Perhaps philosopher and author James Allen said it best: “No duty is more urgent than that of returning thanks.”

Recent research by the marketing firm of John Grain Associates in the United Kingdom suggests the same, and urges nonprofits to take heed and put more effort into their letters of gratitude.

Professor Adrian Sargeant of the Hartsook Centre for Sustainable Philanthropy, also in the U.K., quoted the study results during the 11th annual Bridge to Integrated Marketing and Fundraising Conference, in National Harbor, Md.

The John Grain research showed:

• The thank you letter was identified as one of the most important communications a donor receives.
• Seven out of 10 people said they had better recall of receiving a thank you letter than an appeal.
• Seven out of 10 people rated their thank you letter as “ordinary/predictable.’’