Relationships with donors’ families help build generational loyalty to a mission.

By Melissa Busch

5. Show your gratitude.
Thank donors — and their families. It’s an important way for organizations to “nourish their relationship” with family members.

“Don’t thank the donor in a vacuum,” Scar says. “Sometimes we’re a little too black-and-white [when it comes to thank-you receptions]. Invite the whole family. Let them see their grandfather being honored for his contribution and how much it is appreciated.”