I’m telling it to you straight: THANK YOU IS MAGIC!
Nothing else will put your donors in as continually a receptive mood. Nothing.
The power of ‘thank you’ to keep more donors and get bigger gifts is nothing short of miraculous.
I’ve worked in the fundraising trenches for 30+ years, and the fact that something as simple as saying thank you — provided you do it the right way — makes such a huge difference in donor retention and the size of donor’s gifts continues to astound me. Plain and simple, it works. Like gangbusters.
Developing a robust gratitude program is the most important thing you can do if you want repeat gifts.
Sadly, it’s too often back-burnered or given low priority. Which is tragic. Because, as a result, you’re losing donors by the bucket full.
But I’ve got good news! It’s easy to fix. All it takes is your commitment — and a few key tools — to sustain your organization over the long haul.
If you’re ready to stop wasting your organization’s resources — and watching all your hard work to acquire new donors go down the drain — then this course is for you.
Are your organization’s thank you letters uninspired or, worse yet, falling through the cracks altogether?
Does your organization have a ‘next gift’ system in place for first-time donors?
Are you making monthly donors feel like the special partners they are?
Do you treat your online donors differently than your offline donors?
Are you able to get your board, staff and volunteers involved in the process of thanking donors?
If you struggle with any of these issues you owe it to yourself to check out this practical, easy-to-digest course.
“I’ve been sending them donations for two years…and never received a thank you – let alone any indication of what my money is actually accomplishing!”
“I got a nice letter from the development director, but I never heard from the E.D. And the receptionist is always so rude to me that I may take my money elsewhere.”
Is this what your donors are saying about you behind your back?
When you’re responsible for “doing it all” in a one-person marketing and development department, how do you set up systems to ensure every donor feels appreciated — and continues to give?
You might be surprised at what donors share about their treatment from the nonprofits they support. 21% say they were never thanked at all! (Many were, but they didn’t notice because of (1) when it came, (2) who it came from or (3) what it said). Which is why, for many donors, that first gift is often the last.
According to donor retention expert Penelope Burk, “90% of donors who start contributing to a particular cause stop giving by the fifth renewal request.” And the 2016 Fundraising Effectiveness Project report by the Association of Fundraising Professionals showed that nearly 8 out of 10 first-time donors do not make a second gift.
How’d you like to create your own gratitude system to :
- Write inspiring thank you letters — and get them out the door within 48 hours
- Get your board members involved in the gratitude process
- Create the kind of gratitude culture in your workplace that enables everyone — your CEO, board, volunteers and program staff — to share in the thanking process
- Use social media to give your supporters warm hugs
- Create a “next gift” strategy for new donors
- Engage event donors… beyond the event
- Have fun channeling an attitude of gratitude!
If you know you need to do more to engage your supporters, if you know donor loyalty is the “holy grail” of fundraising, and if you know you could be doing it better, this original online course for getting everyone on board with the gratitude process was created just for you!
“Breaking down the process into segments takes away the ‘overwhelm factor’ of a workshop or a webinar and guides you incrementally into achieving what you thought was impossible!” Class Participant | The Basics & More!
Here’s How It Works
The Power of Thank You | The Basics & More! is a four-week eCourse which includes written content, video tutorials and recorded webinars created to guide your organization step-by-step towards instituting the processes and policies you need to foster donor loyalty. Every Tuesday for four weeks, beginning on May 2nd, you will receive an email containing the week’s course materials (in PDF format).
