Why it is Important To Write A Thank You Letter To Your Donors
1. Expresses gratitude
“Gratitude” is defined as “the quality of being thankful and showing appreciation.” Gratitude is powerful. It is substantially and persistently linked to increased happiness. Expressing gratitude towards donors will develop positive emotions related to your organization within them, and will help foster a strong relationship between you and them. Donors that do not feel adequately appreciated are less likely to return for a follow-up donation; according to Penelope Burk’s book “Donor-Centered Fundraising”, 85% of donors would donate again if they received a personal thank you letter.
2. Makes them feel part of the cause
One of the effects of donating is gaining positive feelings of generosity associated with giving as a group to a cause bigger than yourself. By thanking donors you remind them that they helped raise the funds that your organization needed and that they are a part of your community. It reminds them of the impact that they made, and the people that they have helped.
3. Develops a relationship
Positive interactions between your organization and your donors strengthen the development of a relationship between the two. Expressing gratitude and making your donors feel appreciated is one such positive interaction.
How to write a donation thank you letter
The goal of a donation thank you letter is to remind supporters of the value their contribution adds to your organization and encourage them to keep supporting your cause.
Introduction
The introduction of your letter should express your gratitude and make your supporters feel appreciated. Start it off with some personalized acknowledgement and a statement of thanks to set the tone of the message. You can do this by using the donor’s name, donation amount, history with your organization or any of their recent interactions with your organization. By using personalized language, your supporters will get the impression that you wrote this letter, especially for them, instead of using a generic template.
Body
The body of your letter should be dedicated to deepening your relationship with your donor. It should highlight and showcase the impact that your donor’s gift has brought about. You can do this by sharing success stories of what your organization has accomplished, you could have a short impact story about how their donation helped a specific person, or you could outline the resources that your organization purchased with the money, among other things.
This transparency will build trust between the donor and your organization while making them feel a part of the solution to the problem you are tackling.
Conclusion
Your conclusion should be used to motivate supporters to get further involved in your organization. You do that by including a call to action. Seeing as the supporter donated their time or money to your organization before, they most likely already have an emotional connection to your cause. Now would be the perfect time to invite them to any upcoming fundraising events.
End by signing off the letter with the name of a high-ranking, preferably well-known, person at your organization.
