How to do Gratitude
In 2010 my friend Guy founded Israeli Stage, a nonprofit in Boston dedicated to sharing “the diversity and vitality of Israeli culture through theatre.”
Over the past eight years, Israeli Stage has worked with over 50 partners, producing more than 25 premieres of of Israeli plays. They’ve grown from a small startup into a well-know, respected organization in the Boston area and beyond.
Guy has taken a unique approach to developing his supporter base. This approach is so simple, yet something most non-profits I’ve worked with fail to do well.
He makes gratitude THE priority.
There are two parts to this approach — those of us who work for or with non-profits should consider adopting them immediately.
1. Thank supporters shortly after a donation is made — but be genuine about it.
Most organizations do the first part well. The second part — not so much. These thank you notes generally are automatic emails that do not feel personal. Israeli Stage goes further.
Within a week of receiving a donation, one of their staff or board members makes a personal phone call to the supporter. When this happened to me, I was taken aback. Who is this random number calling me?! It was shocking because it was the first time I had ever received a call thanking me for a donation.
They also mail hand-signed thank you letters reiterating how grateful they are for the support.
It’s not the calls and the letters that had an impact on me, per se. It was the fact that this little organization — with a tight budget and resources — took the time to thank me. They went above and beyond what every other non-profit I support does to show gratitude. And it is powerful.
2. Thank your supporters regularly
Just last week, I received this in the mail:
I have not made a donation to Israeli Stage in over a year. Yet, they go out of their way to update all supporters on what’s happening with the organization — going so far as to provide a newspaper clipping and photo from their latest production!
I should mention that I’ve never been to an Israeli Stage production. Their shows are almost always produced in the northeast or in Israel — quite far from where I reside in Los Angeles. But these updates make me feel closer to their work — and thus more likely to donate again.
In fact, I just made another donation. Guy — if you’re reading this, well done, friend.
Practicing gratitude is easy. It just takes effort.
Try it. It feels pretty good, too.
