I wish churches understood the power of saying thank you like non-profits do. My wife’s charitable giving showed me how powerful a thank you is. Here is the story of how…
“Do you want to see how non-profits treat their donors?” That was the question my wife asked me one January as she showed me the personalized thank you she had received from a secular non-profit. Not only was the letter personalized but they even sent glossy pictures of children whose lives had been forever changed as a result of my wife’s generosity. My first question was, “How much money did you send them!” It turns out it was not that much but it showed me how non-profits valued their donors and how we in the church need to value our donors.
Fast forward a few years later when a pastor asked me to write some direct appeal letters to donors. I came to the meeting with a host of various letters including a thank you letter for those that had given to the church. His reply to my thank you letter left me stunned. “I think sending a thank you letter is inappropriate as I have a theological problem thanking people for what they ought to do,” was his reply. When I go home and told my wife about his comment she said, “When is saying thank you ever inappropriate?” Exactly!
A few years ago The Wall Street Journal published an article entitled, “It Pays to Give Thanks at the Office.” The article shared data that showed the best way to motivate workers was not a pay check but a simple thank you. Saying thank you to your workers motivates them to work harder. If I were writing this article for churches I would entitle it, “It Pays to Give Thanks at Church.” Why?
A thank you note for giving is the most effective way to see an increase in giving. I have an ulterior motive for wanting you to make writing thank you letters and notes to your donors. When you show thanks you get rewarded with more gifts. I clearly agree and understand that people “ought” to give. I want them to WANT to give. When they want to give they give more.
As I work with pastors to build a giving increase I regularly encourage them to thank donors. Doing so takes so little time but the rewards are huge. Here is what I recommend as an ongoing strategy for expressing thanks to your donors.
Start by publically thanking donors ALL the time. From your offering time to other times you should be regularly expressing thanks to those that give.
Write periodic notes to your top donors in your own handwriting expressing your thanks. I leave it to you to decide what percentage or amount generates a thank you note. I would suggest that you at least consider your top ten percent.
Write a note of thanks to all your first time donors. I have a member here who typically runs around 1,500 each weekend yet he writes a personal handwritten note to all who give for the first time thanking them for their gift. Download for free a e-book to help you with this called, First-Time Givers
Make sure every appeal expresses thanks for past gifts and consideration for giving in response to your appeal.
The bottom line is to be thankful AND to express thanks for those that give to your church. They help fuel the missions and ministries you do. It takes very little effort to say thanks but the return on that is enormous. Find regular and creative ways to express your appreciation to your donors. They will appreciate it and appreciate you!
Start today using the power of saying thank you!
Mark Brooks – The Stewardship Coach