One of the most important strategies that a nonprofit organization can have is the way it says thank you to its donors. Unfortunately, many organizations send thank you communications that are more like a tax receipt, which are not very effective at motivating a donor to give a second gift or making them feel like their first gift accomplished anything worthwhile.
The way that a nonprofit organization says thank you to its donors has a direct effect on the development of its relationship with its donors. Without a strong relationship with its donors, it will not be able to receive continued financial support.
Having a strong and sincere thank-you process can help improve the health of your donor relationships and take the stress off of your nonprofit to continually find new donors.
Ways to Thank Your Donors
One of the most important factors that a nonprofit organization should consider when it comes to thanking its donors is the timeliness of its response. Because the internet has made communication a task for which little time needs to be set aside, sending a response right after someone donates to your cause should be considered essential. This can be done through automated messaging, but other forms of appreciation, such as handwritten notes, might need a bit more time to be sent out. Still, it is important to be timely with these acts of gratitude.
Additionally, nonprofits should tell the story of how their donations have made a difference in the life of a recipient. This type of testimonial can help demonstrate how the donation was effective and efficient. Donors also want to know that when it comes to making an impact, the organization can be trusted. Having real-world testimonials can help accomplish this goal.
Although it is important to be sincere, it is also essential to avoid overdoing it in a way that makes the recipient feel like you are being too lavish or that you are not genuine. For instance, crafting a well-written thank-you can help make the recipient feel more appreciated and make them feel like they are receiving a meaningful and relevant message.
Rather than using a generic “thank you” message, a customized thank you should be sent in a way that is specific to the donation. This personalization will speak volumes to the donor and encourage them to continue their relationship with you.
One of the most effective ways to thank your donors is by sending a video message. This type of thank you is very personal and can help make the recipient feel like they are receiving sincere and relevant news. A video message can be sent to every individual who has donated. It can be used for larger organizations or for continuity donors.
Another effective way to thank your donors is by calling them directly. This type of communication allows the recipient to ask questions and receive a personalized response from the organization. It is also a personal way to thank the donor and build a stronger relationship with them.
One of the most effective ways to thank your donors is by sending an anniversary card to celebrate the date commemorating their first donation. You can also have a member of the board or the executive director sign the card. This is a great way to encourage repeat donors to give.