Send Personalized Thank-You Messages Quickly 

First impressions matter. A prompt thank-you note after a donation can set the tone for the donor relationship. Avoid generic acknowledgments. Instead, personalize each thank you message with the donor’s name, donation amount, and a specific note about how their contribution will be used. Emails can be immediate, but handwritten notes add an extra touch of warmth and sincerity. 

Pro Tip: If possible, include a note or signature from a key member of your team, such as the executive director or a board member. If this note can go out within 48 hours of receiving it, that would be great!

Share Impact Stories and Updates Ethically and Empoweringly

Donors want to know their gifts are making a difference, but it’s essential to share stories in a way that respects and uplifts the individuals involved. When telling participant stories, ensure their privacy is protected and that they have given informed consent to share their experiences. Frame these stories in a way that highlights participants’ strengths, resilience, and accomplishments, rather than focusing solely on challenges or hardships.

Example: Instead of framing a story as “Jane overcame poverty thanks to our program,” highlight Jane’s drive and determination: “With the resources provided through your support, Jane launched her dream business, transforming her community.” Focus on the participant as the hero of their journey, with your organization as the support system empowering them to succeed.

Host Exclusive Thank-You Events

If possible, invite your year-end donors to a virtual or in-person appreciation event. This could be a simple coffee hour with your leadership team, a tour of your facility, or a webinar that offers exclusive insights into your projects. These events allow donors to feel connected to your organization beyond their initial contribution and create a sense of community. Even if the donor cannot attend, they would appreciate the thought of including them in a special, intimate gathering of your supporters.

Pro Tip: Use this time to introduce them to other donors and stakeholders. Fostering connections with your donor community can increase their loyalty to your mission. 

Acknowledge Milestones

Recognize donor anniversaries or milestones. For example, if a donor first donated at the end of the previous year, reach out to them on the anniversary of their gift. This gesture shows that you value their ongoing commitment and are attentive to their history with your organization. Additionally, if you have key information about your donor, like their birthday or work anniversary (LinkedIn), congratulate them.

Provide Behind-the-Scenes Access

Offer donors a peek behind the curtain of your organization’s operations. This could be sending an exclusive update on a major project, sharing a day-in-the-life video of a team member, or giving them access to key decision-making processes through exclusive donor emails. The more involved donors feel, the more likely they are to remain engaged and supportive. 

Example: Share the challenges your team overcame to make their donations impactful. Let donors see not only the victories but also the hard work and dedication it takes to achieve your mission. 

Engage with Donors on Social Media

Social media is a great platform to acknowledge your donors publicly and keep them informed. Post updates, tag donors when appropriate, and invite them to engage with your content. Consider creating a special highlight or post dedicated to acknowledging major supporters or those who helped surpass your year-end goals. 

Note: Be mindful of privacy concerns. Some donors may prefer to stay anonymous, so always ensure they’re comfortable with public recognition.

Survey Donors for Feedback

Ask your donors for input on their giving experience, the communication they received, and how they feel about their involvement with your organization. Surveys show that you value their opinions and are willing to adapt and grow based on their feedback. The insights you gain can help you fine-tune your donor stewardship strategies for the future. Many times, your donors may have insights that can be valuable and implemented into the strategies that align with your objectives and goals. 

Question Ideas: 

• “What inspired you to give to our organization this year?” 
• “How can we make your donor experience more fulfilling?” 
• “Would you like more information on how your gift was used?” 

Keep Donors Informed Year-Round

Don’t let the relationship fade after the year-end campaign. Regular touchpoints throughout the year — such as newsletters, invitations to volunteer, or updates about upcoming projects — help donors feel connected. Even when you’re not actively soliciting donations, communicating with your supporters shows them that they’re valued for more than their financial contributions. 

Offer Recurring Giving Options

When you steward year-end donors effectively, many will be open to contributing again. Encourage them to join a recurring giving program. Highlight the benefits, like simplified giving and consistent support for your organization’s mission. Donors who transition to monthly giving become more invested in your work and are likely to increase their contributions over time.

