A little thanks can go a long way towards making people feel appreciated and needed. When your organization relies on the generosity of others, that’s a very important thing.

Fundraising does not stop when the drive is over, or when you’ve reached your financial goal. No good fundraiser is ever over until you’ve said your heartfelt ‘Thanks’ to all of those who made your objective a reality.

Showing, saying, and putting your thanks in writing is good public relations for you and for your generous donors. It shows donors you appreciate their gift, and that your organization is thoughtful enough to be appreciative. That in itself may be the very thing that keeps you on the list of worthwhile charities in the next fundraising cycle.

Assuming a donor knows you appreciate their donation is never enough. They might not feel appreciated, and might feel taken advantage of, if thanks are not timely and obvious. Sending a prompt, personal thank you letter is essential to maintaining a good reputation as an organization, and to procuring funds in the future.

Whenever possible, a hand-written thank you is far better than a typewritten letter, and form letters should only be used if strictly necessary. Following are the best things you can include in your fundraising thank you letters to show donors and patrons you really care.

Be warm and personal. Form letters, templates, and stuffy, formal responses show little real appreciation. All they achieve is the formality of the required ‘thanks’; they may even make donors feel belittled. Just think ‘How would you feel?’

Make the letter more about your donor than yourself. This is about their compassion and generosity, not about your well-run fundraiser.

Tell the donor about the good their money did. Be as specific as possible to show the donor they had a real-world, tangible impact on the lives of others.

Use a conversational tone. Let the recipient feel as if you are face to face proclaiming your appreciation (which also means not overdoing it).

Offering reciprocal support. Consider offering volunteers or facilities if appropriate.

Make the donor feel great about what they have just done for others.

End the letter with thanks again. Make sure your appreciation is what stays in the reader’s head.

It will help as well to keep one final thought in mind—no donor has to give you money. They do so because you have reached them in some way, and giving makes them feel better about themselves. Make sure your campaign reinforces that emotion, and you will put a great face on your organization, while building public relations and a future fundraising base.

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