Gratitude Is More Than Saying “Thank You”
- Shanon Pettibone
- Apr 2
- 2 min read
Gratitude in nonprofit work goes deeper than donor acknowledgments and year-end repo
rts. It’s not just a transaction—it’s a mindset. It’s a way of leading and showing up that values people, process, and purpose.
It shows up in how we:
Celebrate small wins, not just big ones
Thank a colleague for showing up early or staying late
Acknowledge volunteers not just for their hours, but for their heart
Recognize community partners for their collaboration—not just their resources
Offer ourselves grace for the work we’ve done, even when it’s not finished
When we lead with gratitude, we create a culture where people feel seen, supported, and motivated to keep showing up.
Why It Matters (Especially Now)
Many nonprofits are operating under intense pressure—tight budgets, overworked staff, and the constant need to do more with less. According to a 2023 report from the National Council of Nonprofits, retention and morale are ongoing challenges across the sector.
Gratitude doesn’t erase those challenges, but it does help buffer against them. Studies in organizational psychology have shown that employees who feel appreciated are more engaged, less burned out, and more likely to stay long-term.
And it’s not just about staff—volunteers, funders, partners, and even clients respond to cultures that value relationship over transaction. Gratitude builds trust. And trust builds resilience.
Where to Start: Simple Ways to Practice Gratitude in Your Organization
You don’t need a formal program or a budget to start shifting toward a culture of gratitude. Like most meaningful changes, it starts small:
1. Build Gratitude Into the Everyday
Begin staff meetings with a “small win” or a thank-you. Leave a sticky note on a colleague’s desk. Send a quick “thinking of you” email to a volunteer. Normalize naming what’s going right.
2. Acknowledge the Invisible Work
Not all contributions are public. Someone cleaned out the supply closet. Someone stayed calm during a crisis call. Someone stepped up quietly. Recognize those things—they hold your mission together.
3. Say Thank You With Specificity
“Thank you for your help” is nice. “Thank you for jumping in at the last minute and handling that call with such kindness” is better. Specific gratitude shows you see people fully.
4. Celebrate Progress, Not Just Outcomes
Sometimes the project is messy. The event had hiccups. The numbers didn’t land where you hoped. It’s still progress. Honor the effort. Gratitude for the process keeps people going.
5. Include Yourself
You are part of this ecosystem, too. Notice what you’ve done well. Give yourself credit. Gratitude isn't just outward-facing—it’s a practice of internal permission and care.
Gratitude Is a Culture Builder
When gratitude becomes part of your culture—not just a checklist—it starts to change everything. It brings joy back into the work. It strengthens bonds between team members. It makes hard seasons more bearable and good seasons more meaningful.
It reminds everyone why they showed up in the first place.
At Pacific Willow Consulting, I believe gratitude isn’t a soft skill—it’s a strategic asset. When we build it into our leadership, our funding strategy, and our team dynamics, we create organizations that are more sustainable, more connected, and more human.
If you’re working to shift your internal culture or lead with more heart, I’d love to support your journey.
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