate about via social media.
• Invite donors to an onsite event or tour to see the results of their gifts firsthand.

Here at JSG & Associates, we support the passionate leaders who make nonprofits successful. For more information about us, visit our website.

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Jessica Quaid is the Founder and C.E.O. of The Gift Matchmaker, which she launched in 2021 to provide gift consulting services for individuals and businesses, including donor stewardship. She is active in the community, including serving on multiple committees benefitting St. Joseph Children’s Hospital Foundation as well as on the Imagination Gala Committee for Glazer Children’s Museum. She is a mother of two young sons, Kobe and Atlas, and an avid fan of the Tampa Bay Buccaneers.