Frequently Asked Questions

What is the best way to thank donors in our newsletter?

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What is the best way to acknowledge donors from our recent fundraising appeal in our organization’s next newsletter? Specifically, should we list names alphabetically or should we break them into giving classes (e.g., $100-$499, $500-$1,000, etc.)? We have already sent hand-signed thank-you letters.

We want to commend you on the foresight you display in publicly thanking your donors. This is very important in setting your group ahead of others asking for money (and getting it) from donors. Follow through on donations is critically important in donor relations. By not only sending thank-you notes (hopefully with a hand written note on them), as well as doing a public thank-you, you are really doing a wonderful job of donor stewardship.

Now, on to your specific question. Donor recognition in newsletters can be handled it either way: in an amount-categorized list or in an alphabetized list. Here are some thoughts to consider:

A “giving levels" listing might be used as a method to induce future donations at a similar or higher level. In other words, if you have plans to continue to fundraise for your organization (which I hope you do), this might help "remind" people of their past giving levels and keep them giving at this amount or higher.

Some organization’s tracking software might not be very conducive for making “giving levels” lists. It could take more time than it’s worth, and possibly risk too many errors. In this case, it might be more efficient for your organization to simply create an alphabetic listing of all the donors to your group for the appeal or for a certain period of time (the last quarter, all of 2007, etc.)

This all-one-list option is a more utilitarian or functional way of representing grassroots support: all donors are listed as a piece of an overall total. It is easier to administer, but you run the risk of having those folks that really wanted to “shine” not really do so in such a set up. You need to determine – based on your list and donors – how many of these types of people might be on your list (if any at all). Either way you do this, you are doing a great thing in recognizing your donors. The exact method you choose should take into account your fundraising software, staff time and capabilities, and your sense of donors’ motivations for giving.

Keep up the great work and congratulations on a successful donor recognition effort!

PS. Hopefully in your appeal materials, you provided a box for donors to remain anonymous. Be careful to respect these donors’ wishes: wherever you list them, count up the "anonymous" givers (by overall total or by category) and be sure to list them in whatever set-up you end up choosing.

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