One Thank You It Takes To Build A Relationship With Donor

397 6 minutes read

You’re probably feeling overwhelmed right now by your never-ending to-do list, thinking about all the emails that need to be answered and all the projects that need to be completed.

Adding something new to that to-do list, especially something that appears to be non-essential, like thanking your donors, may feel exhausting.

However, thanking donors may be the most important task on that list.

Why thanking is important?

The cornerstone of successful donor stewardship is thanking contributors. Donor relationship builds long-term connections, which are the lifeblood of organizations.

Thanking donors generates a sense of belonging and inclusion, which leads to larger and more regular donations.

When it comes to nonprofit fundraising, statistics demonstrate that donor retention is far more significant than donor acquisition.

Thanking donors, in addition to being kind, can encourage future donations and the donor’s continued involvement with your nonprofit if done correctly.

You can express gratitude and honor your donors in a variety of ways.

We’ve compiled a list of tried-and-true ways to express gratitude and foster a lasting relationship with your donors.

Let’s explore major ideas for excellent “thank you” communications before we get into the practical ways to thank your donors:

Timely thank you

While nonprofit professionals have a lot on their plates, sending timely “thank you” should be one of them.

Donors may feel unappreciated or believe your organization is unprofessional if they do not receive a “thank you” after their donation or receive it only 10 days later. As a result, individuals may decide to contribute their money to a different cause.

Authentication and personal thank you

Your donors don’t want to feel as though you’re thanking them merely out of courtesy or obligation. They don’t want to be treated like a number or a name. Keep the human touch in mind when expressing thank you. Your “thank you” should be as personal, humble, and genuine as possible. Make every effort to avoid sending overly general communications.

You’ll have data on every interaction you’ve had with each of your supporters if you use a competent nonprofit CRM. Use that information to build a tailored “thank you” letter with relevant details that will make your donors feel valued.

Explain the impact

Explain the significance of the donor’s gift after saying “thank you.” Share with donors how their donation made a difference in the lives of your beneficiaries using simple and plain terms.

Storytelling will be your best friend when it comes to displaying effect. Instead of bombarding your contributors with facts (while statistics are important), tell them anecdotes about what happened before and after the donation. What was the beneficiary’s life like before your organization got involved, and what is it like now? What was the situation/problem previously, and how does it appear now?

When discussing the impact, focus on the contributor rather than your organization. Donors should see themselves as enablers of your efforts, which is exactly what they are.

Celebrate the donor

Using “you” and “your” instead of “we” or “I” in your speech is a simple approach to start. Count how many times you say “I” or “we” and how many times you use “you” and “your” in a sample of 10 donor correspondence from the last 1-3 months. It will help you determine your position. Then, in future discussions, attempt to replace as many “I” and “we” with “you” and “your.”

Instead of saying “Our group saved 10 acres of land in Brazil this month,” say “Your donation helped in the saving of 10 acres of land in Brazil this month.” Giving credit to the giver is a great approach to deepen your bond with them.

Thank you frequently & regularly

Not only after a donation but regularly, thank your benefactors.

Don’t be concerned about sending too many “thank you” notes. It’s preferable to err on the side of thanks than to give the impression that you don’t appreciate their assistance.

Ways to thank them

Send a handwritten letter

In this digital age, there’s something special about handwritten messages. In a mailbox, a handwritten note will stick out and attract the attention of your donors.

Any time of year and for any event, a meaningful note can be sent:

Following a contribution,
For the birthday of your benefactor
Christmas or another holy occasion
your donor’s giving anniversary in the new year
Any other time during the year to remind your donors that you care!

Anyone in your organization can write the note, and if you want to go above and beyond, include your recipients! When your contributors receive a handwritten note from someone who was helped by their generosity, nothing compares.

You can be as creative as you want to depending on who your beneficiaries are. If your organization is an animal sanctuary, for example, you can incorporate “paw prints” in your handwritten letters!

Make the phone call

When done correctly, phone calls can be an excellent way to express gratitude to your donors.

Prepare a script that your volunteers and team members can follow, but provide room for spontaneous and unscripted calls. The calls should not feel like a chore; otherwise, donors would lose faith in them.

Organize an office tour

Allow donors to visit your offices and see how you work like. It can help your donations feel more connected to your company and like they’re a part of the team.

You can arrange an informal lunch or coffee with the team at the office as part of the tour. Allow for a relaxed and informal atmosphere. You can also show your donors what goes on behind the scenes of putting your programs together as part of the visit.

Naturally, you won’t be able to plan this for all of your supporters, so focus on the upper tiers. You could conduct a virtual tour of your office to incorporate other layers.

Social media and website

A “donor spotlight” on your social media platforms will highlight donors. Request permission from your donation, and if they agree, an image and a testimonial that you can use. Inquire as to why they choose to donate to your organization. Explain why you cherish the contributor’s support in your donor spotlight.

You can also build a special Donor Spotlight page on your website where you can post photographs and brief descriptions of how contributors and volunteers support your work.

Another approach to publicly thanking your contributors is to create a short video on Facebook or Instagram that highlights your top donors and how their contributions are making a difference. Finally, in your yearly report, you can thank your top donors.

Send small gifts

Gifts that are small yet thoughtful can make a great difference.

Send a modest gift with a handwritten “thank you” message. It’s preferable if the donation is directly related to your cause and the positive impact your work is having as a result of your supporters’ generosity. You could create a photo album using photos from the field. Quotes, comments, and statistics can all be included in these photo booklets. Photo booklets make a great end-of-year gift, but they can also be delivered at any time of year.

Framed photographs, coffee mugs, tote bags, candles, hampers, notebooks, novels, and other items can also be sent. You might also strive to make the gifts pertinent to your objective.

For example, if you run an environmental organization, you could send reusable silverware or bamboo toothbrushes to your donors.

You can also send electronic gift cards to your donors. These don’t have to be prohibitively pricey (e.g. you can send a gift card for a cup of coffee).

A welcome package

First impressions are very important for donors too. How a donor’s gift is recognized has a direct impact on whether, when, and how they donate again.

Consider sending a welcome package to your donors to get your relationship began on the right foot. Although a physical gift may not be viable for many groups, each attempt to welcome its donors once they become supporters.

In your welcome package, you can include a variety of items. Begin with a welcome photo, followed by photos from the field displaying your beneficiaries and an impact story.

You might include a little gift and send this by snail mail if you have a larger budget or are sending this to a prominent supporter. You can send this by email if your budget is limited.

If you’re sending a welcome package, make sure it arrives soon after the first donation, praising your donor’s generosity and creating a great donation experience for them.

Make the welcome package as personalized as possible by mentioning the initiative, program, or community that the donation supports. Include a straightforward call to action, such as asking the contributor to inform a friend about your cause.

Have you started donating yet?

The real happiness belongs in sharing, have you started donating? Are you searching for a trustworthy fundraising platform, then visit Giving Accelerator.

There are many other sources through which you can donate, so stop thinking and start donating for the greater cause that will affect someone’s life for good.