A major donor thank-you letter is a huge part of the major gifts retention process. Letting your supporters know that your organization appreciates their contributions goes a long way toward building long-term relationships with those committed to supporting your mission.
A mass-produced, generalized document sent to all donors doesn’t cut it, however. There is thought and consideration that must go into each message, ensuring the highest level of impact and confirming to the contributor that your nonprofit is deserving of continued financial contributions. Working the major donor thank-you letter into your marketing strategy will allow you to distribute a high-quality communication immediately after receiving donations.
Although there are many ways to show appreciation in a major donor thank-you letter, there are four qualities that make for a stellar display of gratitude, as well as a few qualities that you should avoid.
Is a major donor thank-you letter really that important?
The short answer to this is a resounding “yes.” A major donor thank-you letter is important because donors believe they are important. In a study conducted by Cygnus Applied Research, 46% of donors would stop giving if they felt the charity did not communicate or if they had lost interest in the charity.
They also reported that an impressive 93% of participants would consider donating again if they received a prompt acknowledgment for their donation. When in doubt in the fundraising world, always follow the data. Donors express an explicit interest in being recognized for their contributions to furthering your mission.
Fundamental qualities of a major donor thank-you letter:
It is a personalized experience
As with all fundraising communication, a major donor thank-you letter must be personalized. Supporters won’t buy into receiving a message that has “Dear Mr/Ms” written at the top. Taking the time to write the contributor’s name on the major donor thank-you letter will help you hook them right from the start.
It is also a good idea to mention their history of supporting the nonprofit along with your appreciation. Leading with an acknowledgment of a previously formed relationship can help dial them into the rest of your message.
Your tone in the major donor thank-you letter is equally as important as adding a personalized touch. Does your message sound manufactured and generic? Or does it sound warm and inviting? People can infer unintended messages through the written word, so it is vital that your message conveys exactly what you mean to say.
Psychology shows us that people respond better to personal “you” messages and enjoy understanding the reasons behind an event. Humans respond best to authentic connection, and making sure to weave it into your written interactions will only benefit your end goal.
It is impact focused
A thank-you letter to a major donor is a great way to show the impact of their contribution. Since storytelling is so essential in fundraising, you can take every opportunity to tug at their heartstrings and solidify their desire to continue to donate.
Summarizing the impact of their donation is key, but keep it short and sweet. For example, you could say, “We were able to provide over 100 hot meals to children in ________ school district,” or a fact that really hits home and demonstrates how your mission was supported.
If you have a spectacular story about someone or something that has benefited from donations, you can highlight it in your major donor thank-you letter. If you have a sick child who was able to get a dream vacation or an animal that was finally able to get the vet care they needed, this is a great way to demonstrate impact.
Being transparent about exactly how a donor’s gift was spent will help them see concrete evidence that their money is being put to good use.
It makes the donor a hero
It is important to remember that the major donor thank-you letter is about the supporter and not about your organization. As with all storytelling marketing, making the contributor the story’s hero will forge stronger emotional connections.
While bragging about your organization’s accomplishments may feel great, you will not give your recipients the warm, fuzzy feeling they are craving as a result of putting their money out into the world.
Studies show that happier people give charitably more often and that giving charitably makes people happier, so validating their decision to contribute can encourage future charitable giving.
It offers future relationship-building opportunities
The goal of any fundraising interaction is to build stronger relationships with donors. Large, planned donations usually come from people who have been involved with the nonprofit in some capacity for many years.
The major donor thank-you letter is a unique opportunity to speak directly to the supporter in a tangible way. Direct mail has been reported to form stronger connections with the sender, so donors regard that thank-you letter as an extra special touch.
Your thank-you letters can also open the door for future interactions with donors. If you have a fundraising event planned, you could mention that you hope to see them there. You can also tell them about your social media accounts or remind them to sign up for your newsletter.
In fundraising, it is important to stay one step ahead in your plans, and each connection point should set the stage for future interaction.
What to avoid
Here are a few things to avoid when writing a major donor thank-you letter:
Try not to focus too much on your organization, as this detracts from your focus on the donor.
Stay away from sending a generic thank-you letter if you want to keep options open for future contributions.
Keep it simple and send it promptly. Your donors are busy people, and they don’t have time to read a long, overly complex message. They also won’t care too much for a letter that is sent many weeks or months after they donate. In fact, it has been shown that 48 hours is the optimal time frame to send a major donor thank-you letter. Keeping donors in the loop in a timely fashion is one of the most important aspects of long-term fundraising efforts.
Conclusion
A major donor thank-you letter is a monumental part of the stewardship process and keeps people connected to your mission. Don’t leave writing a major donor thank-you letter to the last moment. You can prepare ahead of time by drafting a sample document and then customizing it as is necessary.
Another nice touch that will pull together your entire message is signing the message personally. You could also add a place for the executive director to sign, especially if the recipient is a well-known figure in the organization or if you are drawing close to asking for a planned giving arrangement.
Trying to fit personalization, storytelling, and an option for future interactions into one short document is an art. If you don’t feel confident in your ability to produce a powerful major donor thank-you letter, there are plenty of resources and free templates available. It is an important part of your marketing strategy, and nailing it the first time can determine whether your supporter remains engaged with your organization or not.
