Donor Recognition: The Real Key to Retention

That means fundraisers need to take a look at how they communicate in terms of messaging in acknowledgments. Does everyone get the same message? They shouldn’t. Each message should be customized for the donor, Sayre says.

“The more data embedded in the thank-you, the more personal and more direct link exists between the nonprofit and the donor,” he says. “If I donated to a campaign to help a specific country or illness, for example, reference that in the acknowledgment instead of just thanking me for my $20 gift.”