In addition to the weekly written modules, The Power of Thank You | Basics & More™ includes these recorded webinar trainings:
- Five Easy Donor Retention Wins, featuring The Agitator’s Roger Craver
- Creating a First-Time Donor Experience, featuring Shanon Doolittle & Beth Anne Locke
- Power of Thank You, featuring Pamela Grow
- Creative Thank You’s, featuring Claire Axelrad
- The Four Pillars of Donor Relations, featuring Lynne Wester
- More Than a One-Night Stand: Turning Event Attendees into Donors, featuring Shanon Doolittle
May 2, Week One: Nitty-Gritty — How to Lose the Jargon and Create Perfect Thank You’s
by Claire Axelrad, J.D., CFRE
- Why Perfect Thank-You s Will Make or Break Your Fundraising Over Time
- Top 10 Things to Avoid When Thanking Donors
- Sweet 16 Elements of Effective Donor Thank You Letters + Sample Templates
- Key Elements of an Effective Donor E-Thanks + Sample Template
- First-Time Donor Welcome Protocol and Welcome Package Checklist
BONUS: 5 Easy Donor Retention Wins —recorded webinar featuring Roger Craver
BONUS: The Donor Love Toolkit featuring an exclusive interview with SOFII’s Thank You Letter Clinic creator, Lisa Sargent
May 9, Week Two: The Dao of Donor Retention— How to Cultivate an Attitude of Gratitude
by Pamela Grow
- Getting Your Board and Staff Engaged and On Board
- Making Gratitude a Priority: One Organization’s Answer
- Understanding the Importance of Every Gift (for CEO’s and Board members)
BONUS: “Learning How to Write Effective Thank You Letters” — recorded teleseminar with renowned donor retention expert Lisa Sargent
BONUS: “How to Thank Donors the Right Way“ — a podcast interview by Joe Garecht, the Fundraising Authority, with Claire Axelrad
May 16, Week Three: Systems — How to Develop and Implement Your Acknowledgment Systems
by Pamela Grow and Claire Axelrad, J.D., CFRE
- Assuring Thanks are Delivered Within 48 Hours
- Donor Acknowledgment Policies & Procedures
- The Value of Mapping the Donor’s Experience
- What are the ‘7 Drivers’ and how will they guide your way?
- Creating Redirect Thank You Pages
- Managing the Process
- Keeping Track of Your Acknowledgment Activity
BONUS: How to create a Thank You Page redirect so every donor gets an instant thank you — PayPal video tutorial with Pamela Grow
BONUS: Creating a First-Time Donor Experience — recorded webinar with Shanon Doolittle & Beth Anne Locke
BONUS: Power of Thank You — recorded webinar by Pamela Grow
May 23, Week Four: How to Wow New and Ongoing Donors — Inspired Ways to Show Gratitude
by Claire Axelrad, J.D., CFRE
- Creative Thank You Brainstorming Exercise
- Sample Donor Thank You Greetings Calendar – More Ways to Get Creative
- Wowing New Donors — The Basics
- Keeping Event Donors — The Specifics
- 25 Creative Ways to Rock Your Donor Acknowledgment Program
BONUS: “Creative Thank You’s — Boost Donations with an Attitude of Gratitude” — recorded webinar by Claire Axelrad, with specific examples
BONUS: “The Four Pillars of Donor Relations” — recorded webinar featuring donor guru Lynne Wester, about what you could have, should have and MUST have to ensure your donor acknowledgement program is superior and effective.
Can you believe it? You get 11 bonuses!
We just couldn’t resist … because we’re freaking nuts about the power of thank you. The 6 Webinars, Podcast, Teleseminar, Video Tutorial, Interview, E-book and Script are alone worth way more than the price of the course. In fact, standing alone each of these has sold for as much as $97 in the past. You get a $700 value in just bonuses alone. But wait! There’s lots, lots more.
What’s In the Class?
The Power of Thank You | The Basics & More will run from Tuesday, May 2nd through Tuesday, May 23rd. This course runs completely online, and all materials will be delivered electronically. You and your team members (up to 4 additional board, program staff and/or volunteers may register at no additional cost) will receive class materials every Tuesday morning via email. This class includes four informative class modules (including worksheets and templates), six one-hour recorded webinars, one recorded podcast, one recorded teleseminar, one interview, one video tutorial and one e-book. Don’t worry – we’ll include information on how to download and read/listen to the course materials and provide technical support to make sure you can access all of the course materials and recorded presentations.
Who is this Course For?
This course is for
- CEOs and Executive Directors
- Board Members
- Development Staff
- Program Staff
I thoroughly enjoyed taking Claire Axelrad and Pamela Grow’s e-course: The Power of Thank You. I even bought it myself – and glad I did.
— Amy De Vita, 3rd Sector Today
I appreciate the creative, in-depth and honest approach to gratitude which Claire conveys. I work in a rural library system and recognize that we really need to cultivate the feeling of being part of a family.
–Lisa Tyson, Library at University of Western Sydney
I walked away with a long list of things to do. Your materials were written very sympathetically for your audience — they are accessible, practical, and easy to reference. The phasing of the material was perfect, and the homework was just right.
