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Gratitude Insights

What's Your Ask to Thank Ratio?

The Donor Relations Guru, Lynne Wester, knows a thing or two about effective fundraising. She emphasizes the importance of organizations having an appropriate ratio of asks to thanks to retain their donors. In Lynne's words: "You can't ask again until you've properly thanked the donor and explained the impact of their gift".

Check out these findings she collected after donating to various non-profits during Giving Tuesday.

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Donor Retention: Very Likely

This organization used one highly effective ask and followed it with four thanks over the course of several months. This ratio of 1 Asks to 4 Thanks makes donor retention very likely.

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Donor Retention: Unlikely

This organization goes too big on asks without the proper amount of gratitude. At a ratio of 19 Asks to 3 Thanks, Donor's feel over solicited and under appreciated.

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Donor Retention: Very Unlikely

At 44 Asks to 1 Thanks, the ratio of this organization is way off. Bombarding donors with donation requests (in this case, through a variety of means - mail, email, phone calls) is fruitless if gratitude isn't properly expressed when they donate.

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Getting the Balance Right

Gratitude is essential. One of the top reasons people stop giving is because they are over-solicited and under-appreciated. Before bombarding your donors with asks, ensure you've adequately expressed gratefulness for their support.

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The Power Of Personalization

Personalized messages of gratitude through email, video, or other means make donors much more likely to re-donate.

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Expedited Gratitude Pays Off

First-time donors who get a personal thank you within 48 hours are 4x more likely to give a second gift.

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A survey of nearly 3,000 donors found that 63% of respondents preferred a nonprofit to wait at least seven months before asking for a second gift.

Learn More about Gratitude

Looking for more reading? Browse this selection of blogs and articles to gain more insight on the importance of thanking donors and expressing gratitude.

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Make Thank Yous easy with ThankView

Personalized gratitude is essential on Grateful Wednesday. ThankView allows your team to easily create and send personalized videos to thank those that matter most.