There is no question that the poor economy is beginning to take its toll on both the for-profit and non-profit sectors. The stock market is taking off in the right direction but all is still not okay on Main Street. Unemployment is unusually high and there’s talk of another wave of instability headed our way in the form of problems in the commercial real estate and banking market. What will it mean no one knows but I think that’s the point here – the uncertainty is killing the average “Joe” on Main Street.

We don’t know what’s around the corner, which means we tend to hunker down and do nothing; we cut back on spending, we become more cautious, we hold things (and our money) close to our vest, and we tend to count our blessings and pray that “things” get better.

But this doesn’t mean we simply stop living, or eating, or going to work, or consuming things, or stop going to church, or enjoying life and family. It also means that people simply don’t stop giving to things they care about. Many people out there are being very generous with the money they do have because they know that even if they have money there’s a good chance that some else can use it even more.

Thankfully – the good nature, the conscience and the integrity of the human being is still intact.

Which ultimately means that those people that have the financial means will still contribute to their church or favorite charity – but it doesn’t mean they won’t prioritize or cut back on some charitable giving. I think it’s safe to say that most people are beginning to realize the true value of a dollar, which means we won’t simply throw it around willy-nilly.

So if we are to assume that people are being cautious with how they spend their money (as they should be) we can also assume that they will contribute those hard earned dollars to causes that are – (1) important to them; (2) need their support; and (3) appreciate their gift. It is the third point I would like to discuss – appreciation and gratitude…

Most donors assume you need the money otherwise you wouldn’t be asking for it – right? But what most donors don’t tell you (well they might by stopping or reducing their donations) is that deep down they want to know that their gift is appreciated and that it will be put to good use. A gift that goes unacknowledged or the acknowledgement comes across as perfunctory and not heartfelt is the beginning of the end of a donor’s relationship with your charity.

During these uncertain times when donors are making critical spending decisions it is absolutely critical that a charity profusely and deliberately acknowledge ALL gifts of all amounts in the most heartfelt and genuine way possible.

Whether it’s a personal phone call or a hand-written note from the executive director it’s important for the donor to feel appreciated and to know how grateful you are for their gift. Just think about it, if you were sick in bed and a family member brought you some hot chicken soup, which they did out of love and concern for you, and you didn’t say thank you – don’t you believe the person that brought you the soup would feel unappreciated and that you weren’t grateful for the kind gesture? – now extrapolate that scenario out to all your donors that only know your charity in an even less personal manner than the family member that brought you chicken soup….

Bottom-line – thank your donors in the most heartfelt and sincere way possible. The old adage that you can never thank someone enough never seemed more relevant.