If nothing else, at least the effort I am putting forth makes me feel like our donors are properly thanked. I’m also going to ask our director to schedule a thank-a-thon with our board (who has never done any thanking before) just before our next fundraiser to thank the sponsors. I just wanted to say thank you to you and Pam for your hard work and sharing your wisdom. I am very grateful for you both.
— Dawn Metcalf, Youthnet
The webinar was so good today and, while I hope I try to be grateful to my donors, you certainly gave me some much needed inspiration.
–Maryalice J. Kimel, Director of Development, Hospice of the Golden Isles
The amount of information and specific examples to support it were so useful. We followed the advice carefully, step by step. Appreciated the detailed resources and extra bonus materials. Thanks so much!
— Class Participant
We are definitely enjoying each weeks “lessons” and finding everything very helpful!
— Nancy F. Letteri, Executive Director, Children of Vietnam
I enjoyed it very much and am excited to more forward. We have planning sessions all week and I will have my Power of Thank You knowledge and notes at the ready! You are wonderful!!
— Jessica Lillebo, LSS | Development & Foundation
Just wanted to share a wonderful response from one of my donors. Since The Power of Thank You, I have made adjustments to improve gift acknowledgement and onboarding. This is a reply from a brand new donor — and I feel this is thanks to you so just wanted to share the love.
— Claire Grigaut, Key Supporters Relationship Manager, Save the Children, Australia
You can register up to 4 more individuals from your organization at no additional cost. That way everyone, from your ED to your board members to program staff will truly be on board, learning about the importance of solid donor retention by focusing on an “attitude of gratitude.”
Ask Questions — Get Answers!
This course is taught by Pamela Grow and Claire Axelrad, J.D., CFRE.
Pamela’s goal is to provide exceptional donor-centered fundraising training to small nonprofit organizations — at prices they can afford. Her widely-read weekly Grow Report, her affordable and popular Basics & More eCourses, and her Simple Development Systems membership program are testimony to her dedication. With Chris Davenport, Pamela created The Donor Retention Project, the definitive series of interviews with the world’s leading donor retention experts. In 2010 Pamela was named one of the 50 Most Influential Fundraisers by the influential Civil Society magazine, and in 2013 and 2014 she was named one of the Top 50 Most Effective Fundraising Consultants by the Michael Chatman Giving Show. She’s been featured by the Chronicle of Philanthropy, and is a regular contributor to npENGAGE Experts, the Foundation Center, Guidestar, Nonprofit Pro, SOFII and Charity Channel.
Claire was named Outstanding Fundraising Professional of the Year by the Association of Fundraising Professionals and brings 30 years frontline development and marketing experience to her work as principal of Clairification. A sought-after coach and consultant, Claire is a frequent contributor to leading nonprofit resources including 4GOOD, Bloomerang, Donor Search, Firespring, Nonprofit Hub, npENGAGE Experts, TopNonprofits, the Foundation Center, and Guidestar. Claire writes a bi-monthly column for Nonprofit Pro and a monthly nonprofit social media feature for Maximize Social Business. Clairification was named “Best Fundraising Blog of 2013” by FundRaising Success Magazine and has evolved into the highly-acclaimed one-stop-shop, ongoing online “Clairification Fundraising School.”
All participants in this course will have direct email access to both Claire and Pamela for questions about the course materials and how they apply to your non-profit. We’re here to help your organization succeed!
What Does It Cost?
If you’re enrolled as a “student” in Clairification School you can register yourself and up to four additional members of your team, including volunteers, staff, board members and more, for one low special Early Bird Subscriber price of $77 – a steal for 4 weeks of curriculum guides, 6 Bonus Webinars, 1 Bonus Teleseminar, 1 Bonus Podcast, 1 Bonus Video Tutorial, 1 Bonus Interview and 1 Bonus E-Book! Why are we’re giving you all this stuff?! It’s a labor of love. We can’t stand how truly horrendous the average nonprofit’s donor retention is, and we know that it all stems from a failure of donor-centered acknowledgement.
After April 19 the student price goes up to $97. The non-student price is $297 — you save over $200 by enrolling in Clairification School and signing up now! Plus you’ll receive full “student” benefits for an entire year!
Don’t worry if you’re busy this month. All the materials are yours to keep and work through on your own schedule and at your own pace!