The Importance of ‘Thank You’

As your mother said, saying “thank you” is really important. For nonprofit organizations, it’s essential. In fact, if you don’t express gratitude quickly and well, your donors are likely to give somewhere else.

The Red Cross took a beating after Hurricane Katrina last summer because it didn’t quickly acknowledge contributions. The New York Times quoted one donor on tardy gift acknowledgments as saying: “It raises concerns about where the money is. If it’s not clearing within a reasonable amount of time, where is it? Is it in a secure location? It’s certainly an inconvenience for the people giving money, and it all adds up to questions about the Red Cross.”