You have an ambitious, but attainable, fundraising goal. You have a carefully crafted message strategy. And you have myriad tactics in place to begin your campaign. Whether you are implementing the most recent version of an annual giving effort or launching a capital campaign that has the potential to forever change the future of your organization, there are two small, but powerful, words that should be included in your campaign vocabulary.

Thank you.

It’s not uncommon for organizations to be so focused on strategies and tactics that they forget the impact of expressing their gratitude. We’re convinced it can be the difference between reaching and exceeding your goal.

We’ve always known this. And throughout the years, we’ve taken extraordinary measures to include a Thank You strategy in our planning process.

Several years ago, in an annual report of philanthropy we created on behalf of one the country’s leading pediatric hospitals, we listed the names of every single donor who made a gift to the campaign. It took 56 pages, with seven columns of names in eight-point type per page. The response among their donor audiences was overwhelming. In fact, many people made additional gifts after seeing their name in print.

I’ve been reminded recently of just how powerful the words thank you can be.

I am chairing the Development Committee as a member of the Capital Area Humane Society Board of Trustees. The organization is beginning their most ambitious fundraising effort in recent history. Part of my responsibility was to call people who had recently made a gift to learn more about what motivated them to give. I initiated every one of those conversations with a “thank you.”

Once the people on the other end of the call realized how grateful we were for the gift they made, they opened up and provided valuable data regarding why they gave and why they would give again. I completed those calls wishing I had more of them to make. We not only learned a lot, but we also strengthened the relationship between the Humane Society and some of its key donors.

It was one of those reminders that occasionally gets dropped in the equation. Thank you can’t be something you say when the campaign is over. It’s something you should say every day. From the day your campaign is launched. To the day the goal is met. And, hopefully, exceeded.

Rick Carey is a principal and creative director at CPV.