Thank you emails are key to maintaining your supporter relationships. Saying thank you shouldn’t be something you have to do but something you want to do. Your charity values each and every one of its supporters’ contributions so why not let them know? Thank you emails help to build loyalty and make for a more satisfying giving experience for your supporters.
In the meantime, here are some tips to help charities create and send effective thank you emails.
Tip 1: Make it Personal
Personalisation will of course make your thank you emails more individual. Address your supporters by name, refer to the specifics of their gift and mention the campaign or cause they’ve given to. Is it their first gift? A regular gift? A special donation? Use all the information you have to make your emails as unique possible. Write in such a way that involves your supporters, treating them like the valued individuals they are and making them feel special.
Tip 2: Use Uplifting Content
Use case studies and tell stories to emphasise how much your supporters have helped. Tell them how their contributions have really made a difference and solved problems. Photos are easily digestible and a great way to represent and showcase this. Use shots of the beneficiaries – people, animals, whatever your cause is. Research has shown the use of a single, identifiable subject to be most effective. If you have the resource, go one step further and link to videos that show the change and positivity made possible by your supporters. Use dynamic content and links to tailor your emails to each user, which, as per our first point, makes the experience even more personal.
Tip 3: Don’t Ask Again
If your thank you emails contain a further ask, they’re not thank you emails. This email should be about your supporter, demonstrating impact and expressing gratitude. You want them to feel valued, not hounded. Should you require a second ask, that can come at a later date, further along your supporter journey and in a separate email. Keep the focus on your supporters, the cause and the impact of their gift.
Tip 4: Automate Your Emails
Simple automated thank you emails generates twice the engagement of other one-off emails so set up an automation process to handle yours. Use triggers to send prompt responses after a sign up or donation for example engage supporters while they’re warm. As far as transactions go, this also offers peace of mind that any gifts have been received and processed. Acknowledge actions as they’re made and offer your supporters tailored giving experiences.
Your Thank You Emails
Don’t underestimate the big impact of a small thank you. We can help charities with everything from design and content planning to setting up and managing the email automation.
Alex is a Digital Content Coordinator at Copper