Donation Thank-You Letters, Cards And Notes Should Never Ask For A Gift

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The most prominent letter in direct mail fundraising never asks for a gift. Ever.

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The thank-you letters that you mail to donors have one goal: to thank your donors for their generosity and support. Yes, your gift acknowledgement letters, notes and cards strengthen relationships and build donor loyalty. And yes, if mailed soon adequate and if worded sincerely enough, they do increase your chances of receiving more gifts. But these things are secondary benefits. The main advantage of a thank-you letter is that your donor knows that you are thankful. Because you said so.

So don't ask for other gift in your thank-you letter. Ignore the consultants who say that the thank-you letter is the exquisite place to solicit a second gift. It's not. It's the worst inherent place. You haven't earned the right to other gift when you haven't even spent the first one yet. But there are good reasons to avoid this blunder.

Are you thankful . . . But?

Asking for money in a thank-you letter is like receiving an apology from someone who says, "I'm sorry . . . But." I think you'll agree with me that an apology followed by a "but" is no apology at all. Apologies should be unequivocal and absolute. "I was wrong. I'm sorry." End of apology. No clauses, no excuses.

The same goes for your thank-you letters. They should say "thank you" and nothing more. Extending your thanks and extending your tin cup at the same time is plain rude. And bad for business.

In a study conducted by Penelope Burk and Cygnus Applied Research, Inc., 53% of personel donors surveyed said request for other gift in the body of a thank-you letter is rude. Eight percent said they stop giving if this happens.

And yet 66% of personel donors say they have received requests for other gift within the body of thank-you letters. Thanks to disrespectful fundraisers, that is.

Let me put it this way. Do you want to be rude to over half of your donors? Of procedure not. So don't say, "Thank you, but." If you are going to say anyone in increasing to a sincere thank you, say this: say what you are doing with the donor's gift praise them for their involvement tell them the distinction their donation is production right now thank them for participating in your cause

You may be mental that request for other gift in the thank-you letter is cost effective because you don't need to mail other appeal. You say thanks and solicit a gift with one stamp. I admit, you might raise more money that way. But you'd lose more donors.

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