Saying “Thank You” Does Not Always Work
Donor thank you practices have long been considered one of the cornerstones of successful fundraising. Every development professional has heard the advice: acknowledge gifts promptly, personalize your message, explain the impact of the donation, and never turn a thank you into another solicitation.
Those principles remain sound. However, a widely discussed study published in 2019 sparked debate by suggesting that thank you phone calls alone did not increase donor retention. The findings led some fundraisers to question whether traditional stewardship practices were as effective as previously believed.
What the Research Actually Found
The study, conducted by researchers working with several nonprofit organizations, compared first-time donors who received follow-up thank you phone calls with those who did not. The results showed little difference in repeat giving between the two groups.
At first glance, this appeared to challenge one of fundraising’s most widely accepted best practices. However, the details of the study tell a much different story.
The Study Had Important Limitations
Like any research, the conclusions deserve context. Fundraising professionals who reviewed the study pointed out several factors that likely influenced the results:
- Many donors received their thank you call three to seven months after making their gift.
- The calls were often made by individuals with no personal relationship to the organization.
- Most donors had already received a thank you letter, email, or newsletter before the phone call.
- After several months, the call could easily be interpreted as the beginning of another fundraising appeal rather than a genuine expression of gratitude.
As Matthew Gerken observed in his analysis of the research, a delayed call can unintentionally communicate that the donor was forgotten instead of valued.
Effective Stewardship Is About Timing and Authenticity
The lesson isn’t that saying thank you doesn’t matter. It’s that stewardship must be timely, authentic, and donor-centered.
The most effective organizations acknowledge gifts quickly while the donor’s enthusiasm is still fresh. A prompt, personalized response reinforces the donor’s decision, demonstrates professionalism, and begins building a long-term relationship.
Equally important, appreciation should never feel transactional. Donors want to know that their generosity is valued—not simply recorded in a database until it’s time for the next campaign.
How to Thank Donors More Effectively
- Send acknowledgments within 24 to 48 hours whenever possible.
- Personalize your communication by referring to the donor’s specific gift or relationship with your organization.
- Explain the impact their generosity will have.
- Use multiple stewardship touchpoints throughout the year, not just immediately after a contribution.
- Separate appreciation from future fundraising requests whenever practical.
Strong stewardship is one of the foundations of sustainable fundraising. Organizations that consistently communicate impact and appreciation are far more likely to build lasting donor loyalty. If you’re developing or expanding your stewardship strategy, our guide on launching a planned giving program offers additional practical guidance.
Thank You Is Only the Beginning
A meaningful thank you should begin a conversation—not end one. The strongest donor relationships are built through ongoing communication, thoughtful stewardship, and consistent demonstrations of impact.
When donors feel genuinely known and appreciated, they’re more likely to remain engaged with your mission for years to come. That’s why successful fundraising isn’t about perfecting a thank you letter—it’s about creating a culture of gratitude that extends throughout the entire donor journey.
To explore additional strategies for attracting, engaging, and retaining quality donors, consider the How to Find More Donors Masterclass, which covers donor cultivation, stewardship, and long-term fundraising growth in greater depth.
