6 Ways to Show DONORS Gratitude in the New Year

6 Ways to Show Donors Gratitude in the New Year

As we turn the page to a new year, it’s the perfect time to reflect on the incredible impact your donors have made on your organization. Donor appreciation isn't just about wrapping up last year's success - it’s about laying the groundwork for lasting relationships that will sustain your mission well into 2025 and beyond.
​
In nonprofit fundraising, donor retention is key. It’s much easier (and more cost-effective) to retain a donor than to acquire a new one, which is why a thoughtful approach to showing gratitude can be a game-changer. Starting the new year on a note of appreciation can make all the difference in keeping those relationships strong. Here are six creative and practical ways to show your gratitude this New Year:

---

1. New Year’s Cards

Instead of sending out traditional holiday cards, why not opt for a New Year’s card? It’s a great way to stand out, especially since January mail isn’t competing with the December rush. At my current institution, where we serve a multi-religious community, we steer clear of specific religious holiday cards, but New Year’s cards offer a respectful and inclusive option.

This isn’t just about sending a card; it’s about showing donors they’re valued as you enter a fresh chapter. By sending a message of gratitude and well wishes for the year ahead, you remind them that their support is crucial to your mission’s success.

Why It Works: A New Year’s card avoids the crowded December mailbox, acknowledges diverse traditions, and sets a positive tone for the year ahead.

---

2. Personalized Thank-You Notes

Sometimes, the old-school approach is the best, especially handwritten thank-you notes. There’s something truly meaningful about receiving a personal note, especially when it’s from someone who took the time to craft a message specifically for them. At my current institution, our president will send out select notes on personal stationery - not on institutional letterhead - which adds an extra special touch.

Make your thank-yous meaningful by mentioning specific outcomes or milestones that the donor’s contribution helped make possible. This small act can have a huge impact on strengthening the emotional bond between your organization and your donors.

Why It Works: Personalized notes make donors feel seen and appreciated, forging a deeper, more authentic connection.

---

3. Host a Virtual Donor Appreciation Event

Donor events, whether virtual or in-person, are a fantastic way to connect with your supporters. We host a virtual donor appreciation event every year for our monthly sustainers, and it’s a highlight for both donors and staff. The event gives them direct access to our leadership, including our president, and provides insider updates on the organization’s work.

If your donors can’t make it in person, a virtual event is an easy way to engage them from the comfort of their own home. (Plus, if some donors can’t attend, you can share the recorded highlights with them afterward.) Sharing stories, celebrating achievements, and previewing exciting goals for the year ahead builds a sense of community that keeps donors feeling appreciated and involved.

Why It Works: Virtual events increase engagement, help donors feel like insiders, and create an additional touchpoint for connection.

---

4. Share a Year-in-Review Report

Donors want to know how their gifts made an impact. A year-in-review report is an effective way to communicate that. Whether it’s an email attachment, a social media post, or a mailed infographic, showcasing your organization’s progress through compelling statistics and stories can make a lasting impression.

This doesn’t always need to be a massive production - sometimes an infographic or a more segmented report that’s personalized for specific donor groups (like endowment donors or major donors) works best. Tailor your report to the audience, and they’ll feel more personally connected to the outcomes of their gifts.

Why It Works: A well-crafted year-in-review report reinforces trust by showing donors exactly how their support has made a difference.

---

5. Create Video Messages from Leadership

Whether it’s from your CEO, board members, or even program staff, a brief video thanking donors is much more engaging than a generic letter. People want to hear from those who lead your organization, and video is a great way to create a personal connection.

Keep it authentic, sincere, and short (1-2 minutes). You can even use video editing tools like Descript to make the content more polished and accessible.

Why It Works: Video messages create an emotional connection, are more memorable than text, and convey authenticity, making your gratitude feel real and personal.

---

6. Organize a Board “Thank-a-Thon”

Board members play an important role in donor relations, and a “Thank-a-Thon” is a fun, low-pressure way to get them involved in fundraising without the pressure of asking. The idea is simple: assign each board member a list of donors to personally thank. This isn’t about asking for money; it’s about expressing genuine appreciation.

I’ve seen this work wonders, especially with first-time donors. A personal thank-you from a board member makes it much more likely that donors will return the following year. And the best part? It’s easy to implement and can be a valuable way to boost donor retention.

Why It Works: Personal calls from board members not only make donors feel valued but also significantly boost donor retention rates.

---

Bonus Tip: Track Stewardship Efforts in Your CRM Database

Gratitude shouldn’t be a one-off task - it’s an ongoing process. Track all your thank-you notes, calls, and other stewardship efforts in your database (CRM) so that no donor is overlooked. By staying organized, you can ensure that your gratitude is strategic and scalable.

Why It Works: A well-maintained CRM ensures consistency in your stewardship efforts and allows you to identify patterns and opportunities for improvement.

---

Starting the new year with gratitude isn’t just about being polite - it’s about investing in the relationships that will carry your mission forward. By showing your donors that you appreciate them, you build trust, loyalty, and long-term support that will sustain your work for years to come.

Which of these strategies will you try first? Let me know in the comments, or reach out - I’d love to hear how you’re planning to celebrate your donors this year!

​Cheers!

PS - I hope you’ll continue the conversation by subscribing to Real Deal Fundraising. When you subscribe, you’ll get my monthly newsletter email, which includes the best articles on fundraising, productivity and cool stuff every week. The whole thing is curated awesomeness as well as freebies like webinars, instructional videos, and whatever else I can put together to be helpful to you!

Subscribe

If you liked this post, you may also like these:

• ​Build Great Rapport with your Donors Using These Questions
• 5 Steps to Promote Your Video
• The Big Exhaustive Event Planning Checklist
• Tutorial: How to Create Addressees and Salutations in Excel​
• How to Keep Donors Connected in a Crisis: Near, Dear, and Clear