Avoid 3 Mistakes in Your ONLINE Thanks
Worry not...online donor acknowledgment isn't a total minefield (no acknowledgement is). Nonprofits should still watch where they step, though
Avoid the three mistakes listed here, and map your course through the field.
Mistake 1: Thanking Only Through Direct Mail
Yes, you can thank through direct mail as an addition (we'll get to that), but your thanks needs to start at the source, online. A donor who has made a quick donation deserves an equally speedy thank you.
Make sure you have an email that is sent out as soon as a donation is confirmed...one, two, thanks.
After that, you can send a direct mail package. Include a thank you letter signed by a higher-up from your organization and some extra materials about your nonprofit and its mission.
Mistake 2: Writing with Impersonal Language
Your supporters have a spidey-sense for spotting mass communications and they don't like them.
They want to be personally addressed, spoken to like people, and sent letters from real members of your organization.
Doesn't "Hi Sally" sound better than "Dear donor," or worse, "To Whom It May Concern?"
Personalization is a minor fix that packs a big punch.
Mistake 3: Only Recognizing Large Gifts
Many of your online donors are going to be younger and newer, just dipping their toes into nonprofit waters. The first donation they make is likely not going to be the biggest they can or will give.
Don't miss out on a major gift prospect because she waded into the donation pool rather than diving in. Her donation deserves the same thanks a diver's gift ge
Take advantage of the thanking outlets the internet has to offer. Send an email, retweet, post a thank you on Facebook, or set up a donor of the day on your website.
Go forth ... and thank! (PS: thanks for listening, too!)