My milkman can teach us some lessons on welcoming a new customer (or donor). The thank you letters that arrived with my first delivery were so simple, but they made a big impression. It was clear that this company wanted me to feel like I was a part of their community, and they succeeded. I got the feeling that I mattered.

Small businesses and especially nonprofits should take a page out of Madeline’s book and remember that a heartfelt thanks from a real person goes a long way. So often these personal touches are reserved only for the big spenders, and that’s a mistake. Take the time to give genuine thanks to the people who support you. All of them, even the ones that make one small purchase or donation. They matter, and they’ll come back.