This blog by Little Bean Group highlights how spending 5 minutes to promptly acknowledge and thank a donor for their gift can have a big impact on the relationship with that donor. This strategy leads to deeper donor engagement and retention, turning a one-time donor into a loyal supporter. This 5 minute donor stewardship strategy can be the first step of building a relationship with a donor.

What if I told you that you could spend 5 minutes and meaningfully steward a donor? And would you believe me when I tell you that this strategy really works? Don’t take my word for it, trust someone who has recently used this strategy:

“Yesterday I deployed your 48 hour thank you note to a few donors who made gifts. I broke through with a couple I have tried to reach before and they followed up this morning!”

Thanking a donor within 48 hours of their gift is critically important. First time donors who receive a personal thank you within 48 hours were four times more likely to give again. (Penelope Burke). Why wouldn’t we then take the time to thank donors within 48 hours? We know that donor retention is critical to fundraising success 

I know what you are thinking: there is no way you could possibly stay on top of that process. I’m here to tell you that can and I’ll show you how: 

• First, set a notification through your database or CRM to notify you as soon as gifts are made. Ideally, you’d set this notification for every donor in your portfolio. That way, as soon as a donor’s gift processes, you’ll be notified.
  
  
• Once you receive a notification, move quickly to say thank you. There are a few ways to approach this and they depend on your relationship with the donor.
  
  
  • For a donor you know, send them a quick text or an email that acknowledges the gift. A text could read: “I saw your gift post in our system and wanted to send a quick note of thanks. Formal thank you note to follow”. A short but very prompt acknowledgement makes donors feel noticed and appreciated and shows that you are paying attention. 
    
    
  • For a donor you don’t know well or at all, I suggest sending a brief email. It could read: “I saw your generous gift post in our system and I wanted to reach out and say thank you. Your support will go a long way in helping us to….insert organizational specifics here. A formal thank you note will follow shortly but I wanted to be sure you know how much we appreciate your gift.” 
    
    
  • This process should not take the place of a formal thank you note, whether typed on organizational stationary or handwritten.

I have repeatedly seen how responsive donors can be to prompt outreach. Spending just 5 minutes per donation can make a big impact on donor engagement and retention. Give it a try. 

FAQ

Why focus on a 5 minute donor stewardship strategy?
Effective donor stewardship can be accomplished through thanking a donor promptly, which can take only 5 minutes. 

Why does thanking a donor within 48 hours matter? 
Research shows first-time donors thanked within 48 hours are four times more likely to give again. Thanking donors within 48 hours can also lead to greater engagement with donors. 

How should donors be thanked within 48 hours?
Donors can be thanked by text or email. The thank you can be short and reference that a formal thank you note will follow. The point is to quickly acknowledge a donor’s gift. 

Should donors still receive formal thank you notes even after being thanked quickly after their gifts?
Yes, donors should receive an organization’s formal thank you note whether typed or handwritten. The initial outreach in the first 48 hours serves to quickly recognize a donor’s gift.