PEOPLE SAY THAT NOT BEING THANKED IS THE MOST COMMON REASON WHY THEY DON’T MAKE ANOTHER DONATION TO A CHARITY
Does your business take the time to say ‘Thank You’ to your customers and supporters?
For the charity sector, this is something of great importance, as research shows not being thanked continues to be the most common reason people give for not making further donations to an organisation.
The research published by fundraising consultancy John Grain Associates found from over 100 charities surveyed:
- One in ten charities did not thank their new donors who gave a first gift of less than £10
- Almost one on five charities who did not ever thank new donors giving less than £5
- Over half of existing supporters giving online, only received a bounce-back email acknowledgement.
However, over 25% of charities in the survey tried ‘always or often’ to send handwritten thank you messages to acknowledge gifts.
EXAMPLES OF WAYS TO SAY ‘THANK YOU’
A communication plan with structured touchpoints could work well for your organisation; for example:
- An automated receipt following the donation
- A follow-up letter, thanking the supporter for the donation
- Subscribing the supporter to a regular newsletter
- Segregating future mailings so they include a line acknowledging their previous support
- Sending a physical or digital copy of the annual report at the end of the year.
When charity communications are so often a request for help, planning how to say ‘Thank You’ is an opportunity not to be missed!
For more information and to see how ONEPOST can help you, please get in touch with us today!