The Power of Thank You: Why Gratitude Is the Heart of Fundraising

November naturally invites us to slow down and reflect on gratitude — in our lives, our work, and our communities. For those of us in fundraising, it’s also a perfect reminder that stewardship is so much more than a box to check after a gift comes in. It’s the heartbeat of our relationships with donors.

I’m a big believer in asking — because the ask fuels the mission. But I’m just as passionate about the moments in between the asks — those touchpoints that make a donor feel seen, valued, and connected to the work they’ve chosen to support.

Too often, stewardship gets squeezed into an obligatory thank-you letter or a one-time event. But real stewardship is intentional, consistent, and creative. It’s the follow-through that builds trust and turns one-time givers into lifelong believers.

Many nonprofits already send thank-you letters or tax receipts, host annual appreciation events, and include donor names in newsletters or annual reports. Those are great — and necessary. But if you want to stand out, it takes a little more heart and personalization.

Consider these small but meaningful touches that can make a big difference:

• Snag a photo of a donor at an event with a staff member — or even better, with someone directly impacted by their gift — and follow up afterward with a framed photo and handwritten note.

• Pick up their favorite coffee or a box of their go-to donuts and drop by for a quick visit, just to say thanks.

• Send a random text while you’re at an event they could attend: “Wish you were here — thought of you tonight!”

• Ask for their advice on an upcoming project or big decision. Inviting input is a powerful way to show respect and value.

• Remember their birthday, even if it’s just a short card signed by your team.

• Send a get-well card or a quick check-in note when you hear they’re under the weather or recovering from surgery.

• Record a short video thank-you from your staff, board, or program participants and share it personally by email.

• Feature a “gratitude wall” on your website or social media, highlighting what staff, volunteers, or clients are thankful for this year — including your donors.

These moments don’t cost much. They take time, but they pay off in loyalty, retention, and the kind of goodwill that fuels generosity year after year.

As we move into the season of giving, remember this: stewardship isn’t the end of the fundraising cycle — it’s the bridge to the next gift. Gratitude builds the foundation for every future ask.

So before you launch your next appeal or Giving Tuesday campaign, pause and say thank you. No strings attached. Just genuine appreciation for the people who make your mission possible.

Because when gratitude comes first, generosity always follows.