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.