Have you ever thanked your donors “just because”?
In my experience, January seems to be the quiet after the end-of-year storm for solicitations and other mail. So it’s a great time to start the year off right with some gratitude – the best kind, no strings attached.
When I’ve done this, I’ve gotten thank you notes and calls from my donors. I guess they’re not used to being thanked without another request, or when it’s not for a recent gift. If you’re looking for an easy way to delight your donors, this is it.
What is it? A thank you letter. Personalized and sent to your donors. Thanking them for being supporters. Not for their recent gift. (You’ve already sent a great thank you letter, right?) And not a solicitation.
Thanks. Just because.
Kick it up a notch and segment your list a little. Has she been giving for years? Tell her how much you value her loyalty.
Did he just make a gift in response to your end of year request? Mention it, and how much it meant.
Was her last gift very generous? Did he enroll in your monthly giving program? Tell them why their generosity matters.
Talk about the wonderful things your donor has accomplished.
Here’s the key. This will fall flat if you play it safe. So don’t. Be emotional. Effusive, even. Don’t worry about sounding corny. Don’t only talk about the impact of their giving. Tell them how amazing they are. And mean every word of it.
I had success using a slightly different envelope and letter size than usual. It stood out from our normal communications. The letter should be signed by someone with a connection to your donors – your CEO, or your board chair. Or maybe that person is you. Don’t consider who is most important to your organization – think about who will make your donors happiest.
So – short letter, very emotional, very grateful. No ask, no return envelope. Just thanks.
The Other Bottom Line says
January 13, 2015 at 2:12 pmLove this Mary. In a previous job, I made it a goal to connect with 5 donors a week in this way; sometimes a personal note, sometimes a phone call, sometimes to send an article I read that made me think of them.
Diana
Mary Cahalane says
January 13, 2015 at 2:17 pmI think the key is that little extra and unexpected thanks. Unfortunately, donors have gotten used to being treated kind of badly. Doesn’t take much to change that!
greatergoodfundraising says
January 13, 2015 at 2:21 pmI totally agree with this piece, Mary. I have often said, “You can never than enough, but you can ask too often.” Donors want to be thanked for their generosity, and acknowledging them for their kindness keeps them involved with your organization. Appreciation can be shown in a number of ways, and many, if not most don’t want expensive gifts for their support. A heartfelt note, a simple call expressing thanks, and an occasional email will do that.
Mary Cahalane says
January 13, 2015 at 2:55 pmYes! Human stuff – not tote bags – genuine appreciation means so much more!
Michael J. Rosen, CFRE says
January 13, 2015 at 8:01 pmMary, you’ve made a terrific suggestion. The unexpected thank-you note will be memorable and meaningful to recipients. In addition to thanking folks for their support, I think it’s important to thank them for caring. When expressing this in person, I’ve actually seen the look of surprise on the faces of donors. They expect to be thanked for their donations and support; they don’t expect to be recognized for caring.
Mary Cahalane says
January 13, 2015 at 8:35 pmExactly! Who doesn’t want to be valued for who they are as well as what they’ve given?
Thanks, Michael!