Donors give to nonprofit organizations for a variety of reasons that range from personal beliefs to tax benefits. No matter what the motivation, a thank you letter is an expected part of the exchange. By going beyond a standard form letter to create a meaningful, personalized missive, your organization can give thanks, build relationships, and make donors feel wonderful about the giving experience.
Importance of Thank You Letters
The thank you letter is a crucial part of the donor-donee relationship. It acknowledges a gift and expresses genuine gratitude for the donor’s sacrifice. In the short term, the letter makes the donor feel good about helping a worthy cause. In the long term, it reinforces the emotional connection to your organization and helps build a lasting relationship.
When to Send the Donation Letter
When it comes to thank you letters, timing is everything. It’s important to get letters out as soon as possible after a donation is made. A fast response has a variety of benefits for your organization’s continued relationship with the donor: it reassures donors that their contributions arrived safely, acknowledges the gift while it is still at the forefront of donors’ minds, and enhances the spirit of goodwill before it fades.
Tone and Style
The tone of a thank you letter has a powerful influence on your donor’s emotional reaction. An overly formal or businesslike tone creates distance, while a casual and friendly tone breeds familiarity. This positive feeling can impact future donations and engagement with your organization. Aim for language that is conversational and professional; this creates a positive connection and reassures donors that their money is well spent. Where possible, try to avoid confusing jargon.
All thank you letters should contain standard identifying details. In addition to the donor’s name and address, it’s a good idea to include the dollar amount for financial verification purposes. When choosing a person to sign the letter, select the highest-ranking employee or board member. In most cases, it’s best to send thank you letters on official letterhead. Make it easier for donors to connect with your organization by including a variety of additional contact methods, such as:
- Website URL
- Development director’s personal email address
- Facebook, Twitter, or Instagram details
- Blog URL
A thank you letter provides an invaluable opportunity to help a donor feel emotionally connected to your organization. To that end, the most important part of the letter is the explanation of how the donation helped someone or something. A great impact statement draws a direct line from the gift to a positive result. For example: “We’re so grateful for your gift of $100. Thanks to your generous support, two local children have warm winter coats, hats, and gloves to see them through the winter” or “Your generous gift helped us fund the Animal Rescue program, which purchases food for the South Animal Shelter. Thanks to your support, the shelter is providing a loving home for more than 50 rescued and abandoned animals.”
Build a Continuing Relationship
After you’ve made the donor feel great about the gift, it’s time to make the most of the positive feeling by asking for feedback or offering opportunities for further engagement. The trick is to offer a quick, easy option as well as a more time-intensive suggestion. Positive, encouraging phrasing helps the donor feel needed without pressure: “Visit our Facebook page to see photos of the animals your donation supports. If you’d like to meet the pets in person, we’d love to have you at our South Animal Shelter dog-walking extravaganza on Jan. 12.”Donor records can help you select opportunities that resonate with the individual. If the person has contributed to a variety of educational initiatives, for example, you might invite him or her to a school-supply packing event.
Templates and Personalization
If your organization receives a large number of donations, a template can save time and free your staff to focus on putting the money to good use. A template standardizes the layout and content, ensuring a consistent communication experience. It is merely a jumping-off point; by personalizing the content, you can be efficient while still tailoring each message to the individual.
For nonprofits with limited resources, it’s not always prudent to allocate funds for paper, envelopes, and postage. Large donations always merit a phone call and/or printed thank you letter, but if you have a tight budget, consider less costly alternatives. Email is an excellent option for small donations. Hyperlinks in the body of the letter make it easy for donors to access specific program pages or online donation forms, and the signature section is a convenient spot for website and social media links. Powerful thank you letters can transform a donor’s relationship with your nonprofit. By personalizing the content and explaining the impact of each contribution, you can increase the likelihood of repeated giving.