Pro Tip: This is also a good opportunity to see if a donor can increase their giving. Did they make a $500 gift at two different times in the year? Maybe they can do $100 or $150/month instead. Use your data to your advantage. 

Celebrate Success Together

When your organization achieves major goals or reaches new milestones, make sure to share the celebration with your donors. Whether it’s through a video, a heartfelt letter, or an event, acknowledge that their generosity helped make the success possible. Donors will feel proud of their involvement and motivated to give again if you show that their contributions directly led to achievements. 

Show Donors Where Every Dollar Goes

One of the most visible ways ethics show up is through transparency. Donors want and deserve clarity on how their contributions are used. Since Form 990s are public and easily accessible online, nonprofits should assume that donors will review them. And let me tell you, they do! In fact, some of the best organizations make their 990 easy to find by posting it directly on their website. Instead of shying away from questions about overhead or salaries, ethical fundraisers lean into honest conversations, helping donors understand that strong infrastructure is what fuels programmatic impact.

Balance Tech Innovation with Integrity

Just as donors value clarity in financial reporting, they also expect organizations to use technology ethically. This becomes especially important in the age of artificial intelligence (AI). AI tools can help segment donor data, draft outreach communications, and analyze giving patterns with impressive efficiency. But over-reliance on automation risks making communications feel transactional instead of personal. Ethical use of AI means ensuring these tools enhance donor relationships rather than replace them. Every message should reflect the organization’s authentic voice and its commitment to treating donors as valued partners, not data points.

Protecting donor privacy takes on new urgency in this AI-driven world. With more personal information being collected, stored, and analyzed, nonprofits must consider how they are safeguarding data. Secure systems, clear policies, and responsible use of information are essential. Donors expect their personal information to be treated with care and protecting it is one of the most tangible ways to reinforce trust.

To learn how AI can help you deepen donor engagement while staying true to your mission, watch our recent webinar.

Keep Truth at the Heart of Every Narrative

Beyond protecting information, respect must also guide how we represent the people we serve. Storytelling is one of the most powerful tools nonprofits have, but stories must remain truthful and respectful. Exaggerated appeals or manipulative imagery may spark short-term giving, but they undermine credibility in the long run. Authentic stories, grounded in real experiences, not only honor dignity but also build deeper, lasting donor relationships.

Respect Donors While Protecting Your Mission

Just as stories must reflect truth and respect, so must our relationships with donors, especially when their influence could shift our mission off course. Large gifts sometimes come with expectations that don’t align with organizational priorities. Accepting these gifts can create mission drift and weaken long-term focus. That’s why having a Gift Acceptance Policy is important. Staying true to your mission, even if it means declining a gift, protects both the organization’s integrity and the donor’s respect. Yes, you can decline a gift, and we see this happen more frequently across the sector.

Honor the Purpose Behind Every Gift

Respecting donor intent is another cornerstone of ethical practice. Every contribution represents trust. If a donor designates a gift for a specific program, those funds must be used as promised. Redirecting dollars without consent, even with the best intentions, erodes trust. Clear agreements and proactive communication not only set expectations but also reinforce a culture of accountability.

A powerful example of honoring donor intent comes from an organization I recently worked with. They discovered unused grant funds from a prior agreement. A grant report had already been submitted, broadly outlining how the dollars were spent. While much of the grant had been used appropriately, a leadership transition revealed that an additional $50,000 had never been spent on the project.

My recommendation was for the organization to contact the funder and be transparent about the unused dollars, offering two options: (1) return the remaining balance, or (2) request permission to apply the funds toward continuing the work, even though the contractual grant period had ended.

The funder’s response was gracious. They appreciated the organization’s honesty and generously allowed the remaining funds to be used to advance the work outlined in the original grant. That’s a win-win!

Examples like this highlight why fundraisers need clear ethical frameworks to guide decision-making. Fortunately, our profession offers such guidance. The Association of Fundraising Professionals (AFP) Code of Ethical Standards provides direction on accountability, honesty, and donor stewardship. Paired with the Cause Selling framework, these principles ensure that fundraising is not only effective but also principled.