The end of the year brings with it two distinct “seasons” in the continuum of our donor relationships within our organizations. The first of course begins in November with the season of Thanks. This is a time in which we take a moment to truly acknowledge those who have supported us throughout the year by giving of their time, talent and treasure. It is important to be thoughtful in crafting meaningful communications across multiple channels to support your stewardship program. Hopefully you are doing this all year long when donations are received, however it is worth not letting this seasonal opportunity pass you by.
The second season that we run into immediately following the season of Thanks is the season of Giving. Kicked off the Tuesday following Thanksgiving with #GivingTuesday and running through year end giving campaigns. We are all aware that December is the highest giving month of the year, weather that is due to the spirit of the holidays or the last month to make donations for tax deduction purposes.
Thus we come to the point of this article. It should be considered a fundraising faux pas to combine these two distinct messages with each other, creating a THASK or a thank you/ask. While this may seem efficient through perceived cost and time saving benefits to your organization a “Thask” is the antithesis of a donor centric model, with negative impacts on your organizations culture of philanthropy. Please enjoy the poem by Stephanie Vorhees entitled “The Thask” to fully understand the ramifications a Thask can have to your nonprofit.
By combining a thank you message with a request for funds, you have thus negated the appreciation of past support, as the donor will immediately focus on the new request for funds. According to industry best practices, a donor should be thanked or acknowledged between five to seven times before they receive another solicitation from you. These can be as simple as phone calls, hand written thank you notes, e-cards, social media shout outs, listings in newsletters, annual report materials, appreciation events, or any other creative way that aligns with your mission and donor preferences.
As we look towards the end of 2017 and beginning a new year in 2018, remember to take the time during this busy season of fundraising to truly acknowledge the impact your donors have to your daily operations, programs and services. By taking the time to express gratitude you deepen the relationship with your donors. Let’s together agree to make “Thasking” a thing of the past.