I just got back home from a week out of town for the Thanksgiving holiday. As I dropped my bags on the floor, I looked in the mailbox to check my mail. I found what you’d expect: catalogues, lots of holiday coupons for Black Friday, a wedding invitation, a handwritten note from an address I didn’t recognize and five letters of solicitation from nonprofits. I immediately started making a “recycle” stack (all of the catalogues and coupons) and a “read” stack. To be quite honest, I almost put all of the solicitations straight into the “recycle” stack, but since I was once a development director myself, I felt the need to at least open and read all of the solicitations.

You know exactly what they all said: “There is still an opportunity for you to help us reach specific Campaign Goals.” “Join us as we strive together to meet our…Campaign Annual Fund Goal by December 31!” “This is why I am asking you to open your heart and return the enclosed…reply card with a generous gift.” “Please reply with a generous gift…” Each soliciation came with multiple inserts of glossy pictures, reply cards, and boxes to check with my “generous gift” of a check they wanted me to send back.

Then I picked up the handwritten note I had received from an address I didn’t recognize. I opened it and it was a letter written by Chris, a customer care specialist from Land’s End. Now, I don’t know Chris, but I had recently purchased a winter coat on sale from their website. The letter said, “I want to personally thank you for supporting Canvas by Land’s End. We have worked tirelessly to make an entire collection as perfect as possible…If you need help in any way, please let us know. You may reach us at…Sincerely, Chris, customer care specialist.” This letter about a recent purchase was more simple and personal than any of the nonprofit solicitations I had received. 

Now, I know that it is unfair to compare a major corporation to a nonprofit – manpower alone inhibits nonprofits from doing much of what they wish they could – but taking the time to send a handwritten note to me after buying a jacket from their website showed me how much Land's End values their customers and encourages me to become a repeat customer.

Nonprofits can show that level of gratitude when communicating with donors and potential donors as well. Some easy ways to do that are:
1) Block out 1 hour on your CEO’s calendar to personally sign and add a short note to each letter before you mail out your end of the year appeal. Even if he or she just writes “We truly appreciate your gift”, it will make a huge difference to the reader.
2) When you do land a first-time donor, instead of sending them a form letter, write a handwritten thank you note. In the very least, you can add a personal sentence or two to the form letter. Never underestimate the power of a handwritten thank you note.
3) Shout out to them on social media, if you have their handles.
4) Make a phone call to say thanks. Even if it’s just to leave a voicemail.

The more personal touches you make with a donor, the more valued they will feel. When they feel like you truly value their gift, they are more likely to come back. Save your money on glossy inserts for end of the year mail and try the handwritten approach this year. It will likely come across as more honest and sincere - touching the donor in a personal way. 

Need ideas to thank you event sponsors specifically? Read more here.