The Importance of ‘Thank You’

Except for Habitat for Humanity, every organization took 25 days or more. From the donor’s perspective, this means that it was nearly a month between the time a gift was mailed and when it was acknowledged. In that amount of time, the donor is likely to have completely forgotten he ever sent the gift in the first place.

Test yourself
Thanking donors is a vital part of the overall fundraising effort. If you don’t thank them quickly and effectively, they’re likely to conclude that your organization isn’t run efficiently. So, check yourself out. Give a gift to your organization and track the response. How long does it take to receive your gift acknowledgment?

An effective gift-acknowledgment program will accomplish the following:

1. Donors will receive a quick acknowledgment of their gifts and feel delighted they gave. Saying “thank you” is more than a courtesy; it’s a chance to affirm your donors so they’ll continue their relationship with you. You should mail gift receipts within 72 hours of receiving the gift. Use First Class mail.
2. Donors will learn about how their gifts will be used to make a significant difference. The gift-acknowledgment package is a practical tool to inform and educate. The more specific you are about your use of the donor’s gift, the more delighted the donor will be. The gift-acknowledgment package probably is the single most read and digested piece of mail you’ll ever send. It’s a great place to build your brand identity and further strengthen your position in donors’ minds.
3. Donors will be given opportunities to engage further. A solid, gift-acknowledgment package will allow donors to ask for more information, request deferred giving details, make a pledge gift or simply send a bounce-back gift.

As I’ve written before, obtaining a second gift from a new donor is crucial for your long-term fundraising success — and a gift-acknowledgment package is the first place to seek another gift. All gift receipts should include a reply coupon.