Donor appreciation is an ongoing and important aspect in our line of work. It can take many forms from simple to complex. It can seem overwhelming. It can seem like a major time-suck. But, donor appreciation is absolutely vital. The truth is that appreciation does not need to be complex, grand or time intensive. What it must be is personal, relevant and donor centered.
Though you should be personal, relevant and donor centered in all forms of appreciation, I have illustrated how to use these three keys when writing thank you notes.
Personal
A form letter stating “thank you for your gift of $30.00” with the standard IRS language at the bottom is necessary, but it isn’t an actual thank you – it’s a ticking off of a box.
A thank you is personal and sincere. Thank yous should make the reader feel good about what they have done because what they’ve done has made someone else feel good. Thank yous reinforce the feeling that the reader is part of something.
Relevant
Being relevant means directly acknowledging the donors gift in a timely manner. Thank yous show the connection between the gift and the impact.
Donor Centered
Being donor centered does not mean being sycophantic, that’s demeaning and won’t win you any support. Instead, put your donors in the center of your communications and your successes. Thank yous make readers feel as if their participation has made a lasting change in someone else’s life.
Notice how all three sound rather similar? That’s because they are…and that makes your life easier. Thanking a donor does not need to be time-consuming. Three lines written on a notecard takes five minutes tops, but will have a lasting impression on the person who receives it. If you make those three lines convey how the reader has been part of something, then you’ve succeeded in making their day. And making their day will make your mission successful.
Take away: Make donors feel as if they are a vital part of your organization, not just casual observers.
Give.Gratitude. 