Thanking your donors is just as important, if not more important than fundraising. Yet many organizations spend a lot of time putting together a fundraising campaign and treat thanking their donors as an afterthought.
We’re still in a time of uncertainty. While some people have been generous over the last two years, we don’t know how long that will continue.
Prioritizing gratitude and donor relations will help. If you don’t do a good job of thanking your donors, as well as building relationships throughout the year, you’ll have a hard time getting people to people to donate again, which is one of the keys to your success.
This is why having a thank you plan is crucial. It’s not only important when you’re running a fundraising campaign, but also during the “between times.”
Many organizations just thank their donors after they receive a gift and then disappear until the next fundraising appeal. Your donors deserve better than that.
Thanking your donors is something you need to do throughout the year – at least once a month, if you can. A thank you plan will help you stay focused on gratitude all year round.
Here’s what you need to include in your thank you plan.
Plan to make a good first impression with your thank you landing page
Your landing page is your first chance to say thank you and it shouldn’t resemble Amazon checkout. It should make a person feel good about giving a donation.
Open with Thank you, Susan! or You’re amazing! Include an engaging photo or video and a short, easy-to-understand description of how the donation will help your clients/community right now. Put all the tax-deductible information after your message or in the automatically generated thank you email.
If you use a third-party giving site, you might be able to customize the landing page. If not, follow up with a personal thank you email message within 48 hours.
Plan to write a warm and personal automatic thank you email
Set up an automatic thank you email to go out after someone donates online. This email thank you is more of a reassurance to let your donor know you received her donation. You still need to thank her by mail or phone.
Just because your thank you email is automatically generated, doesn’t mean it needs to sound like it was written by a robot. Write something warm and personal.
Give some thought to the email subject line, too. At the very least make sure it says Thank You or You did something great today and not anything boring like Your Donation Receipt or Donation Received. And please stop using words like transaction and processed. A donation is not a transaction. It’s the start or continuation of a relationship.
Plan to thank your donors by mail or phone
I’m a firm believer that every donor, no matter how much she’s given or whether she donated online, gets a thank you card or letter mailed to her or receives a phone call.
Try to thank your donors within 48 hours or within a week at the latest. It might be hard to do that right now, but it will be easier if you plan to carve out some time to thank your donors each day you get a donation. Remember, thanking your donors should be a priority. If you wait too long, you’re not making a good impression.
Instead of sending the usual generic thank you letter, mail a handwritten card or call your donors. Making thank you calls or writing thank you notes is something your board can do.
Find board members, staff, and volunteers to make phone calls or write thank you notes. Come up with sample scripts. You may want to conduct a short training. Make sure to get your team together well before your next fundraising campaign so you’re ready to go when the donations come in.
Here’s a sample phone script, which you can modify for a thank you note/letter/email.
Hi Ben, this is Laura Kramer and I’m a board member at the Riverside Community Food Bank. I’m calling to thank you for your generous donation of $50. Thanks to you, we can continue to provide neighborhood families with healthy food. This is great. We’re seeing more people come in right now because of rising food costs, so we really appreciate your support.
You’ll stand out if you can send a handwritten thank you card. I get a few of these a year and they tend to come from the same organizations, which shows you what they prioritize!
If you can’t send handwritten cards or call all your donors, send them a personal and heartfelt letter. If you’ve been using the same letter template for a while, take time to freshen it up. Don’t start your letter with On behalf of X organization, we thank you for your donation of….
Open your letter with You’re incredible or Because of you, the Sanders family can finally move into their own home. Create separate letters for new donors, renewing donors, and monthly donors.
Add a personal handwritten note to the letter, preferably something that pertains to that particular donor. For example, if the donor has given before, mention that. Hand sign the letters, if you can.
Let your donors know how much you appreciate them and highlight what your organization is doing with their donations.
In addition, write your thank you letter at the same time you write your appeal letter. Make sure they’re ready to go as soon as the donations come in. Don’t wait three weeks.
Plan to keep thanking your donors all year round
This is where having a thank you plan makes a difference because as I mentioned before – thanking your donors is something you must do all year round.
You can use your communications calendar to incorporate ways to thank your donors, but why not go one step further and create a specific thank you calendar?
Remember to try to say thank you at least once a month. Here are some ways to do that.
- Send cards or email messages at Thanksgiving, during the holidays, on Valentine’s Day, or mix it up a little and send a note of gratitude in June or September when your donors may not be expecting it. Try to send at least one or two gratitude messages a year by mail, since your donors will be more likely to see those. And you don’t need a holiday or special occasion to thank your donors. Thank them just because….
- Invite your donors to connect with you via email and social media. Keep them updated with accomplishments and success stories, as well as how the current situations are impacting your work. Making all your communications donor-centered will help convey an attitude of gratitude. Be sure to keep thanking your donors in your newsletter and other updates. Emphasize that you wouldn’t be able to do the work you do without your donors’ support.
- Create a thank you video and share it on your thank you landing page, by email, and on social media. Go one step further and personalize it.
- Send a warm-up letter or email about a month before your next campaign (no ask). This is a great way to show appreciation BEFORE you send your appeals.
- COVID makes it tricky to plan an open house or tours right now, but you could do something virtual to let your donors see your nonprofit up close and personal. Also, a virtual gathering or tour may be easier to pull off.
- Keep thinking of other ways to thank your donors. You can repeat some of the ones listed above over the year.
The tactics that work best are going to differ for each organization. I would definitely send something by mail a few times a year. Email and social media may not be as successful, especially if your donors don’t use electronic communication very much. You could survey them to find out their communication preferences, as well as their interests. This will help with your engagement.
Creating a thank you plan will make it easier to keep showing appreciation to your donors all year round. You need your donors right now, so don’t hold back on that always-important gratitude.