Beyond the Task: Thanking Donors Like You Mean It
When I first started working with major donors, I prided myself on doing everything "by the book." I built authentic relationships by asking thoughtful questions, listening carefully to their stories, and aligning their interests with the right projects. I kept track of every step in the process and made sure a thank you letter was always sent after a gift. Job done, right?
Not quite.
For a long time, I thought that a formal letter from the Chief Executive was enough to show appreciation. After all, it came from the top – wasn’t that the highest compliment we could give a donor? But one experience taught me that a thank you isn’t just about formality or hierarchy – it’s about humanity.
The Lesson I Won’t Forget
I’ll never forget the time I secured a six-figure donation from a new prospect. I’d met them through a Senior Volunteer who had made the introduction. We’d had a great conversation – I’d taken the time to understand their motivations, answered all their questions, and offered a project that resonated with their vision for giving.
When they decided to make a gift, I was over the moon. This wasn’t just any donation – it was the one that pushed the charity over a key fundraising milestone. I drafted a polished, professional thank you letter from our Chief Executive, attached the donation receipt, and sent it off. I thought I’d done a brilliant job.
Then I got the feedback.
The Senior Volunteer who had introduced us passed on a comment from the donor. At the same time they gave to us, they’d made a donation to another charity – and they had received two very different thank yous.
Our letter, though formal and polite, felt cold. It talked about the charity’s achievements and plans but said very little about them. Meanwhile, the other charity sent a handwritten card that mentioned exactly why their gift was so meaningful, tied back to their personal story, and even referenced their next planned visit. That card made them feel seen.
My letter? It left them feeling flat.
The Power of the Personal Touch
That experience changed how I approach thanking donors. It’s easy for thank yous to become perfunctory, just another item on the to-do list – but that’s when they lose their power.
Think about how you’d thank someone face-to-face. You wouldn’t pull out a formal script and read off a list of organisational achievements. You’d probably look them in the eye, smile, and say something like:
“Your gift means so much – not just to us, but to the people it will help. When you shared how much you cared about [specific cause], I immediately thought of this project. I can’t wait to show you the difference you’re making when we next catch up in September.”
That kind of message – heartfelt, specific, and conversational – is what sticks with people.
Rethinking Your Thank Yous
So now, when I sit down to thank a donor, I ask myself: What would I say if I were thanking them in person? I might write it in a card instead of a letter. I might include a photograph from the project they’re supporting or a short personal note from someone who has benefited. I always try to mention the next point of connection – when we’ll speak, meet, or share an update.
A thank you is not the end of the relationship – it’s the bridge to the next conversation.
So here’s my challenge to you:
The next time you send a thank you, step away from the keyboard for a moment. Imagine you’re standing in front of the donor. What would you say? How would you make them feel valued, appreciated, and understood? Then write that.
Money Tree Fundraising work with UK-based charities to grow their high-value giving. That means working with trusts, major donor and capital appeal fundraising departments. Our work spans consultancy, training and interim services. We are on a mission to embed sustainable high value fundraising within charities of all size because We believe that every organisation has the potential to take advantage of high value fundraising.