Though a generic thank you note is adequate for the middle school party circuit, it’s not okay for donor communications. And yet adult versions of this one-size-fits all acknowledgment continue to proliferate our mailboxes—an astonishing amount written by those of us in the business of THANKING DONORS.

Nonprofits are masters at talking about themselves. But donor stewardship and engagment requires us to reframe communications to be donor-centric: knowing who our donor is and embracing them as the hero of our organization’s story. Our language should talk directly to the donor and encourage their motivations for giving.