Thank You Redux November 6, 2006

Folks:

The final line of the previous post about the November season...something like "and don't forget to thank your donors"...brought to mind the awesome power of saying thank you and the challenges fundraisers face in that process.

Experts used to claim that people need to hear "Thank you" seven times before they felt truly thanked.  I last heard that claim in about 2001.  More recently, those that research such things claim that the impressions to recognition threshold moved from seven to twelve.  That's an even more daunting number but I have to believe, for it to be true, that people are suffering more from information overload rather than a surfeit of thanks yous.

Still, recognition of the impressions to recognition threshold clearly points to one thank you is not enough.  Do you have a plan to reinforce you gratitude to donors?   Do you leverage each opportunty for interaction with donors as another opportunity to say thanks again?  Do you think beyond letter...to phone calls, cards, references, quick emails, the myriad little things that let donors share in the psychic rewards of your mission?

There is nothing more powerful than linking donors to your mission.  Just think of the power of a note or email that read...Dear Sally: I saw two foster kids today beaming with anticipation about meeting their new "family" and I thought of you...and your commitment to....  Write from the heart.  Your donors will appreciate it in so many ways!   That bridges the impressions to recognition threshold, hands down.

Thank you.