As year-end approaches, many nonprofits start asking: Should we send holiday cards? Would New Year cards stand out more? What about a small gift?
While these are thoughtful questions, it's important to step back and think strategically about how you show gratitude to your donors. The truth is, donor appreciation is not a one-time event tied to a holiday season—it's an integral part of a successful fundraising system that runs year-round. Here's how to decide when, why, and how to make donors feel valued.
When It’s Necessary to Send a Card or Gift
Holiday or New Year cards can be a thoughtful gesture if:
They align with your organization’s mission. A card or small token tied to your mission—like a card featuring art from the children you support or a bookmark with conservation tips—feels more meaningful.
You have the capacity to execute them well. If your cards are going to feel rushed, generic, or impersonal, it may be better to skip them.
You’re adding a personal touch. A handwritten note from a board member or staff leader can transform a simple card into a memorable keepsake.
When It Isn’t Necessary
You don’t need to send cards or gifts if:
It’s the only donor engagement you’ve done all year. A one-off card or gift at year-end won’t compensate for a lack of communication or gratitude throughout the year.
It doesn’t feel authentic. If your cards or gifts are a “we-have-to-do-this” task rather than a heartfelt gesture, it may come across as insincere.
It strains your budget. Donors support your mission, not trinkets. They’d prefer you invest resources where they’re most needed.
What Makes a Good Gift of Gratitude?
When choosing to give something beyond a card, focus on gifts that are:
Mission-aligned. Think small and meaningful—like a packet of native seeds for an environmental nonprofit or a recipe card from a food pantry.
Personalized. Adding a handwritten note or a donor’s name to the gift goes a long way.
Practical. Items like pens, reusable straws, or coffee mugs that donors will use frequently serve as reminders of your organization.
Shared impact. Gifts like a digital photo of a donor-funded project, or access to a behind-the-scenes webinar, can show them the tangible results of their generosity.
Gratitude Is a System, Not a Season
The most impactful donor appreciation strategies are integrated into your year-round fundraising system. Here’s how:
Thank donors promptly. A sincere thank-you note or call within 48 hours of a gift builds trust and shows you value their support.
Share updates often. Keep donors engaged by sharing how their contributions are making a difference throughout the year.
Celebrate milestones. Recognize anniversaries of their first gift, their involvement in a campaign, or other meaningful milestones.
Personalize interactions. Tailor your messages and appreciation efforts based on donor preferences and giving history.
How to End the Year with Gratitude
If you choose to send a year-end card or gift, make it one piece of a larger gratitude system, not the entirety of it. A year-end touchpoint can complement, but never replace:
Quarterly updates on impact.
Regular personalized thank-you notes.
Invitations to exclusive donor appreciation events or webinars.
Ongoing recognition in newsletters, reports, or on your website.
By showing thanks throughout the year and tying gestures of appreciation back to your mission, you can build deeper relationships with your donors that go beyond a single season.
Your Turn: How Do You Say Thanks?
What donor appreciation strategies have worked well for your organization? Do you send holiday cards, year-round updates, or something entirely different? Let’s share ideas and grow together.
Frances Roen is a Georgia girl at heart, and has been graciously adopted by beautiful, snowy Minnesota. She is a forty-something daughter, friend, mom, wife, and entrepreneur, and is always on the look-out for a perfectly
fried piece of chicken.
Frances is a Certified Fundraising Executive (CFRE) with nearly 20 years of experience fundraising and has raised over $200M for nonprofits. She has held fundraising positions at The Bakken Museum, Augustana Care Corporation, and YouthLink and consulted with dozens of nonprofit clients across the globe. In these roles, she has been responsible for all aspects of fundraising including comprehensive campaigns, major and planned gifts, annual funds, events, communications, corporate partnerships, and volunteers.
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