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The average response
time for a donor to receive a thank-you - if they do at all - is FIVE
TO SEVEN WEEKS. This is pathetic.
Charities that cut
costs by refraining from mailing thank-yous - or by sending such
cut-rate items as preprinted postcards that are not personalized are
missing the boat. It's not simply enough to send a thank-you, it
must be sent quickly and it must be personalized.
Here is a list of why
you need to send thank-you letters.
- It reassures donors
that it was a good idea to send a contribution.
- It welcomes them to
your "family"
- It lets them know
that they have joined with other supporters and it has an impact on
your work.
- It gives them a
reason to continue to support your organization.
Many direct mail pros
argue that a thank-you is the best time to solicit another contribution.
If you're sending the thank-you for a membership gift or giving club, a
small flyer about all the levels of giving could encourage a donor to
upgrade to a different level based on the incentives they would receive.
At the very least your
Planned
/ Deferred Giving
materials should be included so that the donor is aware of other ways to
give.
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