We hope your annual end-of-year appeal is going splendidly and bringing in heaps of donations. Don’t forget that it’s not just about the dollars raised – this is your chance to forge individual connections with your donors.

Ditch the generic thank-you approach and go for something hyper-personalized and scalable that really speaks to the people supporting your cause. Trust me, the impact will be incredible! It is all about an attitude of gratitude.

Think about it. When someone decides to support a year-end appeal, it’s usually a decision they make alone. It’s not like events where they tag along because a friend dragged them there. No, these appeals are true indicators of someone’s connection to your organization. So seize this opportunity to build a lasting bond and really create a point of connection and identity with your donors.

Our wise mentor, Naomi Levine from NYU, used to say, “If you study who makes the large gifts, they are always someone who has written a series of smaller checks over several years.” The annual appeal is the vehicle that builds your donor base. Don’t miss out on the opportunity presented by the thank-you effort to create ongoing engagement. Think of it as an investment in your future major donor program.

And here’s a secret – one “thank-you” is never enough! After all, you can never thank a donor too many times. Why not take advantage of several touchpoints to show your gratitude? It’s a chance to authentically underscore that this is a partnership between your organization and the donor. Here are the thank-you points we recommend:

Online Donations: Instant Gratification for All!

When someone donates online, ensure they receive an automated thank-you note along with the necessary tax receipt. Send the check writers a print version that goes out within three days of receiving the check.

We’re humans; we thrive on instant gratification. That’s why every online donation should result in an instantaneous digital shower of gratitude! A swift and personalized ‘thank-you’ paired with a handy gift receipt? That’s a win-win. And hey, while you’re mastering your tech skills, make sure you nail the salutation. Nothing screams ‘oops’ like a misfired mail merge.

Make sure your email sounds like it comes from an actual, fun-loving human, not a bot. Infuse it with warmth, active verbs, and humor, and sprinkle in a dash of the unexpected. And remember, once someone’s donated, do not nag them for more. Instead, remove them from the programmed emails reminding them to give.

Going Old School – The Beauty of Snail Mail
In January, it’s time to send a longer, more personalized letter. Who doesn’t love getting a physical letter?

Especially in our digital age, there’s something special about feeling that paper between your fingers. Remember, people give because they want to feel tied to your mission like they’re part of something bigger. Here’s your chance to stoke that flame of pride and purpose.

Put the donor front and center, use a donor-centric tone, and give them a chance to bask in the warm glow of their giving. Let them identify with your cause and feel good about their contribution. All those donor-centric appeals and the storytelling magic you weave? That’s your golden ticket to making your supporters feel like the heroes of your epic tale. Remember, it’s all about them. Their support… That’s what makes your programming possible! The language in the thank-you note should reflect this sentiment as well.

Make your thank-you letters genuinely memorable. Show your donors exactly how they’ve made a difference. It’s not just about restating what they’ve done but about connecting them to your organization’s broader goals. And offer them a unique perspective on the issues they care about—share insights that go beyond what they could have learned from a  Google search! Interesting stories. Pictures.

Please add a handwritten touch to the envelope. It’s that personal flair that makes a thank-you letter unforgettable. If nothing else, it helps ensure that they will open the letter. An excellent personal thank-you note is more than just a letter—it’s an opportunity to deepen the bond with your supporters and make them feel genuinely integral to your organization’s mission.

Ring-a-ding-ding! Board or Volunteer Phone Calls

Now, here’s the fun one. Rolling into January, get your board members or volunteers dialing out to your supporters. The goal? To thank donors who gave at a chosen level or higher. The donation threshold that triggers a phone call can vary from organization to organization, but the more calls, the merrier! This two-birds-one-stone strategy is a real winner—it’s both hyper-personalized and scalable. It also gets your board members and volunteers really engaged.

Just ask them to leave a simple message on their voicemail. Most people don’t even pick up their phones these days. Trust us, receiving a call from a board member feels like a real honor. It is meaningful and memorable.

Imagine the smile when they hear, “Hi, Miriam. This is Katherine; I’m on the board of The Good Guys Organization. No need to call back. I’m just calling to say a hearty thanks for your end-of-year gift. You’re a rockstar, and without you, we couldn’t do the work we do. Thank you!”

All Hail Every Donor!

Every. Single. Donor. Matters. Your fundraising goal isn’t just how much money you raise—it’s about ever-growing the donor database — acquiring new donors, renewing existing supporters, and reactivating past donors. We’re nurturing a pipeline of supporters because the lifeline of our organization is often those who’ve given smaller gifts over the years and who may become a future major donor. It’s about fostering a community of believers in your work.

Labels based on donation size? Not here. Every gift, from $50 to $5,000, supports your cause in a unique way. It’s less about the immediate financial impact and more about cultivating a community of believers in your work. Each donor not only contributes financially but might also lead us to other significant contributors or provide support in other ways. Always remember to appreciate and value every single donor who supports your organization.

Like confetti at a party, every piece adds to the joy!

Navigating the post-appeal season isn’t about counting cash—it’s about celebrating every single person who decided to join your cause. It’s about heartfelt ‘thank-you’ notes, personalized emails, and the magic of an unexpected phone call. It’s about recognizing that every donor, no matter the size of their gift, is an indispensable part of your mission.
So, dial up the attitude of gratitude! In this effort to change the world, every donor is a star, deserving their moment in the spotlight. At the end of the day, it’s all about people, connections, and unity. You’re not just raising funds—you’re nurturing a vibrant, passionate community of supporters. That’s the true power of a well-crafted thank-you. And that is money in the bank.