By: Scott Jones, MPA, CFRE, CAI, BAS
Expressing gratitude is a powerful way to strengthen relationships, especially with donors. Showing appreciation not only demonstrates that you value your donors but also makes them feel like an essential part of your team. Personalized thank you messages can create goodwill and increase donor engagement. Here are four effective ways to show your supporters how much you appreciate them:
  1. Get Personal
    • Tailor your messages to reflect donor interests, showing that you value them as individuals. Customize communications for monthly supporters and major donors, treating them as integral partners. Consider sending handwritten notes from board members or community members. Use conversational language to make your messages relatable.
  2. Share Individual Stories
    • Highlight the impact of donations by sharing stories of those you’ve helped. When donors see how their contributions have made a difference, they are more likely to stay engaged. Use short vignettes, feature stories in newsletters, and testimonials from community members to put faces to your cause.
  3. Get Creative
    • Show that you’ve put extra thought into your communications by being creative. Include donor profiles in newsletters to make supporters feel appreciated. Personalize emails further or explore new communication methods. Create videos showcasing the work donors support, even if they’re shot on a smartphone. Invite monthly donors to online meet-and-greet events with staff via platforms like Google Hangouts or Zoom. The possibilities are endless.
  4. Be Donor-Centric
    • Make sure donors know how much you value them by putting them at the center of your communications. Highlight their achievements and make them the heroes of your story. When writing thank you letters, focus on the collective impact you’re making together. Use “you” and “your” language and include donors in “we” statements.
By incorporating these tips into your communications, you’ll help your donors feel deeply appreciated and like a true part of your team. Gratitude not only feels good but also motivates people to take action, leading to increased donor engagement over time.