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Thanks a million final 10.15.11


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4 components of a good thank-you letter

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Thanks a million final 10.15.11

  1. 1. Thanks a Million: How to Thank Your Donors So They’ll Come Back and Give More Jocelyn Harmon, Network for Good
  2. 2. Agenda <ul><li>What is gratitude? </li></ul><ul><li>So what and who cares? </li></ul><ul><li>4 components of a good thank-you letter </li></ul><ul><li>Learn from the best </li></ul><ul><li>More resources for you </li></ul>
  3. 3. What is gratitude? <ul><li>“ If the only prayer you said in your whole life was, &quot;thank you,&quot; that would suffice.” </li></ul><ul><li>– Meister Eckhart </li></ul><ul><li>“ The deepest craving of human nature is the need to be appreciated.” </li></ul><ul><li>– William James </li></ul>
  4. 4. So what and who cares? <ul><li>SURVIVAL: The number one reason that donors stop supporting a nonprofit is the way they were treated by the nonprofit. </li></ul><ul><li>SUCCESS: Your gratitude helps bond a donor to your cause. </li></ul><ul><li>DIFFERENTIATION: Most nonprofits are terrible at it. If you do it well, you will stand out! </li></ul><ul><li>MANNERS: Saying “thanks” often and well is simply the right thing to do. </li></ul>
  5. 5. 4 components of a good thank-you <ul><li>Personal </li></ul><ul><li>Tangible </li></ul><ul><li>Emotional </li></ul><ul><li>About the donor, not you! </li></ul><ul><li>… FAST! </li></ul>
  6. 6. Be personal
  7. 7. Be personal <ul><li>Use your email marketing tool sagely. </li></ul><ul><li>Send a handwritten note. </li></ul><ul><li>Pick up the phone. </li></ul><ul><li>Sign it – from a board member, ED. </li></ul><ul><li>Customize, customize, customize! </li></ul>
  8. 8. Be tangible <ul><li>By </li></ul>
  9. 9. Be tangible <ul><li>Connect the thank-you to the ask. </li></ul><ul><li>Show your donors what you’re doing with their investments. (If they gave before, share their total giving/impact.) </li></ul><ul><li>Tell ONE specific story of how your donor’s gift is making a difference. </li></ul><ul><li>Invite your donor to tour your facility and meet the people your serve. </li></ul>
  10. 10. Be creative <ul><li>Gratitude tag by eekim </li></ul>
  11. 11. Be creative <ul><li>Use beautiful stationary. </li></ul><ul><li>Send an e-card. </li></ul><ul><li>Write in your own hand. </li></ul><ul><li>Send a photo or video of your work. </li></ul><ul><li>Let your volunteers, service recipients, other donors speak for you. </li></ul>
  12. 12. Make it about them, not you!
  13. 13. Make it about them, not you! <ul><li>Don’t be a Nonprofit Narcissist! </li></ul><ul><li>Make your donors the subject of your communications. </li></ul><ul><li>Give them all the credit. </li></ul><ul><li>List THEIR accomplishments. </li></ul><ul><li>Make them feel proud and part of something bigger. </li></ul>
  14. 14. Learn from the best
  15. 15. Learn from the best <ul><li>“ There is nothing like the excitement, inspiration and joy on the faces of children who experience theatre and the arts at Imagination Stage. Making those special moments possible is our passion and mission. Please help us continue opening hearts, inspiring minds, and igniting imaginations by making a generous gift today. </li></ul><ul><li>Thank you for your support of children and the arts and for being an important part of Imagination Stage .” </li></ul>
  16. 18. More resources <ul><li>The Art of Recognizing and Thanking Your Donors by Terry Axelrod, author of The Joy of Fundraising </li></ul><ul><li>Deepen Donor Relationships With a Power-Packed Thank You Letter – Sandy Rees </li></ul><ul><li>Bring Back That (Supporter’s) Loving Feeling by Katya Andresen in Nonprofit Marketing Blog </li></ul><ul><li>The Fine (Yet Simple) Art of “Thank You” by Jocelyn Harmon in Fundraising Success </li></ul>
  17. 19. Shameless self-promotion
  18. 20. Connect with me! <ul><li>[email_address] </li></ul><ul><li>@jocelynharmon on Twitter, Facebook and LinkedIn </li></ul><ul><li> </li></ul>