An Offer They Can't Refuse

The survey asked the donor to comment on his program priorities, the organizational accomplishments of which he was most proud and how he’d like to receive information, and it invited his additional comments. The survey also included a mention of planned giving, which was a natural transition given the donor’s tenure of commitment. The involvement devices combined with the select language acknowledging the donor’s importance demonstrated how simple elements could contribute in a meaningful way to the donor experience.

Certificate of appreciation and donor-centric copy
Another example of how a certificate was used to acknowledge support and cultivate a relationship is from the National Museum of the American Indian — a year-end appeal in which the certificate of appreciation was designed to fit a 6-inch by 9-inch envelope. Teaser copy on the outer envelope announced, “Certificate of Appreciation Enclosed.” Upgraded paper was used for the reply/certificate — both integrated into a single form to help minimize the cost of matched components. The personalized, four-page letter referred to the donor as “one of our most dedicated Wellspring members” and gave recognition to the donor for “our great success,” making him feel like the focal point for the accomplishments attained.