5 Ways to Wow Donors When Thanking Them!
- Tom Iselin
- Mar 1, 2018
- 4 min read
Updated: Dec 12, 2025
Learn 5 simple tactics you can use to increase donor retention rates while thanking your donors. This will help you show your donors you value and appreciate them, and turn them into loyal, generous fans!
Wow Donors When Thanking Them!
Today I want to show you how to wow your donors while thanking them—because shockingly, many nonprofits aren’t doing even the basics.
And when a thank-you does arrive, too often it feels canned, generic, and impersonal.
Be honest—what do you do with those letters?
Most people toss them in the trash.
If you want to raise more money, you must keep retention rates high and attrition rates low. One of the simplest—and most powerful—ways to do that is to wow your donors and show genuine appreciation.
Below are five simple, practical ways to do exactly that.
Why Donor Thank-Yous Matter More Than You Think
Donors don’t stop giving because they stop caring.
They stop giving because they stop feeling valued.
Thoughtful, personal gratitude:
Builds emotional connection
Strengthens relationships
Increases retention
Turns donors into loyal, generous fans
Thank-you strategies aren’t “nice to have.”They are core fundraising tools.
1. Make More Thank-You Phone Calls
Phone calls are simple—and incredibly effective.
Your board members, staff, volunteers, and even beneficiaries can all help make thank-you calls.
For major donors:
Have the board chair
A respected board member
Or the CEO
make the call.
The goal is connection. A short call shows donors:
You value them
You know them
You care
Next-level idea:When appropriate, invite beneficiaries to make thank-you calls. Many want to give back and are eager to help. You may be surprised how many say yes.
2. Write More Handwritten Notes
Handwritten notes are powerful—and rare.
Use them on:
Invitations
Thank-you letters
Envelopes
Annual reports
Even a 30-second handwritten inscription makes a difference.
Example:
“Jenny—we’re so looking forward to seeing you at the gala next month.”
That one sentence:
Personalizes the communication
Shows effort
Makes the donor feel seen
Always look for ways to personalize what you send.
3. Take and Send More Photos
Donors love photos—especially when they’re in them.
At events like:
Galas
Meet-and-greets
Program visits
Salon events
Take lots of photos, specifically thinking about:
Donors with beneficiaries
Donors with board members
Donors with staff
Then send them:
By email
Or printed and mailed if they’re especially good
Photos reinforce emotional connection and remind donors they belong.
4. Send Personalized Thank-You Videos
This is one of my favorite—and most underused—techniques.
Personalized videos:
Don’t need to be fancy
Don’t need to be long
Don’t need expensive production
Create a 1–2 minute video template, then add a 20-second personalized front-end from:
The executive director
The board chair
A key leader
Mention the donor by name. Thank them specifically. Acknowledge their impact.
Very few nonprofits are doing this—1% or less—which means it immediately sets you apart.
5. Thank Major Donors in Person
Nothing replaces face-to-face gratitude.
Take major donors:
Out for coffee
To lunch
To their office
To their home
Thank them for:
Their generosity
Their belief in your mission
The impact their gifts are making
Yes, it takes time.Yes, it takes effort.
But it builds trust, deepens relationships, and opens future opportunities.
Remember:
80% of your funding comes from 20% of your donors
That 20% deserves personal attention
People give to people they like and trust.
Key Takeaways
50% of donors never receive a thank-you
Generic gratitude kills donor engagement
Personal thank-yous increase retention
Phone calls, notes, photos, videos, and meetings all matter
Major donors deserve face-to-face appreciation
Small gestures create big loyalty.
Summary
If you want donors to keep giving, you must thank them in ways that wow them.
Do the little things:
Make the call
Write the note
Send the photo
Record the video
Meet them in person
Make donors feel like they’re not just a donor—but the donor.
That kind of personalization turns supporters into loyal, generous fans who are eager to propel your mission forward and help your organization thrive.
Tom Iselin
Rated One of America’s Best Board Retreat
and Strategic Planning Facilitators
About the Author
Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.
Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.
Board Retreats & Strategic Planning
If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!
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