1. Immediately After Receiving a Donation!
This might seem obvious, but is sadly over-looked by busy nonprofits. Stand out from the crowd and say a heart-felt Thank You immediately after receiving every donation.
Ideally, try to send a Thank You letter, card or email (at the very least) within 24 to 48 hours. Any longer than one to two weeks, and your Thank You loses all good will power.
Copy Tip: Write the Thank You letter at the same time you write the fundraising campaign! That way, it's ready to go when their donation arrives!
2. On the Donor's Birthday!
Remember, the average donor is a woman between the age of 65-75. Your happy, gracious card may be the ONLY birthday card your donor receives! You can make her feel special on her special day.
Copy Tip: Sending Birthday cards on the actual date can be time-intensive for small nonprofits. Instead, combine all that month's birthday cards and mail them all on the 1st of the month!
3. On the Anniversary of the Donor's First Gift!
This is a special day for both of you! She'll be tickled that you remember her generosity. Even better if you can remind her how much she gave in that first donation. Or, her total giving over the last year!
Show her all the good her money has created, and she may be inspired to give again!
Copy Tip: Even if you're a very small nonprofit with limited resources, this is the one piece of information you should be able to find quickly and easily in your donor database. Build from here! The more you know about your donors, the better!
4. Any Holiday Relevant to Your Donors, or Your Cause
Celebrate her generosity during times when family, community, peace and love are on your donor's mind already.
Remember, 'holidays' don't need to be religious! Indeed, there's a 'Day' for everything under the sun.
Send your Thank You on Earth Day... Martin Luther King, Jr. Day... Adopt a Dog Day... the list is endless!
You'll stand out in their mailbox simply by being 'different', yet connect to a special place in their heart related to the shared holiday.
Copy Tip: If you have a limited budget, choose a special 'holiday' for each month. Send a Thank You to a quarter of your list. That way, everyone will get en extra Thank You! during the year and you won't break the bank.
5. After an Event
It's mid-June 2020 as I write this post.
In-person events may be on hold for now until the COVID-19 crisis ends. But someday soon you will be seeing your donors face to face again! Welcome them back, and share your relief and hope for the future.
In the meantime, many of you have learned the fine art of ZOOM meetings and gatherings! You might even choose to continue with virtual meetings after the pandemic.
Either way, sending a Thank You after a donor has taken time out of their schedule to visit or attend an event will make them feel appreciated.
Copy Tip: Have this Thank You card ready to go in the mail before the event. Include this in any copy you have written leading up to or for the event itself.
6. Choose Your Own Adventure!
You never need a reason to say Thank You... but it helps. Make up your own reasons!
Be creative. Be unique. Have fun.
Saying Thank You! should be a joyful occasion for both you and your donor. Remember, you both benefit from their generosity!
Giving feels good. Giving Thanks feels GREAT!
Copy Tip: Create a fun Gratitude Calendar for the year, and start thanking donors as a part of your annual content strategy.
