Small Actions have Big Ripples
Since making the switch to the nonprofit sector, I have learned again and again that the smallest actions can have the biggest ripples. It has been my experience, that one action with the biggest ripples is gratitude. Recently, I came across a quote attributed to Aristotle:
“To give away money is an easy matter and in any man’s power. But to decide to whom to give it and how large and when, and for what purpose and how, is neither in every man’s power nor an easy matter.”
Throughout the world, there are men and women working hard to make a
difference. In order to do this, many have started nonprofits. Often, nonprofits of all sizes are trying to connect with donors with the hope that they will donate to their cause. However, many nonprofits are sabotaging their efforts by overlooking the small but powerful action of gratitude.
The following is an experience shared by Melodie Durfee, Legacy’s President & COO. As you will read, the small action of sincere gratitude can have big ripples.
Small Actions
“As a foundation, a donor requested that we research and recommend several charities supporting a specific cause . From the pool of recommended charities, The AZ Center for the Blind and Visually Impaired (ACBVI) was one of several organizations selected to receive a grant. Out of all of the organizations who received grants, only the ACBVI responded with a genuine “thank you”. Sadly, some organizations didn’t respond at all. Others merely added the grantor to their mailing list and sent requests for additional funding. However, the ACBVI not only said thank you, but they invited the donor and Legacy to come and see the good being done with the donation.
Big Ripples
When the donor reviewed the responses from all of the grant recipients it was clear which organization would receive additional funding. The other grant recipients had programs that were making valuable differences in the community. However, they failed to use the donation as an opportunity to build a connection with the donor.
The AZ Center for the Blind created a strong emotional connection with their cause through the simple act of sincere gratitude.
When the donor had additional funds to grant, giving to the AZ Center for the Blind and Visually Impaired was a simple choice. It is the small things that make the biggest difference to donors. No matter how life-changing, wonderful, and impactful a cause is, people won’t know or care to support it unless you incorporate gratitude and connection.”
Missed Opportunities
As shown by this experience, the ripple effect due to the lack of gratitude cost the other charities precious funding. However, the AZ Center for the Blind and Visually Impaired experienced the positive ripple effect that followed a small action of sincere gratitude.
A sincere expression of gratitude will do more to promote and propel a charity than any appeal or fundraising campaign. Gratitude is the missing link between passive one-time donations and loyal long-term giving.
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