How Top Fundraisers Succeed: Thank Donors in Meaningful Ways

The problem: Lori O’Brien, director of national development at Youth Villages, a social-service charity, says too many nonprofits fail to put enough effort into following up with people who give.

“It’s not as simple as sending a thank-you letter or thank-you email. That’s really a transaction,” says Ms. O’Brien, who previously served as top fundraiser at Alsac/St. Jude Children’s Research Hospital.

The solution: Understanding “where the organization is most interesting and relevant to the donor and creating a meaningful conversation from there.” says Ms. O’Brien. She notes that regional directors at Youth Villages are automatically notified anytime the charity receives a donation of more than $100 so they can respond with a personal thank you.

The payoff: Even small gestures can result in big returns, says Ms. O’Brien, recalling that one thank-you note a colleague sent the same day a gift arrived prompted the supporter to call and seek more information. Ms. O’Brien’s coworker used the note to introduce herself and describe the charity’s work in the donor’s neighborhood. “Then she received a check from the donor’s family foundation a few days later for $5,000.”