Re: Using Emails to Effectively Thank Donors

Cons: Beware of slobbering on your donor with too much all at once. I call it the “puppy love” approach. You’re so excited to see your new master that you jump on him and get in his face telling him over and over again how much you love him.

My 2 cents: Make that first email to your new donor count. As mentioned before, personalization goes a long way. Want to wow donors? Have their first correspondence come from the CEO or chairman of the board, or if there’s a celebrity associated with your mission, get permission to use his or her name to express your gratitude for that first gift. Use this as an opportunity to tell your new donor how her gift will be spent and how much of a difference she’s making. Compelling copy and a slightly larger than usual picture will likely make donors want to engage further. This also could be a great opportunity to mention or showcase one or two upcoming events, recent article posts, etc., in the frame of the email.