by Susanna Fontenot

Names matter.  

Names hold history, identity, and meaning. They are how we introduce ourselves to the world, how we connect with others, and how we feel seen. Yet in the busyness of life and work, small but significant details – like correctly spelling a name – can get overlooked. 

This year, not one, but two of my clients misspelled my name on my tax documents. Now, I get it – mistakes happen, and I am not taking it personally. But what struck me was that I had spelled my name correctly in my paperwork, in my emails, and throughout our work together.  

These weren’t just typos; they were missed opportunities to fully acknowledge a relationship and get things right the first time.  

So that got me thinking – how often do nonprofits do the same thing with their donors? 

Little details have the power to make a big difference. 

Nonprofits work hard to engage their supporters, but sometimes, the seemingly minor details chip away at the sense of connection they strive for. Details like misspelling a donor’s name, sending a generic thank-you, or addressing them incorrectly – those details matter. 

When someone donates, we can consider that a buying decision – they’re investing in a cause they care about. They’re saying, I see this work, I believe in it, and I want to be part of it. In return, they want to be seen, too. 

Knowing whether a donor prefers to go by Angela or Angie matters. Knowing whether a newly married donor has kept their maiden name or hyphenated with their spouse matters.  

Missteps like incorrect names in emails, repeatedly asking someone who just gave, or generic messages instead of personalized acknowledgments send an unintended message: You are just another name in our database. 

Names matter because people matter.  

Beyond the personal connection, getting things right the first time saves time and money – two resources nonprofits can’t afford to waste. A misspelled name might seem minor, but it can create a ripple effect of inefficiencies like extra admin time to fix mistakes, missed connections with passionate supporters, and a loss of trust over time. 

Therein lies the opportunity to take stewardship a step further.  

What can nonprofits do to make sure they get the details right and make their donors feel seen? 

• Double-check details. When entering donor information, setting up tax receipts, or sending a thank-you, take a moment to ensure accuracy. A little pause now saves big fixes later. 

• Use the name they gave you. If a donor signs “Elizabeth” but your software automatically changes it to “Liz” in the database, or if they prefer “Dr. Jones” but you call them by their first name, you risk alienating them. Honor their preference. 

• Personalize communication. Even with automation, we can make stewardship personal. Reference past gifts and acknowledge specific ways a donor has engaged. 

• Perhaps most importantly, pay attention: listen and adapt. When you meet someone, ask how they pronounce their name. If you don’t hear it, ask again. If a donor corrects you (or offers insight into how they prefer to be recognized) update your records. These are small but powerful ways to show respect. 

• Approach donor stewardship like relationships, not transactions. The best donor relationships are built on care and appreciation, not just efficiency. Taking time to see your supporters deepens their connection to your cause. 

Let’s get it right, every time.  

In my case, the misspelled tax forms were frustrating but fixable. In nonprofit work, however, repeated mistakes in donor recognition and communication can add up, making supporters feel unimportant or unseen. 

Taking the extra step toward accuracy and personalization isn’t just about professionalism – it’s about honoring the people who believe in your mission. And when donors feel valued, they stay engaged, give again, and become champions for your work. Who doesn’t want folks like that in your corner? 

The next time you send an email, a thank-you, or a tax receipt, take a moment to ask: Are we getting it right? Are we making our supporters feel seen? 

Because in the end, the details aren’t just details. They’re the foundation of meaningful, lasting relationships.