By Christina Jones, Founder & CEO, Command Joy Co.
According to the National Philanthropic Trust, in 2024 individuals donated $392.45 billion to nonprofits, an 8.2% increase from the previous year and 66% of all charitable giving in the U.S. That is a lot of people to thank.
And yet, I hear it all the time from mission-based organizations: “We want to thank our donors, but we just don’t have time.”
“Our thank-yous feel boring. We need something fresh.”
As a nonprofit sustainability coach and a donor myself, I can tell you that gratitude is one of the most powerful sustainability tools you have. Donor appreciation does not have to be complicated. It just needs to be consistent, intentional, and rooted in genuine connection.
Gratitude is not just good manners; it is a strategic investment in long-term sustainability. When donors feel appreciated, they give again. When they feel invisible, they drift away. The difference between a one-time gift and a lifelong supporter often comes down to one thing: how you make them feel after they give.
Here is one simple way to start. Spend 30 minutes each week writing three handwritten thank-you notes. Keep a box of branded stationery and stamps at your desk. Mention how their gift helped and why it matters. In less than an hour a week, you can build a rhythm of gratitude that feels both doable and meaningful.
Handwritten notes work because they stand out in a digital world. They build trust and show your donors that you see them as people, not just transactions. This small act of connection creates a ripple effect of loyalty and generosity that no mass email can replicate.
If you are struggling to make space for gratitude or need help creating a realistic donor stewardship plan before Giving Tuesday, I can help.
Email me at Christina@commandjoyco.com and let’s build a rhythm of gratitude that sustains your mission.
