One of my favorite traditions is The Thankfulness Jar. During the year, I jot little notes of things I’m grateful for on scraps of paper and tuck those notes into my Thankfulness Jar. It could be a note about a kindness extended to me by a friend…the enjoyment that comes from the first warm spring day when I can open all my windows and let in some fresh air as the cold New England winter subsides…an especially fun night out with friends...anything!
On Thanksgiving night, I empty the jar and re-read all the notes. Rereading those notes immediately transports me back to that moment – whether it was six months ago or six days ago – and I get that warm fuzzy feeling all over again. Sometimes I even take a quick photo of the note and text it to one of my friends (if she was part of the memory) and the whole cycle starts over again! This simple little practice has cultivated a habit of thankfulness that has had a profound impact on my life. So much so that I got Thankfulness Jars for all my friends this past Christmas!
Public Media stations, and all nonprofit organizations, need to be cultivating this same habit of Thankfulness for their donors throughout the year.
With a growing reliance on Sustainers and multi-year donors – Stewardship is more important than ever. We can’t treat donors like ATMs. Every mail and email communication can’t include a solicitation.
Instead, as you build your annual communications plan, look for opportunities to provide recaps of accomplishments throughout the year; whether this happens in a newsletter, an impact report, or even a social media post, highlighting the results of membership support can help drive home how individual donor giving makes a tremendous difference. One you’re thankful for.
My colleague Kim Richardson, Associate VP Client Strategy, developed a simple mnemonic device to help folks remember (and execute) the key tenets of good donor stewardship throughout 2024. She calls it “GROW.”
Simply put, cultivating a habit of thankfulness, and undertaking thoughtful approaches to relationship-building with your donors will help your organization grow.
For more ideas about cultivating a habit of Thankfulness throughout the year check out our podcast - Year-End Fundraising in July: The Crucial Importance of Stewardship Throughout the Year