What are some best practices for personalizing donation acknowledgment letters?

1 Know your audience

Before you write your letter, do some research on your donor. Find out their name, address, donation amount, donation history, and any preferences or interests they have. Use this information to address them properly, thank them sincerely, and tailor your message to their motivations and values. For example, if your donor is a long-time supporter, you can mention how much you appreciate their loyalty and commitment. If your donor is a first-time giver, you can welcome them to your community and invite them to learn more about your work.

2 Tell a story

One of the best ways to personalize your letter is to tell a story that illustrates the impact of your donor's gift. Stories are powerful tools to engage emotions, create empathy, and inspire action. Choose a story that relates to your donor's donation purpose, and show how their contribution made a difference in someone's life or situation. For example, if your donor gave to a scholarship fund, you can share a story of a student who benefited from their support and how it changed their educational opportunities. Use vivid details, quotes, and photos to make your story come alive.

3 Include a call to action

Personalizing your letter does not mean that you have to end the conversation with your donor. In fact, you should use your letter as a way to encourage further engagement and involvement with your organization. Include a call to action that invites your donor to take the next step, such as visiting your website, following your social media, signing up for your newsletter, volunteering, or attending an event. Make sure your call to action is clear, specific, and relevant to your donor's interests and goals. For example, if your donor gave to a environmental cause, you can ask them to join your online campaign to raise awareness and advocate for change.

4 Be authentic and appreciative

Personalizing your letter also means that you have to be authentic and appreciative in your tone and language. Avoid using generic or impersonal phrases, such as "Dear Friend" or "Thank you for your support". Instead, use your donor's name, express your gratitude sincerely, and convey your enthusiasm and passion for your mission. For example, you can say something like "Dear John, thank you so much for your generous donation of $100 to our animal shelter. You are a true hero for our furry friends!" Use a friendly and conversational tone, and sign off with your name and title.

5 Follow up and update

Personalizing your letter is not a one-time thing. You should follow up and update your donor regularly on how their donation is being used and what results it is achieving. This will show your donor that you care about their relationship and that you value their feedback and input. You can send them emails, newsletters, reports, videos, or cards that highlight the progress and impact of your work. You can also ask them for their opinions, suggestions, or testimonials, and acknowledge their responses. By following up and updating your donor, you will strengthen your bond and increase the likelihood of repeat donations.

6 Proofread and personalize

Finally, before you send your letter, make sure you proofread and personalize it. Check for any spelling, grammar, or formatting errors, and correct them. Also, check for any inconsistencies or inaccuracies in your information, and fix them. For example, if you mentioned a specific program or project in your letter, make sure it matches the one that your donor donated to. You can also add some personal touches, such as handwritten notes, stickers, or stamps, to make your letter stand out and show your attention to detail. By proofreading and personalizing your letter, you will ensure that it is professional and respectful.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?