Once upon a time, a wealthy donor gifted Brandeis University to fund a new theatre building.
Years later, students performed Hamlet there. After the play, Brandeis’s founder, Dr. Abram Sachar, wrote the donor a short note:
“I just attended a performance of Hamlet in your theatre. The house was packed. The joy your theatre brought to the campus community was enormous. Thank you again.”
Soon after, Dr. Sachar received a response in the mail.
Inside was a check for $1,000,000.
WOW, Avraham! That’s incredible.
And it wasn’t a one-time miracle.
Food For The Poor, a US nonprofit, decided to put Sachar’s idea to the test.
At the start of the year, they split their donors into two groups.
Both groups got a thank-you note right after donating.
- But one group also received a second, unexpected thank-you months later.
- By year’s end, the “double thank-you” donors had given $500,000 more than the others.
All from one extra thank-you.
Here’s how you can apply the same idea in your fundraising:
- After every gift, send a thank-you.
- A few months later, send another one — for no reason other than gratitude.
- Then watch what happens.
Because when donors feel truly appreciated, generosity multiplies.
You can also riff on this formula. Here are some quick, easy ways:
- After an online campaign, thank all donors immediately — then give another thank-you a week later.
- When a new donor gives, send a thank-you — and have a board member call them personally.
- For monthly donors, get creative: short thank-you videos, hand-made cards from those you serve, or photos of their gift in action.
You don’t need much time to get it right.
Here’s a photo of the handwritten note one of my clients sends to donors:
Thank-you’s are super-powerful.
Use them often.
And keep an eye on your mailbox.
You might just find a million-dollar check inside.
Hatzlacha Raba in all your efforts,
Avraham
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