Donor thank-you letters are one of the most important tools for creating donor loyalty and for acquiring that all-important second gift. Did you know that 65% of first-time donors don’t make a second gift? 80% of donors say that a thank-you would convince them to make a second donation. That’s why we are sharing with you today, “How to Write Thank-You Letters That Donors Love-Tools & Tips.”
The Elements of a Thank-You Letter
Tell a Compelling Story
Write a heartfelt and emotional story about a particular person who was helped by the donation or, better yet, have the letter come from the person who has been helped. Connecting an emotional story to how the donor’s dollars make an impact on a person or situation will let your donor know that they have made a positive change and their money was used wisely.
For more information on crafting compelling fundraising appeals, read “Copywriting Strategies for Fundraisers – Tools & Tips” The article dives into the keys to crafting compelling appeal letters and emails that will make your donors feel understood, resulting in more donations for your organization.
Make Donors Feel Like They are Part of Something Bigger
Donors want to know that they are a part of something bigger than themselves. Let them know that they are joining others in supporting the cause and are needed to keep the momentum going.
Thank Donors Multiple Times
Make your donors feel loved and appreciated by saying “thank you” more than once in the letter.
Include a Photo
Include at least one heartwarming photo. Photos go a long way toward creating an emotional bond. A closeup of someone smiling, two people hugging, or a group performing a task can help paint a picture. It helps if the subject(s) are facing the camera to allow their emotion(s) to show through. Be sure to use clear high-quality photos.
Give the Donor Opportunities to Join on Social Media
Invite the donor to follow and like all your social media sites, and make sure your social media addresses are readily apparent in your letter. Donors like to feel they belong, and the comradery found on social sites can help do just that.
Include a P.S.
Oftentimes, the P.S. is the first thing your donors will read, so be sure to include a piece of important information. This is also a great place to invite the donor to visit your website and sign up for your newsletter.
Include a Reply Envelope
Consider including a reply envelope with your thank-you letter, without asking for another gift. This can act as a reminder that future donations are welcome. Oftentimes, the donor will keep that reply envelope and use it at a later time.
Get the Letters Out Quickly
Keep in mind that it’s important to get every thank-you letter, for each and every one of your donors, in the mail quickly. A fast turnaround, preferably no more than 48 hours after each donation, is essential for maximum impact. This will not only reassure the donor that their donation was received but also reinforce the fact that the organization cares about their contribution.
Include the Amount of the Donor’s Contribution in the Letter
When thanking your donors, be sure to acknowledge them for the specific amount of money they’ve donated. The thank-you letter becomes the receipt for their donation.
Personalize the Letter
Personalize the thank-you letter with the donor’s name. Also include specific information about the donor, such as an event they attended or a volunteer effort they participated in. For example, if a donation was received to help the victims of a hurricane, make sure the thank-you letter refers to that situation. The targeted information that you include goes a long way toward making a personal connection.
Special Treatment for High Dollar Donors
There are two things you should consider when thanking high-dollar donors. First, when thanking a long-time donor or a very high-dollar donor, consider sending a handwritten note. If appropriate, ask the executive director or president to write it. Second, extend a written invitation for the donor to visit. An invitation to high-dollar or frequent donors to take a tour of your facilities is often appreciated and demonstrates your transparency for the work you do.
Writing thank-you letters is an important strategy used for retaining donors and creating donor loyalty. If you’re not sending them you’re missing out on creating an important bond with your donor – one that will result in continue donations for your organization.
Contact Write Choice Marketing for help creating donor responsive thank-you letters.
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Write Choice Marketing—Helping nonprofits maximize donations through compelling copy, engaging content, and donor responsive strategies that get results. We offer creative, cost-effective fundraising and marketing solutions.
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