Donors are the lifeblood of any nonprofit organization. Without their generous contributions, it would be difficult — if not impossible — to carry out your mission. So, it’s crucial to find ways to show donor appreciation for any level of support.
When you take the time to thank your donors, you are showing them that you value their support. This can go a long way in building and maintaining strong relationships with them. Additionally, expressing gratitude is sure to make donors feel good about their decision to support your organization, which can inspire them to tell others about your work.
A simple “thank you” email can go a long way in doing just that. Here’s how you can craft a professional and effective thank you email to demonstrate your gratitude to your donors.
Personalize Each Email
Gone are the days when standard “thank you” emails are enough to show your sincere appreciation and gratitude. Sending your donors a formatted template is now an almost sure-fire way to sound ingenuine.
When you’re writing to a donor, always remember to keep the message personal. This means addressing them by name, and avoiding generic phrases like “thank you for your support.” Instead, focus on how their specific donation helped your cause.
Write About How the Donation Made an Impact
Chances are, your donors made their contributions because they wanted to be a part of something meaningful. Your “thank you” email is a good opportunity to let them know what they helped your organization achieve.
Be as specific as possible. For example, if you’re thanking a donor for their financial support, let them know exactly how their money was used. If you’re thanking a donor for their time and energy, let them know how this helped catapult you to achieving your goals.
Include a Call to Action
A call to action can help encourage your donors to continue supporting your organization. Without it, your thank you email might come across as simply a way to say thanks and nothing more. But by adding a CTA, you can turn your email into an opportunity to deepen your relationship with the donor and keep them engaged with your cause.
Some ideas for CTAs in a thank you email to donors could be to:
- Attend an event
- Make a donation to a specific campaign
- Volunteer for your organization
- Share your story with others
In addition, your CTA should be specific, relevant, and actionable. It should also be clear how the donor can help you achieve your mission.
Keep It Short But Sweet
Don’t make your thank you email too long or complicated. Your donors are busy people, so they’ll appreciate a message that gets straight to the point. A good rule of thumb is to keep the email around 100-200 words long.
This is more than enough for you to express your gratitude, tell the donor exactly how they contributed to your cause, and engage them to keep supporting your organization in the future. Check out this guide if you prefer to send a thank you letter instead of email.
Don’t Stop Expressing Your Gratitude
A “thank you” email is a great way to tell your donors how much you appreciate their support. But it shouldn’t end there! After sending your email, make sure you’re taking every opportunity to remind your donors of how thankful you are for their contributions, whether that means sending more emails later or even building a donor recognition wall in your headquarters!
A simple “thank you” will go a long way in ensuring that your donors feel valued. Armed with these tips, you can now start crafting an email that will express your sincere gratitude and keep your ties with your donors strong now and in the future.
