Thanking supporters should be the easiest win in fundraising. It doesn’t take a six-figure budget or a fancy CRM. Just a little time, care, and human connection. And when you get it right? It’s magic. Gratitude builds trust. It deepens relationships. And it makes people feel good about giving - which makes them more likely to give again.

But we still see too many charities miss the mark. Mystery shopping shows how low the bar is. Thoughtful thank yous get replaced with generic auto-replies. Loyal donors feel more like transactions than people. But when a donor gives from the heart and gets silence or a cold, generic response... that’s a missed chance to build trust and an on-going relationship.