Donor Recognition: The Real Key to Retention

“The first thing we emphasize is to make sure the nonprofit is respecting the channel choices of the donor,” Sayre says. “We all have the ability to do a traditional paper, printed thank-you, a thank-you call, an online thank-you. You have to make sure where the donor has stated a preference that you’re honoring that. The reality is that we still probably do most of our thank-yous via mail, but I think it’s going to continue to shift and there’ll be more of a presence moving forward online as the younger donor base ramps up.”