Thank You Letters

Thank you letters are one way to demonstrate to your donors that you appreciate their generosity. “Thank You” may be the two most powerful words in fundraising. The art of thanking people isn’t really an art at all. It is a necessity, a courtesy and is one of the most enjoyable parts of fundraising.

Your Top Five Tips

Be Speedy!
Acknowledging a donor within 48 hours of their gift not only demonstrates your organization’s efficiency but also gives the individual that “warm fuzzy” feeling (hopefully the same one they got when they made the gift to your organization). It also enforces to the donor that your organization is competent which will increase the likelihood of a repeat gift.

Be Accurate!
The letter serves as a tax receipt of the donors financial contribution (if your organization is a 501c3 organization and the gift is truly tax deductible). The critical parts to remember are the date of the gift, the amount and if there were any goods or services made in exchange for the gift. If this is the case, you can use the following language: “Thank you for your gift of $100. $50 is the fair market value of the luncheon (or whatever the donor received) and $50 is your tax deductible amount.”

Explain the Good
Why do people give? There are countless reasons. Some are to meet a need in the community, because it makes them feel good, they have the ability, or it is a family tradition. Your letter needs to explain the “what”. What will their money be used for? In other words, “explain the good”. What's the good? It could be new equipment, upgraded uniforms, new staff, supplies for enrichment programs, etc. Give the donor a tangible explanation of the “good” from their gift. They love that!

Be Personal
Oh for goodness sake, DO NOT WRITE “DEAR FRIEND” in the salutation. That’s not OK! The donor personally wrote you a check or took the time to make a gift to you online so you need to be sure to acknowledge the person by their first name. If you don’t know them personally, a formal salutation, for example, Dear Ms. Brown, is completely acceptable. Make sure to hand sign the letter and write a PS as well. A PS could be, “Thank you again for your continuing support of (organization name). Your generosity helps us achieve our goals.”

Also, if the letter can be personalized noting something in particular about the donor that is known to the organization the impact will be greater. In this case, the organization really needs to know the donor. For example, if you know a fact about the family, or the donor’s interest, etc. it could be mentioned in the letter. “It was great to see Don and Mary participating in the annual auction this past weekend. Your family’s continued commitment to our organization is reinforced when we see your grandchildren’s involvement. You must be proud of the legacy of philanthropy that you have instilled in your family.”

Or “As we get ready to travel to Mexico in two days for the trip you helped underwrite, I feel compelled to write to you before we leave to let you know that without your generosity this trip wouldn’t have been possible.” If you can integrate these tidbits into your thank you letters you will score big points with your donors. Personal is BETTER!

Don’t Be Greedy
Never, never, ask for another gift in a thank you letter! It is a thank you letter; not a solicitation letter. Thank you letters build goodwill, trust and express gratitude. The habit of giving to an organization is reinforced through these expressions of thankfulness.

Click here to access a Sample Thank You Letter through our Free Tools

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