When I think about what sets The Salvation Army apart, it’s not just the breadth of services or the deep community roots. It’s the heart. The personal connections. The mission-driven work that starts with meeting people where they are.
In fundraising, that connection begins with stewardship.
At RKD Group, I have the privilege of working with all 10 divisions in The Salvation Army’s Eastern Territory. I’ve been doing nonprofit agency work for more than a decade (with a brief, inspiring detour at the Sisters of Mercy), and one truth remains clear:
When we lead with authentic gratitude, donors stay committed longer, engage more deeply and give more generously.
In this blog, I want to share how technology can help you make meaningful donor relationships even stronger through the simplest of gestures: thank-you calls and handwritten notes.
Why gratitude isn’t just polite—it’s strategic
We’ve long known that donors want to feel seen and appreciated. But in today’s landscape, where digital noise is louder than ever, a personal “thank you” goes a long way in building lasting trust.
With support from tools like Nimble Connect, you can bring that personal touch to scale—connecting live ambassadors with donors to express sincere thanks, offer a listening ear and even collect prayer requests.
No donation ask. Just appreciation. And it works.
In fact, our recent initiative with four Salvation Army divisions—Empire State, Northeast Ohio, Northern New England and Southwest Ohio—showed just how powerful these calls can be. Among 0-18-month donors who received a live thank-you call, we saw a 105% lift in response compared to those who weren’t contacted.
That’s more than double the engagement. Even a voice-broadcast message from the commanding officer resulted in a 94% lift.
Those numbers aren’t just stats—they represent real relationships strengthened through gratitude.
The strategy behind the stewardship
At first glance, a thank-you call or handwritten note may seem simple, but the strategy behind it is layered and intentional.
We started with sustainers—those loyal monthly givers who form the backbone of so many programs. The calls weren’t scripted fundraising pitches. They were moments of connection, offering donors a chance to feel seen, ask for prayer or speak directly with someone at The Salvation Army, if needed. We made sure all prayer requests and comments were shared with each division to continue the relationship on a deeper level.
We’ve now expanded this approach to include recent donors, and in some divisions, high-value donors are also receiving handwritten notes. While cost can be a factor, especially with handwritten mail, we’re already seeing second gifts coming in from those who received the notes. That return speaks to the power of intentional, thoughtful communication.
Looking ahead
Building donor relationships has always mattered, but in 2025, it’s absolutely essential.
Donor acquisition is getting more expensive and less predictable. Mail and list costs are rising, response rates in acquisition campaigns are declining, and skepticism toward organizations continues to grow.
The best response? Work toward retaining the donors you already have. And keep them engaged—not just with appeals, but with gratitude, relevance and sincerity.
That’s where Nimble Connect shines. It combines the warmth of a real human voice with a smart, scalable approach. Whether it's live ambassador calls, voicemail drops from divisional leaders, or follow-up notes after a prayer request, these touches add up to something powerful: trust.
We’re still early in this journey, but the signs are promising. Divisions are already expanding their use of Nimble Connect. We’ve seen lifts in second-gift rates, retention improvements and overall healthier donor files. But more importantly, we’ve heard from donors themselves—people who feel appreciated and connected to something bigger than themselves.
For any Salvation Army division—or any nonprofit for that matter—looking to build stronger relationships, the message is simple: Never underestimate the impact of a thank-you.
With the right strategy and the right technology partner, gratitude can become your strongest fundraising tool.
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