The easiest way to encourage a donor to mail you an additional one donation is to thank her properly for her last gift. There are right ways and wrong ways to thank your donor. Avoid these mistakes when mailing your donation thank-you letters, notes and cards.
Mistake #1: Be impersonal
Rather than address your thank-you letter to your donor by name, write, "Dear Friend."
Thank You Letters
Mistake #2: Don't say thank you
Rather than saying that you are thankful for your donor's gift, say something clear and sincere, such as: "Feelings of gratitude are felt by us concerning the financial contribution made by yourself."
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Mistake #3: Be normal rather than specific
Don't mention the size of the gift (, for example). Omit the date that you received the gift. Don't even call it a gift. I prefer "remittance," myself. Avoid any mention of the campaign your donor responded to with his gift. Donors are not busy people who need to be reminded that they responded to your appeal.
Mistake #4: Don't show how the donor's gift is development a difference
Don't bother reinforcing in your donor's mind that sending a gift was a wise speculation in the work of your organization. Rather than relate a up-to-date success that was made inherent by the donor's generosity, plainly say: "Your gift has been deposited in our normal fund." Or, even better, "Thanks for helping us chip away at our .2 million deficit." You could show in specific, tangible ways, how or where the donors gift is development a divergence in the lives of the people that your non-profit serves, but that takes time and thinking effort, right? Plus, your board wants you to save money on paper and postage.
Mistake #5: Be thankful for the donation, not the donor
Treat every donor like an self-acting banking machine. Don't reply that you value your reader as an individual, a person, someone who supports your organization and believes in your mission. Instead, make no mention of them, and plainly say you are thankful for their money.
Mistake #6: Make your thank-you letter a memo from head office
Make your communication one way. You write, they read. Don't ask your donor to write you, or phone you, or visit your website, or drop by your mission, or in any other way advance your relationship.
Mistake #7: all the time ask for an additional one gift
Of policy your thank-you letter should say thanks. But it should also comprise an aggressive request for retrial for more funds. So what if you cheapen your thanks and offend your supporter? You need their money. So be bold, and hard-sell the ask for an additional one gift.
Mistake #8: Strive for banality
Don't be fresh. Make your letter commonplace. Recycle phrases from all your other thank-you letters. Read your letter out loud to make sure it sounds like it was churned out by a bureaucracy.
If, on the other hand, you want to thank your donors well, do the opposite of this advice.
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