How, When and Why to Thank Donors

Brian Terpstra, account director at Massachusetts-based L.W. Robbins, suggests a quick file audit before proceeding.

“For some nonprofits with an average gift in the $10 to $12 range, it’s vital to acknowledge at the lower end,” Terpstra says. “Low donors may be the critical mass the nonprofit has had on its file. For others with an average gift in the $15 to $50 range, it may not be cost effective to acknowledge the $5 and $8 donors. Compute the lifetime value of each segment.”