Ben Roberts

We’re approaching the end of a tough year. The hardships of the cost-of-living crisis are seeing more people in need of charities, who themselves are facing record lows in donations. But it’s not just that there’s less money in people’s pockets; our recent research has shown that levels of trust are incredibly low between the sector and public, with only 55% of those we interviewed saying that they have a lot of trust in charities. It’s vital that the sector tackles this to ensure donor retention, which is especially important right now as the public think ahead to the upcoming new year, and whether they can afford to continue their support.

As families and communities come together to celebrate the winter holidays, we should be inspired by the tendency people have at this time of year to reflect on what they’re thankful for. Gratitude is a great way to connect with those who give their time, money, and effort towards our missions. And while giving thanks in the charity sector is nothing new, it has been on the rise in recent years – and it’s impactful no matter which way around the thanks are travelling.

For example, during lockdown we were shown how keenly the public celebrate the work of those who kept us safe throughout the pandemic, with weekly eruptions of applause across the country, and record donations supplied to NHS charities and frontline organisations. But this wasn’t just a flash in the pan; longer lasting institutions have been established off the back of this phenomenon. Thank You Day was launched in 2021 to continue the spirit of gratitude and to celebrate local heroes and community pillars. Charities have benefitted from joining in these celebrations, with charities like Marie Curie or Birmingham based food charity FeedoNeedo using the day to celebrate their volunteers whilst also promoting their work and taking the opportunity to show the local community why they’re worth supporting.

Volunteer’s Week is another opportunity to celebrate the contributions of those who volunteer. More suited to organisations than communities, this week is a chance for charities to remind their volunteers about the positive impact their work has had and to celebrate them in many different ways. Cancer Support Yorkshire even use this event to promote the stories of their volunteers on social media, to publicly acknowledge and personally thank these supporters. As the public suffers from rising costs, we’ve mentioned previously that opening up opportunities for volunteering can be a great way to keep new people engaged without the need for cash donations – and how better to retain volunteers than by ensuring that they know they’re appreciated.

Finally, gratitude can be a useful tool in keeping connected with current donors. This week, ShelterBox hosted their own special Thank You Day, where team members contacted donors and supporters to thank them personally for helping in their mission. These calls provide a chance to swap stories, reinforce the great work that organisation has done in the past year, and creates a personal bond between the charity and their donor-base. And in true nfpResearch fashion, we have to suggest that this opportunity can be used to gather feedback. Everything that you can gather from these conversations helps you understand the landscape that you’re operating in; every bit of data helps.

Exchanging gratitude is a phenomenal way to build closeness between your organisation and its supporters and will likely prove to be a key tool in bolstering trust between the public and charity sector once again. Reminding people why they opted to support you in the first place can keep them revved up to stay with you in the coming year, let’s them know that they’re valued, and reminds them that they are a vital part of your community.