December is the giving month. According to Charity Navigator, 31% of annual giving occurs in the month of December and 12% of annual giving occurs on the last 3 days of the year. Which means that you will be sending lots of thank you’s in the coming weeks.
How much planning have you done around the strategy and content of those thank you letters?
If your answer is "little-to-none," then know this:
The number 1 reason that people keep giving is because they were thanked well.
Let's dive in.
The follow up and thank you to a gift is the most important step of the donor journey. Thoughtful and strategic follow-though helps you build a stronger bond with your donor, it connects them with the impact of their gift, and it communicates their active role in your success.
When done well, a thank you may be the reason a donor considers giving an increased gift next time. Remember, it costs less to retain a donor than it does to attract a new one. Fundraising expert Harvey McKinnon says “Donor loyalty is not about the donor being loyal to you, it is you being loyal to the donor.”
Here are some simple strategies to ensure your thank you is impactful and works toward retaining your donors.
1. Make it prompt.
2. Make it personal.
3. Start in a personal way.
4. Use a warm tone.
5. Be emotional.
6. Send a real letter, not a pre-printed card.
7. Thank smaller gifts warmly.
8. Refer to the donor’s past support if you possibly can.
9. Send more than one thank you letter.
10. Offer a next step
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