Saying “Thank You”
Writing thank you letters is probably the single most important aspect of donor relations.
I spent about half a day last week streamlining my process for getting these important pieces of mail out the door as quickly as possible. Now I have a template that’s easily customizable, in addition to a system to track letters I have sent and those I haven’t. My goal is to get them out within two days of the donation. I’m not quite there yet, but I’m close.
Whether it’s for a $10,000 gift or a single book, I spend some time thinking about why each donor might be giving to our institution and work those thoughts into my letter. Approaching correspondence in this way also gives me a point from which to start my next conversation with that person. The whole point is to build a relationship, which means taking a genuine interest in our donors. It not only ensures future gifts, but it also gives me a chance to get to know our donors as people. The latter is what I find the most meaningful and fun.
And few things are more satisfying than printing the letter on thick stock letterhead, signing my name, and dropping the envelope in the mail. There’s a tangibility to those acts that gives my day a sense of accomplishment and purpose.
