It’s always nice to be thanked, right? Your donors certainly think so! Knowing how to say thank you to donors is a key part of stewardship.
But how do you show your gratitude in a timely and authentic way? Let’s find out!
Why Donor Recognition is a Must
Think about it…donor stewardship is all about relationship-building, right? Now think about your personal relationships, maybe with your grandma or your best friend. If they sent you a gift, wouldn’t you say “thank you”? Treat your donor relationships the same!
Recognizing your donors shows that their gift is appreciated and needed. Without proper acknowledgement, you might not receive that elusive second gift. In fact, lack of recognition is one of the top reasons that donors stop giving to an organization.
Understanding how to say thank you to donors will help you retain their support over time. Remember – keeping a donor is typically less costly than engaging a new one!
When is the Best Time to Say “Thank You” to Donors?
When learning how to say thank you to donors, knowing when to do so is very important.
If you’re talking about donor acknowledgement letters, they should be sent as soon as possible after every gift. Ideally within 48 hours!
But there isn’t a cut-and-dry answer for other thank-you efforts. We suggest sprinkling a few throughout the year, ensuring your donors always know how appreciated and impactful they are while avoiding spreading your staff or your budget too thin.
Tip from the Playbook: Planning a fundraising campaign? Make sure to decide how to say thank you to donors in advance. Use our free Fundraising Campaign Checklist to keep track of this and other must-dos!
Now that you understand the “why” and “when” behind donor recognition, let’s take a look at the “how”.
How to Say Thank You to Donors in 7 Tactics
Donors are more likely to give again when they feel appreciated and that their gift made a real impact. The good news? There are several different tactics you can use to show your gratitude!
Here’s how to say thank you to donors in seven different ways.
1. Send Unique Donor Acknowledgement Letters
We’ll get the most obvious thank-you out of the way first – donor acknowledgement letters! Written acknowledgements aren’t just a nice-to-have, they are required by the IRS for charitable contributions of $250 or more.
According to the IRS, you can send an acknowledgement letter after each donation or as a year-end tax summary…or both!
But that doesn’t mean your donor acknowledgement letters have to be boring. While they do need to include all the information required by the IRS, they should also be timely, personalized, and impactful.
Read this blog to discover more best practices specific to these letters, plus a few donor acknowledgement letter templates.
2. Send an Email (or Two)
Don’t have the capacity to send acknowledgement letters for each and every donation? You should still send some form of recognition as soon as possible to assure donors that you received their gift.
With online giving, it’s easy to send acknowledgements via email, including:
- Email Receipts – Send an automated email receipt immediately after every online donation, including recurring gifts. Customize the email with the donor’s name, their donation details, and a short message or embedded video expressing your gratitude. Most fundraising platforms make it easy to customize and automate these receipts!
- Personal Thank-You Emails – To further express your gratitude, particularly for first-time donations or increased recurring gifts, send a second email within 48 hours. This email should come directly from a member of your team and include a more personal message.
3. Write a Note
Thank-you notes have been around for a long time, and for good reason! Sending a handwritten thank-you to your donors is a great way to show that you care enough about their support to take the time to write a personalized message just for them.
There are several ways to add handwritten thank-you notes to your donor stewardship strategy. For one, add a quick note to the above donor acknowledgement letters before they go out. Or, send a separate thank-you card, especially for new donors or major gifts.
Tip from the Playbook: You don’t have to wait for a gift to come in to send a thank-you card! Receiving handwritten notes throughout the year is a welcome surprise for donors. Set aside time each month or quarter to write out and mail a set number of cards.
4. Make a Phone Call
Don’t want to wait for snail mail? Does email feel too impersonal? Simply want to add another way of showing your gratitude to your repertoire?
When it comes to how to say thank you to donors, it doesn’t get much more personal than a phone call. As soon as possible after a gift is made, pick up the phone. Or, like with thank-you cards, set aside time every few weeks to give donors a call just to say thanks.
During the call, let your donor know how you are using (or plan to use) their gifts – bonus points if you can share an impact story that will resonate with their interests!
This tactic is ideal for major donors as well as new donors, especially if they are supporters who have listed phone calls as a preferred method of contact.
5. Send Holiday Cards
Show your donors you’re thinking about them! Pick a holiday or two throughout the year and send out greeting cards signed by staff members. Include a message that celebrates the holiday as well as shares your appreciation for all your donors do to support your mission.
The winter holiday season is a popular time for sending and receiving cards, especially as part of a broader year-end fundraising campaign. But take a look at the calendar and see if there are any other holidays or awareness days that align with your mission!
6. Make an Announcement
Want to make your donors feel special? Ask if you can thank them publicly!
Featuring donors regularly on your website, social media channels, emails, or newsletters shows the world how much you appreciate this type of support. It’s also an opportunity to share a story of “why” someone gives – which might inspire new donors to start giving to your nonprofit – while making them feel extra appreciated.
This is also a great method to highlight ways of giving that other donors may not know about. Consider sharing stories of legacy donors and recurring donors as well as those who give stocks, crypto, or through donor advised funds.
7. Host a Donor Appreciation Event
We saved the biggest for last to show you how to say thank you to donors on a larger scale!
Donor appreciation events may put a bigger strain on your team’s capacity and budget than several of these other tactics, but they can be highly effective.
These events don’t have to be flashy. An open house allows donors to see your facility while enjoying light snacks and conversation with other supporters. Your donors may be interested in hearing from a speaker covering a topic related to your mission. A happy hour at a local venue could open the doors to bigger discussions about increased gifts.
Or, consider adding a donor appreciation opportunity to an existing event. Hosting a gala, concert, or even a trivia night? Invite key donors to attend a special pre- or post-event social hour, just for them.
Tip from the Playbook: When the goal of your event is showing appreciation, we don’t recommend charging for entry or asking for donations during the event itself. But you can recruit event sponsors to help lower your costs!
Now You Know How to Say Thank You to Donors
There are many ways to show your gratitude for your supporters. Just know the “how” to say thank you to donors doesn’t always matter, as long as you say it!
Looking for more nonprofit advice? Check out our blog and nonprofit resource library for several articles, tools, and templates covering a wide range of topics.
And you can always reach out to us via email or by setting up a phone call. We’re happy to discuss how we can work together to thank your donors and further your mission!