An Attitude of Gratitude

While fundraising is often thought of in terms of financial goals, it is more importantly a process through which we experience the generosity and benevolence of others. Though as fundraising professionals we are the catalysts rather than the beneficiaries of this benevolence, our action and reaction to it matters tremendously.

A genuine attitude of gratitude is something that cannot be feigned. The best fundraisers are people who are truly touched by the goodness they witness by another's giving. When receiving a gift on behalf of an organization, top fundraisers often feel personally touched by a donor's philanthropy. And their subsequent actions are donor-centered.

Following are just a few of the ways a grateful fundraiser will demonstrate their genuine appreciation for the benevolence of others.

Put yourself in the donor's position.
Go beyond addressing the formal logistics associated with a gift, such as tax letters. Look for ways you can convey to the donor how appreciative you, the organization, and the direct recipients are of their generosity. Ask what would make the donor feel they made a difference - that their gift mattered - and see that this acknowledgement is executed.

Recognize donors who support your mission.
Regardless of how a gift is categorized by the organization - capital, endowment or program - recognize donors through giving clubs, gift levels, donor walls, etc. To the donor, there is no distinction between a gift's worthiness. Why should a gift to a capital campaign receive more visible recognition than one to an annual fund? A donor who made a gift to your organization feels he or she supported your mission - regardless of how the funds were used by the organization.

Make a donor feel special.
Send personalized thank-you notes, pictures, birthday cards, holiday acknowledgements, and more to the donor to convey you consider them as part of your organization's "family." Keep the donor updated on happenings at the organization via regular communications and memos. Send donors a one-page monthly memo from the organization's CEO highlighting events, fundraising progress, client stories and successes, and more. Believe it or not, your donors will read it - and more importantly, he or she will appreciate the update.

Show the effects of gifts.
Communicate the social return on donors' investments; send reports showing the latest outcomes measurement data and pictures of clients participating in the programs funded. Invite your donors for tours, or provide the opportunity to meet with those affected by their gifts. This thoughtfully brings them into the life of your organization.

While these ideas are not new to fundraising, many of us do not employ them in our day-to-day fundraising efforts. A recent study by Bank of America and the Center on Philanthropy showed that 58 percent of high-net worth donors would give more if they knew the true impact of their gifts. While an attitude of gratitude feels right and good, it also provides assurance to those who are served by our organization.

- Bridgette O'Connor, MSW, Senior Vice President (Kansas City) boconnor@hartsookcompanies.com

Another Smart Idea...From the Hartsook Best Practices Collection^SM

"We send birthday gifts to major donors - something simple like helium balloons attached to Jelly Bellies. We have had great responses! " - Kathleen Sutton, Director of Advancement, Blue Mountain Academy (Hamburg, Pa.)

If you are interested in Best Practices and smart ideas, see these additional resources from Hartsook Companies:

Fundraising Magic - 33.5 Strategies for Turning Board Members into Money Makers by Robert G. Swanson (2007, ASR Philanthropic Publishing). This book shares proven strategies you can implement immediately to give Board members the confidence and tools needed to cultivate donors, solicit gifts and strengthen your organization's position in the community. To order this book, visit the Hartsook store.
On the Money! by Bob Hartsook, JD, EdD, Chairman and CEO of Hartsook Companies, Inc., is an enlightening collection of success stories and lessons learned from 25 nonprofit fundraising campaigns nationwide. An early review called On the Money! ". . . a celebration of well-earned victories, smart thinking and ideas that make sense." For more information, or to order a copy, visit the Hartsook store.
"Best Practices Coast to Coast^SM," a compilation of best practices from every state in the union.
"Hartsook Best Practices Collection^SM," our original collection of 250 best practices and great ideas.

For a free copy of "Best Practices Coast to Coast" or the "Hartsook Best Practices Collection", please email Cathy Rutz, cathy@hartsookcompanies.com, or visit our web site at http://www.hartsookcompanies.com. We also invite you to contribute your own best practice by emailing Shelly Chinberg, shelly@hartsookcompanies.com.

Visit the Hartsook Companies web site for:

• Educational opportunities
• Books/reference articles
• Conference/workshop speakers

Strategies for Success explores smart ideas, connecting with more than 1,500 fundraising professionals bi-weekly. We welcome your contributions or comments. Send to Strategies for Success and eHartsook Editor Karin Cox, MFA, Senior Vice President (Wilmington, NC), kcox@hartsookcompanies.com. If you'd like a free subscription to Strategies for Success - or its monthly companion, eHartsook on Philanthropy - contact Tammy Weinman, tammy@hartsookcompanies.com. You also can reach her at 316.630.9992.

Our web site is located at http://www.hartsookcompanies.com.