GRIP-ping supporters: why thanking properly is one of the most powerful tools you have
When you strip supporter loyalty back to its core, it comes down to one thing: how people feel.
Not what they read in your annual report, not how many campaigns they’ve seen, not even how long they’ve been giving. Loyalty is emotional - and emotion is measurable.
This is the foundation of The Chase Index, which shows year after year that commitment, satisfaction and trust are shaped by the emotional experience supporters have with a charity.
And the simple act of thanking has a powerful part to play in doing exactly that.
Thanking is emotional work - don't leave it to templates
Every gift is an act of hope. A supporter chooses you, takes a risk and trusts that their contribution matters - they want to change the world for the better, and they look to you as the means to do that. Our Loyalty Day keynote, the excellent Mark Phillips, has just published a powerful blog on exactly this topic - which I would heartily recommend.
A thank you, therefore, is your moment to meet that emotional risk taken by your supporters with an emotional reward. Their act of hope has inspired action elsewhere – and they deserve to know!
From the charity side, saying ‘thank you’ can often be left to automated templates and emails. But this risks putting the efficiency of the process above the feelings it should inspire - at their peril.
In their words: the impact of excellent thanking on your supporters
When measuring supporter loyalty, we ask charity supporters if they agree with the following statement as one of the measures of supporter satisfaction:
“I am always thanked appropriately for any gift to {Charity}.”
And here are some examples from people who strongly agree with this statement:
“[I] always feel appreciated for my donations no matter the amount I send.”
“Although it is an extra cost to you it was lovely to receive a thank you letter and made me more likely to donate again.”
"For every penny I have raised. I am always thanked for the money. My efforts are not in vain and that means a lot.”
Supporters are telling us that, when charities get thanking right, they feel valued! They feel appreciated, they feel part of the solution– and they are more like to donate again (their words, not mine).
“Although it is an extra cost to you it was lovely to receive a thank you letter and made me more likely to donate again.”
But when you get it wrong - the outlook is very different.
Here’s are some of responses to that same statement, where supporters have marked that they disagree or strongly disagree:
“Since I cancelled my direct debit I've had more contact from {Charity} than I ever had when I was a paying supporter… If you want support, keep in contact and make your supporters feel valued.”
"I've donated to you for many years… but you stopped sending me any emails or notifications a long time ago. Despite trying to make contact you never acknowledge my donation or get in touch to give me any information about what you do. I've given up trying.”
Their words are damning. Charity supporters who don’t feel thanked appropriately feel ignored, overlooked – and eventually, they will stop donating. To put it their way, they simply give up trying.
I’ve never spoken to a fundraiser who wanted to make this happen. But when you’re writing a thank you letter, every word counts. And the difference between these two outcomes – between someone staying and walking away – goes deeper than the tone of voice.
We call it GRIP.
"If you want support, keep in contact and make your supporters feel valued.”
What does GRIP mean?
GRIP is a shorthand that Roger and I have used for a number of years with Chase Index members to illustrate what excellent thanking looks like. A great thank you will prompt feelings of…
Gratitude:
Supporters need to feel genuinely appreciated, not just acknowledged. Challenge yourself to consider how you might say thank you without actually using the words “thank you” – the feeling you’re communicating in that moment is gratitude.
Reassurance:
They need to feel confident they made the right decision by giving to you - which builds trust (another of the three drivers of loyalty, alongside supporter satisfaction).
Inspiration:
They need to feel uplifted and energised by what they have enabled, which strengthens commitment. You are their eyes and ears, and a thank you letter is the perfect opportunity to paint a picture of how the world has become a better place because of their support.
Pride:
They need to feel proud of themselves, and what their contribution has made possible, not just proud of the organisation.
And lastly, but certainly not least – an excellent thank you should create a little bit of magic. You can read more about magic moments, and surprise and delight, right here.
These four emotions, coupled with the magic of a ‘wow moment’, create the conditions for loyalty - and our research has shown that loyalty is what leads to sustainable, long-term income for charities around the world.
Why GRIP matters more than ever
It's a tough time for fundraising, to put it lightly. And this increased pressure for a shrinking donor pool has an impact on the people who are giving to charitable causes - they are navigating more noise, more choice and more emotional fatigue than ever.
A thank you that simply acknowledges someone's gift is no longer enough. But charities who use these moments as an opportunity to show gratitude, provide reassurance, inspire and uplift - who truly GRIP their supporters - will see the direct impact this can have on supporter retention, stronger relationships and more long-term income.
