The Importance of Gratitude in the Nonprofit Industry

Here at NMBL, we have worked at, directed, and volunteered with nonprofits for many years. In that time we have seen a lot of good and a lot of bad, but one thing that never changes is the need for gratitude. Even if your organization is struggling, there is gratitude to show. The generosity of donors, volunteers, and staff is a central driver of the nonprofit industry. Donors step up to fund your organization’s work. Volunteers give their time, effort, and headspace to your organization asking for nothing in return. Finally, at so many nonprofits, staff work extra hours and have an incredible passion for their work yet are rewarded to a lesser degree than their for-profit counterparts. So what can you do? Show gratitude. It can improve your organization on all levels. 

Thank Your Donors 

Donors are making gifts with their hard-earned money and while they are not making the gift to get a thank you, it will be appreciated greatly. Further, thank-yous tend to attract donors to give again down the line. Repeat donors maximize ROI. These thank yous are not just for the donors with deep pockets. A significant level of nonprofit funds comes from the collective power of small donors. Without the many donors giving ten, twenty, or fifty dollar gifts, nonprofits would have massive holes in their budgets. Despite this, these are often the donors that aren’t given more than a pop-up or automated email thank you. By doing more than that, your organization can stand out. Send a personal thank you email to which the donor can respond. Mail a genuine thank you letter that addresses the donor by name not just “generous donor” or “Madam.” Pick up the phone and give them a call thanking them for their generosity. Regardless of the medium, keep two things in mind when you send a thank you:

(1) thank them immediately

(2) be warm/personal.  

Think about who sends the thank you. For large or recurring gifts, consider having a key player in your organization send the thank you. This means a lot to donors. That key player could be the person who received the benefit (i.e. student who received a scholarship), board or organization president, program director, or anyone else who is considered an authority figure in the organization. 

Appreciate Your Volunteers

Similar to your donors, you volunteers give their time generously. It is important to show gratitude to a greater degree than a generic thank you. After all, your volunteers are just giving you generic support. These people are stepping up and committing themselves to whatever your organization needs. Think about where your volunteers are devoting their time. Often volunteers are working heavily when you are running events to thank donors. A great way to thank volunteers to give them a thank you event of their own. Get your team together and have a small event to show your volunteers you have them in mind. Consider a gathering at a local restaurant or happy hour to give your volunteers the recognition they deserve and to solidify relationships between staff, board members, and volunteers. Additionally, prompt and personal thank yous resonate with volunteers. Also consider featuring the efforts of your volunteers on your webpage, social media, or otherwise because your volunteers are a key component of a functional nonprofit. 

Express Gratitude to Your Staff Frequently 

Most strong leaders of nonprofits know their team is likely not the best paid. They also may be overworked, undertrained, or lack the resources to do their job. In the for-profit world, these staff members will move along promptly. Yet, nonprofit leaders often keep their best staff for years beyond their for-profit peers. Those leaders are doing something right. We know that they are properly expressing their gratitude to their staff and that keeps the staff around even when resources are thin.  Showing gratitude to your staff can take a slightly different form than the thank yous given to donors and volunteers. Show gratitude by showing your willingness to listen. Have open conversations and keep a dialogue open, so you can learn what your staff needs Conversations as well as transparency build commitment, understanding, and can lead to new ideas and opportunities. That is what your staff is looking for, an opportunity to grow the organization in which their passion lies. Show thanks by showing that you care. If you have the resources to make a few changes/improvements for your staff, listen to them and make it count. That said, don’t forget to say thank you as well!

NMBL Strategies has worked with nonprofits for years, helping in some of the greatest nonprofit developments of the previous 20+ years. In that time, we’ve raised more than $100 million, developed millions of dollars more in earned income, and most importantly, developed the strategies and insights behind these efforts. Let us bring that experience to your nonprofit today and ensure your financial future is in good hands.