Science discovers the magic words

Your mother told you this. Now science is catching up with her.

A recent study, reported at the Neuromarketing blog (Two Words That Change How People Think of You) found the hidden power in saying Thank you.

In the study, people who thanked others (by a hand-written note) were perceived as having warmer personalities and being worth forming a relationship with. Those who received these thank-you notes were more willing to cooperate by sharing contact details.

But you knew that.

If your organization isn’t putting serious thought into thanking donors, you aren’t really fundraising.

Thankful organizations are getting — and keeping — all the best donors.


Comments

4 responses to “Science discovers the magic words”

  1. Ken Wilson Avatar
    Ken Wilson

    Waaay back in a previous century (’96) when my boss joined our organization as development director, he started a program of personally calling every donor at least once a year to thank them for their contribution.
    Prior to inception of this program, saying thank you was considered an annoyance and, by some, even beneath their ‘station.’
    In the twelve months following the start of the ‘say thank you’ program, we experienced a 200% increase in donations. Growth has been steady every year since. Saying thank you works.

  2. Ken Wilson Avatar
    Ken Wilson

    Waaay back in a previous century (’96) when my boss joined our organization as development director, he started a program of personally calling every donor at least once a year to thank them for their contribution.
    Prior to inception of this program, saying thank you was considered an annoyance and, by some, even beneath their ‘station.’
    In the twelve months following the start of the ‘say thank you’ program, we experienced a 200% increase in donations. Growth has been steady every year since. Saying thank you works.

  3. Is as simple as appreciation and acknowledgement…and everyone, especially donors who have so many choices, deserve a personal acknowledgement. Handwritten notes, emails, phone calls all are vehicles for that pathway of appreciation.
    I think I will start today to move this simple concept to the top five in my awareness list, and start by thanking you, Joe for sharing this.

  4. Is as simple as appreciation and acknowledgement…and everyone, especially donors who have so many choices, deserve a personal acknowledgement. Handwritten notes, emails, phone calls all are vehicles for that pathway of appreciation.
    I think I will start today to move this simple concept to the top five in my awareness list, and start by thanking you, Joe for sharing this.

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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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