Anyone who knows me knows I am a big advocate of saying “Thank you.”
I say it to bus drivers. I say it to friends. I say it in cards, in words, in texts and status updates. I say it compulsively — but I also say it with a purpose.
When it comes to nonprofit organizations, my conviction is simple: the competition for people’s donations is larger than simply other people in your narrow field. Environmental organizations are not just competing against other environmental organizations, but against all other mission-driven organizations. This is true in tough times and in bad: people could easily go out to dinner, subscribe to a new magazine, or buy a new toy for their dog, instead of giving to your organization. You can’t take any donation for granted. And, more to the point, you shouldn’t.
It seems to simple to me, and yet so many organizations fail to say “thank you” at the right time and in the right way. Many send letters, days or weeks after your gift was made. A few display beautiful thank you pages after an online donation. Fewer still send “thank you” emails. And fewer still reach out and immediately say “Thank you” in a way that is personal, direct and sincere.
This was the idea behind this video I made for CLF. It features our President, John Kassel, and is presented to every donor after every gift that is made online. There’s no way around it: we’re going to thank our donors, and thank them quickly.
And while we’re on it, thanks for reading this post. While you could have been reading that ever-growing stack of New Yorkers next to your bed, you chose to read my writing instead. I sincerely appreciate it.