“It’s not as simple as sending a thank-you letter or thank-you email. That’s really a transaction,” says Ms. O’Brien, who previously served as top fundraiser at Alsac/St. Jude Children’s Research Hospital.
The solution: Understanding “where the organization is most interesting and relevant to the donor and creating a meaningful conversation from there.” says Ms. O’Brien. She notes that regional directors at Youth Villages are automatically notified anytime the charity receives a donation of more than $100 so they can respond with a personal thank you.
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