Gratitude Is a Strategy: How to Engage Your Board in Donor Thanking

Recently, I was talking with clients about how to more meaningfully engage their board members in fundraising. It’s a common challenge.

Board members want to help, but they’re often unsure how. They worry about asking (or sometimes run away from it). They don’t want to say the wrong thing. So, they hold back.

But I’ve seen something shift when we start in a different place.

At the Vancouver Public Library Foundation, where I serve on the board, we’ve been engaging board members in donor thank-you calls.And it has been deeply energizing.

Board members are excited to connect. They’re hearing directly from donors. And perhaps most importantly, they’re discovering something many people forget: Donors are genuinely excited that we exist.

They’re grateful for the foundation’s work to support the library system they love. They want to talk about it. They want to feel connected.

That kind of experience changes how board members see fundraising. 

And it all starts with a simple act of thanks.

Why this matters more than we think

Many board members are hesitant when it comes to fundraising.

• They worry about “asking.”
• They don’t want to feel like they’re imposing.
• They’re unsure how they fit into the process.

But when you invite board members into thanking and nurturing relationships, something shifts. 

• They relax.
• They connect.
• They begin to understand donors — not as names on a list, but as people.

And often, that becomes the doorway into deeper engagement in fundraising.

Because gratitude, when done well, is not just a courtesy. It’s a strategy.

A moment that changed the way I approached this

Early in my career, I was working at a Level 1 trauma hospital in Seattle. Our fundraising program had been quiet for some time, and our team was rebuilding relationships. 

At the end of our first year, we decided to do something simple: Ask board members to call donors who had given over the past 18 months, just to say thank you.

We organized two evenings of calls. We invited a few nurses to join us — people on the front lines of care — so they could bring their energy and answer questions if needed.

We set a time, gathered the team, and started calling.

And something remarkable happened. The calls were short and filled with appreciation. They were often surprising to the donor. And almost always deeply appreciated.

Many donors shared their stories — moments of crisis, care, gratitude. Board members listened. Really listened. And by the end of the evening, something had shifted — not just for the donors, but for the Board members.

They felt connected. Energized. Proud to be part of the work. That evening wasn’t just about saying thank you. It was about opening the path to future relationships.

What Makes Thank-a-thons Work

When you bring board members into donor thanking, you’re not just increasing supporter touchpoints.

You’re doing three important things:

• Reinforcing that donors matter.
• Helping board members understand the impact firsthand.
• Creating early, low-pressure relationship-building moments.

This is stewardship — but it’s also cultivation. 

Because meaningful thanking doesn’t close the loop. It opens the door to what comes next.

How to organize a Thank-a-Thon (that actually works)

You can still host this as an in-person event as I did back in 1992 and most recently in 2019 (and many years in between). For many organizations, that’s a wonderful way to build energy and connection.

But it can also be done virtually, or one-by-one over time.

Here’s how to approach it:

1. Start with your board champions

Find one or two board members who are open to the idea and talk it through with them first. Their support will make it easier to bring others along. Having the support and participation of the board chair makes all the difference.

2. Make the purpose clear

This is not about asking. It’s about thanking, listening, and connecting. 

That clarity helps board members feel comfortable — and helps donors relax into the conversation.

3. Invite front-line voices (when possible)

Whether in person or virtually, having a "front-line colleague" who delivers the mission — a nurse, a program leader, a teacher — adds depth and authenticity. It reminds everyone why the work matters.

4. Keep it simple and structured

Provide:

• A clean call list (with helpful context, not overwhelm— I usually keep each list to 25 households or fewer)
• Clear names and contact details — if the household has two adult supporters, both names should be on the list
• Leave space for notes
• Provide a short script or outline

You don’t need perfection. You need clarity.

5. Offer a simple script

Something like:

“Hello, this is [Name], and I’m a board member with [Organization] calling to thank you! I want to share my personal thanks for your recent gift. It truly makes a difference.” [Then pause for a response.]

And if the conversation opens up:

“Would you be open to sharing what inspired your gift?”

That one question can change everything. 

If the board member gets voicemail? I still suggest...

“Hello, this is [Name], and I’m a board member with [Organization] calling to thank you! I want to share my personal thanks for your recent gift. It truly makes a difference. If you'd like to get in touch, you can call back [Fundraiser] at [Office Number]. Thank you!”

6. Make space for real connection

Some calls will be quick. Others may open into stories, gratitude, or questions. Let that happen. That’s where the relationship begins.

7. Capture what you learn

Encourage board members to jot down:

• Why the donor gave
• Any personal connections
• Updates to contact information
• Questions or follow-ups

This is invaluable insight for your team.

8. Follow up thoughtfully

Thank your board members. Share what was learned. Occasionally, these conversations even lead to an additional gift. And, at your next board meeting, invite them to reflect on the experience.

This is how you build momentum.

A modern note

Today, these efforts don’t have to happen in one room.

You might:

• Host a virtual thank-a-thon
• Use mobile phones instead of office lines (if callers are willing to have their number displayed — few people answer “unknown numbers” anymore)
• Track notes directly in your CRM

The format can change. The intention should not.

A final thought

If you want your board to become more engaged in fundraising, don’t start with the Ask. Start with the relationship. Invite them into conversations where they can thank, listen, and connect.

In addition to building relationships — essential for major gift fundraising — thank-you calls can increase annual donor retention by up to 30% and lifetime giving by 50%.

. And that's important for nonprofits that have a notoriously low retention rate!

Because when board members experience the joy of donor relationships firsthand, fundraising becomes far less intimidating — and far more meaningful.

And when donors feel that genuine appreciation?

They don’t just feel thanked. They feel seen.

And that’s where lasting relationships — and future generosity — begin.