15 Creative Ideas for Donor Thank You Letters
Improve Nonprofit Donor Thank You With Inspired Opening Sentences
Oct 9, 2009
Astute nonprofit fundraisers realize that the letter sent to financial donors to acknowledge donations is one of the most important fundraising tools. Get it right and donors will be glad they chose to make a donation and look forward to making their next gift. Get it wrong and chances are the donor will never give again.
As with most written communications, the opening sentence is the most powerful. Unfortunately, most nonprofits use a similar opening sentence in their donor acknowledgment letters: “Thank you for your generous gift of $_____ to the ____ organization.”
Instead, consider using a creative opening sentence that will catch the donor’s attention and encourage her to read on.
Start Donor Thank You Letters With “You”
The word “you” immediately draws readers into a letter. It creates the impression that the writer is communicating directly with the reader and appeals to the reader’s sense of self. By starting a donor acknowledgment with “you,” nonprofit organizations can make donors feel that they are a part of the work of the organization.
- You did it again!
- You may now know it, but you are already making a difference in the life of ____
- You are a hero to ____
- You will probably never meet ____, but you saved his life.
- You are creating opportunities for ____
Using Testimonials for Donor Acknowledgment Letter Openings
A concise first-person story can be a very effective way to capture a reader’s interest. This is especially true when the story is connected to the reader.
- “Before the ____ organization came to my school, I had a hard time keeping up in class. Now, I’m the first one to raise my hand. Thank you for helping the ____ organization to keep helping kids like me.”
- “It was really cold out the night our house caught on fire and my kids ran outside without coats or shoes. Thank goodness the ____ organization was there to give us a place to sleep and buy new clothes for my kids. Thank goodness you’re supporting the ____ organization so they can help others like us.”
- “I knew we had to do something to help girls like ____. When she was 12, her uncle sold her to a neighbor for $500. We found her when she was 16 and living on the streets. With your generous gift, we can help ____ and many like her, for as long as it takes.”
- “Next month, the ____ group will travel to Mexico for a week to perform in a traditional Mexican celebration. Even though you won’t be traveling with us, you’ll be there in spirit.”
- “I came home one day and my father was asleep on the floor and wouldn’t wake up. My counselor says he has a disease. Now I stay with my aunt and cousins and I talk with my counselor from ____ organization every week. It helps.”
Starting Charitable Donation Letters With When-You Sentences
Another way to tell a story and involve the reader is to use when-you sentences. This allows the donor to feel his gift made a significant impact.
- When we needed you most, you were there.
- When tornadoes swept across the state and displaced hundreds of families, you heard the call for help.
- When the state legislature passed the critical resource bill, you joined us in celebrating the victory.
- When you learned that this small community needed an urgent care hospital, you didn’t hesitate to act.
- When ____ goes off to college, you can feel proud that you helped make it happen.
Try drafting several new thank you letters and asking several donors how the letters make them feel. The nonprofit should identify the most effective approach and refresh content regularly.
Related articles:
- Writing Better Nonprofit Donor Thank You Letters: acknowledgment systems and letter content
- Elements of Effective Donor Thank You Letters: formats, signatories and tax language
- Ways to Thank Nonprofit Volunteers and Board: volunteer appreciation gifts and letters
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