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“Don’t forget to say ‘Please’ and ‘Thank You.’” 
I must have heard those words thousands of times as a child. My parents instilled them in me as soon as I learned to talk. And, I’m sure this was the case for most of you as well.
As fundraisers, we excel at saying “please.” However, we might not always remember to say “thank you.” And, in many ways, “thank you” are the two most important words in fundraising. They are essential to any successful fundraising program. Here is why...
- Recognizing a donor for their generosity further strengthens your relationship with them. By simply saying “thank you,” you make the donor feel appreciated and confident they made a good decision to support your organization.
- Acknowledging the gift you received increases your chances of receiving additional gifts from the donor in the future.
- By thanking a donor for their gift, you can make them aware of how your organization will use their support and assure them that you are using it efficiently.
- By failing to say “thank you,” you run the risk of losing your donors. After all, would you continue to support an organization that ignores your support?
The following are just a few tips to keep in mind when sending a thank you letter to your donors:
- Acknowledge your donors’ generosity in a timely manner. Send your thank you letter within 24-48 hours of receiving the gift, if possible.
- Be sincere and personalize your thank you letter. Make your donor feel good about their gift. For example, mention their gift amount in your response (e.g. “Your recent gift of $25 is deeply appreciated.”).
- Come full circle with your thank you letter by relating it to the appeal your donor supported. For example, if a donor made a gift in response to your newsletter appeal, say something like, “I hope you enjoyed reading your recent issue of <<Name of Newsletter>>.”
- When possible, use a live signature on your acknowledgement letter and include a brief, handwritten message as well. Donors feel more important when they see a letter signed by the CEO or president of the organization they support.
- For donors with email addresses, consider a multi-channel approach. Send a thank you email and a mailed thank you letter. This additional contact strengthens your relationship with donors. It will open up new ways for them to be thanked.
- Provide your donors with an opportunity to get more involved with your organization. Let them know about your Facebook or Twitter pages. Make them aware of upcoming events or volunteer opportunities.
- Your thank you letter can also serve as a gift receipt for your donors.
- Finally, for larger gifts (e.g. $250+), the CEO or president of your organization should consider making a “thank you” phone call to the donor.
Remember, saying “Please” will bring in your initial gifts, but saying “Thank You” will help ensure more gifts down the road!
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