Gratitude is a powerful feeling that can increase donor acquisition and retention, especially when it comes to year-end fundraising.<\/p>\n\n\n\n
Why America Gives 2022 <\/em><\/a>found that a top benefit of donating is when loyal donors feel gratitude for the work a nonprofit is doing. Loyal donors are 1.5X as likely to donate because they feel admiration or gratitude for the work an organization does, compared to passive donors. As you\u2019re thinking about retaining donors and their desire to fund your mission, it\u2019s worth noting the value of loyal donors. Surveyed loyal donors show a strong pattern of repeat donations to the same causes or organizations over the last five years.<\/p>\n\n\n\n Read the Full Report Online<\/a><\/p>\n\n\n\n So, how can your nonprofit tap into the feeling of gratitude within your donor base this holiday season? Fuel your next fundraising campaign with creative ways to showcase donor appreciation and foster donor stewardship. Keep reading to spark your next creative idea.<\/p>\n\n\n\n Gratitude is a genuine emotion you can’t force. When nonprofit organizations have donors who feel gratitude for their work, they’re humanizing themselves to build stronger connections. Most donors will feel good in the moment of a donation. Organizations that continue to tap into that emotion to build trust and pride see first-time donors return again.<\/p>\n\n\n\n Harvard shares various studies<\/a> that look at the relationship between gratitude and relationship building. They state one study of couples found individuals who took time to express gratitude for their partner increased the positivity they felt toward the other person. They also became more comfortable expressing their feelings about their relationships.<\/p>\n\n\n\n They also show another study where researchers at the University of Pennsylvania compared a group of university fundraisers who solicited donations as they always had to those who received a pep talk before they made their calls expressing gratitude for their work from the director of annual giving. The second group made 50% more<\/a> fundraising calls than those who weren\u2019t shown gratitude.<\/p>\n\n\n\n Your relationship with donors is similar to the relationships referenced above, where people find it easier to build trust and connection when they feel appreciated. Below, you\u2019ll see ways to unlock that gratitude in donors, and show your gratitude right back for a strong long-term partnership.<\/p>\n\n\n\n Gratitude from donors comes from knowing an organization is doing great work. It grows when they feel connected to employees dedicating their time to make it all happen, beneficiaries receiving support and the reason the organization came to be.<\/p>\n\n\n\n As modern donors have more opportunities to give, gaining their gratitude can help you stand out. Understanding their internal drivers may be key to unlocking their attention.<\/p>\n\n\n\n Today, we\u2019ll talk about how you can increase donors’ gratitude for your organization with creative campaigns. We’ll also show you ways to reciprocate that gratitude right back.<\/p>\n\n\n\nHow Gratitude Builds Deeper Donor Connections<\/h2>\n\n\n\n
Gratitude strengthens relationships and has a ripple effect<\/h3>\n\n\n\n
Why Gratitude Matters More Than Ever Before<\/h2>\n\n\n\n