Congratulations, you have a new donor! You’ve worked hard to get your message, programs and missions out there, broke through the noise, and someone has taken up your call to action and donated. What happens next can make all the difference between a one-time transaction and a lifelong relationship.
Thanking Your Donors the Right Way
A “thank you” expresses your gratitude and tells your supporters that they are part of the impact that your organization is having. In this follow-up to our article, 10 Steps to Maximize Your Donation Page, we’re sharing a few ideas to help make sure your thank you page is maximizing impact and to help you convert more donations down the line.
Maximizing Your Thank-You Page
Amplify Your Donations Further
A donation is just the start of (or the next step in) a relationship with your donors. Nurtured and cared for properly, that relationship can continue to grow and be mutually beneficial for many years to come. Your post-donation thank-you page is just the first step in nurturing that relationship and should be followed with an onboarding campaign.
To onboard and engage your supporters further, your donation form should have the option to automatically sign people up for your newsletter. A savvy follow-up email and/or phone campaign might include any combination of the following:
- A personal introduction to the team or community that they are now a part of.
- A question or short survey to gather feedback and continue fostering the relationship by learning more about your donor:
- Why did you choose to support us? — As much as you can, try to get the story of what led them to support your organization.
- Are you interested in additional opportunities to support our cause? — Ask how they want to be involved in furthering your mission. Whether it’s volunteering, hosting an event, launching their own fundraiser, etc., make it clear that you value everything they bring to the table, not just their wallets. See our interview with Lisa Greer, author of The Philanthropy Revolution, for a lot more on this subject.
- A specific example (i.e., story) of the impact a donation like theirs has had, including:
- Where and how the donation is applied and how it’s helping.
- Whom, personally, the donation helps (with names and even photos of recipients, if possible) to foster a personal empathetic connection.
- How your organization helps their donations go even further.
- Additional ways donors can help your cause or share your nonprofit’s message.