Should You Thank Monthly Donors Who Make an Extra Gift?
You’ve most likely read that giving days/year-end/holidays are a really good time to ask your monthly donors for an extra gift. It’s true, especially with that special personal touch.
But that brings up the next question: Should you send a thank-you letter to your monthly donors for that extra gift? You’re most likely not sending thank-you letters for their ongoing monthly gifts now.
My recommendation is an unequivocal YES. Do send a thank-you letter for the extra gift your monthly donor has made, even if it was made online.
They’ve done something above and beyond. If you can, give that letter a personal touch with a personal note on it, again recognizing them for their very special support.
Words of caution though: If you typically include an invitation to give monthly in your thank-you letters, make sure that you send them a different version. It’s all about letting the monthly donor know that you know that they’re already giving monthly.
And, as you’re starting to get ready for your tax overview come January, make sure that you include ALL gifts the monthly donor made, including any extra gift(s). One total amount of all their gifts in the prior calendar year is ideal.
So, as Giving Tuesday nears and you’re getting your holiday appeals in the mail and email, take your thank-you letter and tax overview into consideration. Happy asking and thanking!
Erica Waasdorp is one of the leading experts on monthly giving. She is author of the book "Monthly Giving. The Sleeping Giant." She is the president of A Direct Solution, a company serving nonprofit organizations with fundraising and direct marketing needs, with a focus on monthly giving and appeals.
She just co-authored the "Monthly Giving Starter and Marketing Kit" with Donor Perfect, and she’s working on her next book called "Monthly Giving Made Easy." She regularly blogs and presents on fundraising, appeals and monthly giving—in person and through webinars. She is happy to answer any questions you may have about this great way of improving retention rates for your donors.
Erica has over 30 years of experience in nonprofits and direct response. She helped the nonprofits she works with raise millions of dollars through monthly giving programs. She is also very actively supports organizations with annual fund planning and execution, ranging from copywriting, creative, lists, print and mail execution.
When she’s not working or writing, Erica can be found on the golf course (she’s a straight shooter) or quietly reading a book. And if there’s an event with a live band, she and her husband, Patrick, can be found on the dance floor. She also loves watching British drama on PBS. Erica and Patrick have two step sons and cat, Mientje.