The Art of Saying Thank You
A Simple Letter that Can Accomplish a Lot
by Susan Goodman
When it comes to writing thank you notes to donors, is your organization on autopilot? Instead of being employed as the valuable cultivation tools they can be, they are often seen as a formality—not much more than a tax receipt. Yet, this simple, little dispatch can become one of the more valuable instruments in your fundraising repertory, if deployed properly.
Focus on the Donor
One of the more costly mistakes is providing information about your organization—its mission and news—without immediately bringing the donor’s role into the conversation. “Your message should come across loud and clear,” says Ellen Rudley, chief development officer at Safe Horizon, a New York nonprofit that provides support and promotes justice for victims of crime and abuse, “but the way you position your organization’s message within the letter is key.” Begin with the donor, she suggests, making it clear from the outset that their contribution has made a real impact. The donor will be that much more receptive to your message.
Make It Personal
Often the thank you note is the most intimate way you will communicate with your donor. A hand-written note, (even if it is just a custom message on a computer-generated letter), makes your connection that much more personal. “Donors really appreciate and remember them,” says Rudley. Of course handwritten or hand-signed correspondence is not always possible. Your organization’s size will determine whether it’s feasible. Handwritten or not, taking the time to communicate meaningfully with the donor in these letters is paramount. It’s one of the best ways to brand effectively and memorably with the donor.
Be Accurate
For mid-level donors, a letter may be the only form of recognition they receive— it’s their version of a plaque. So finding a way to make them feel good about their contribution is crucial. If the donor has given to a particular seasonal appeal, make a point of tying in your letter’s message to that appeal—as much as is manageable. Give them a progress report on the way their funds are being put to work. If you refer to an event, make certain that the donor was there!
Remember to Say Thank You
Showing and telling your donors how their contributions have been and will be used to accomplish your valuable goals is vital to retention. But, don’t forget to just say thank you. Whether at the beginning or the end of your note, those two little words can contribute immeasurably to fundraising success.
Susan Goodman is principal at Susan Goodman Communications, a New York marketing communications firm specializing in creating materials for nonprofits that better communicate their areas of expertise
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