DM Diagnosis: Thank You
A hefty thank-you
Earthjustice’s thank-you arrived on Jan. 17 in a 10-inch-by-15-inch manila envelope. Inside I found a very nice, roomy and durable canvas tote bag, with a tag sewn into an inside seam stamped, “MADE IN THE USA” that I was very pleased to see. A quality product that will last for many years, if not decades, it will remind me every time I use it that Earthjustice is doing good work and that I helped.
In addition to a personalized letter, the package includes several inserts and a copy of the organization’s quarterly newsletter, rich with substantive content on recent accomplishments and environmental news.
This is not an inexpensive package by any means, but its literal and figurative heft makes it worth the expense. There’s a lot for a new donor to experience inside that enriches and extends the pleasure of having given — a sure inroad to acquiring an additional gift. So … standing ovation, Earthjustice!
A personal thank-you
For about a decade, I had the privilege of writing fundraising letters for Habitat for Humanity’s founder, the late Millard Fuller, when he was the organization’s president. When he began the Fuller Center for Housing, I wasn’t surprised to receive a direct-mail prospect from his new venture. Millard was a direct-marketing veteran long before he decided to live his faith and eliminate poverty housing.
And he was a stickler about immediately acknowledging donations, no excuses.
So I was not surprised that his was the first thank-you I received this year; nor was I surprised that he took the time to write a personal letter even though I am not a major donor. Millard set the standard for excellence in donor acknowledgment. He had a keen understanding that if you want another donation, you’d best thank your donor for the one you just got.