I’m sure your grandmother or mother probably stressed the importance of writing thank you notes after receiving a gift. Common etiquette practices advise that you send thank you notes after receiving birthday presents, wedding presents, graduation presents and other gifts. In the same way, your nonprofit must be thanking donors and volunteers who take the time to support your cause. Their time and donations are gifts to your organization, so shouldn’t you be thanking them?
Sending your donors a thoughtful thank you message is one of the most important things your organization can do. Thank you e-mails can make a big impact on your donors, and timely, genuine thank you’s will encourage donors to give again.
Here is a look at the anatomy of a great email thank you:
1. Be timely
Timely, prompt thank you emails assure your supporters that their work or donation was noticed, received and appreciated, in addition to indicating that your nonprofit is on top of things. Send a thank-you email within two days to two weeks, with an average of less than a week. Online donors should receive a thank you email from your fundraising platform immediately after giving.
2. Make it personal
Personalizing your emails will help donors feel more appreciated and willing to consider donating again in the future. Avoid using “Dear Donor” or “Dear Supporter”. Always address one or multiple donors’ names in salutation.
3. Make it warm and inviting
The message of your email should be warm and inviting. Use a friendly, casual tone, as well as first and second person pronouns. Be sincere and try to connect with the supporter, rather than just talk at them.
4. Reiterate your cause
Remind your letter recipient what his or her donation will be used to achieve. Create an emotional tie between money and service. Briefly, share how your nonprofit is helping the community or demographic.
5. Let them know their value
Include the percentage of each dollar that goes directly to activities that support your organization’s mission. Let your supporters individually know how their donation has helped.
6. Encourage further engagement
Invite your donors to stay up-to-date with your organization’s and get more involved by including information for e-newsletter sign-up, social media accounts, upcoming events, etc.
Thank you emails are a great way to further engage your supporters and show your appreciation, all the while leaving a lasting impression. Take the time to craft personal, timely and inviting thank you emails.
