You’ve probably thought, as I have, “There’s just not enough time!”

Several years ago my wife and I were grateful we could take my parents to Viña del Mar, Chile. One of my favorite photos of all time is of my mom and dad standing in front of the Reloj de Flores. The city’s flower-themed clock was built in honor of the 1962 World Cup. With its minute and hour hands spanning to ten feet, that clock is big!

“Finally … ” Staring at the huge clock, we laughed together at my dad-joke: “LOTS of time.”

I was consulting with The Salvation Army’s South America West Territory. It was important work, and I was committed, particularly because I had grown up in The Salvation Army where my dad was an Officer.

In considering the Chile trip, I had to balance priorities. Going by myself would have been more “expedient.” Especially since, “There’s just not enough time!” On the other hand—and with 20/20 hindsight—the return on investment was incalculable.

That decision always reminds me that, while “there’s never enough time,” there’s always time to do the most important things.

For fundraisers, one of the most important things is thanking donors.

Whether it’s picking up the phone, writing a note or planning to meet, you will never regret deepening donor relationships.

I read an article once that said, at that time, only 27% of nonprofits’ first-time donors gave a second gift. Nearly two-thirds dropped out!

So, while working with The Salvation Army, we determined to be intentional with our donors, including first-timers. We recruited retired Army Officers to call supporters and say, “Thank you.” Our goal was to make meaningful calls, not “as many calls as possible.” The motivation wasn’t to ask for anything, it was to express sincere gratitude. Not only did we receive strong appreciation from donors, but—after sharing the impact of the gifts with callers—our volunteers also felt more connected to the mission.

As you might expect, our giving tracked up significantly after those calls.

No, we didn’t have time to do it, but we did it anyway. It was the right priority and the best investment of our time.

Don’t wait to have time to do the right things—like thanking donors. Set your clock, and make time. In doing so, you will unleash the power of philanthropy for you, your donors, volunteers and those you serve.