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Tuesday, October 25, 2011

Recognition versus Gratitude

It's sometimes easy for fundraisers to focus on recognition of donors -- which can be described on paper and be part of "stewardship systems" -- but can miss the opportunity to express real gratitude to donors.  Gratitude can be simple.  It can be short and to the point.  One of the best thank you letters I ever received was for a small gift I made to a local school. The principal wrote a short note telling me how she would make use of the money and thanking me.  It stood out.

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