Look how many donors are stepping up to help meet immediate needs during the Covid-19 crisis! I’m grateful. I’m sure your nonprofit is, too. But does your donor know what a difference she made?
It’s up to you tell her–and one of the best ways to say thank you is by sharing a story.
Here’s an excellent email from Bread of Life, sent to me by one of my friends in Melrose, MA. Make sure to read the paragraph in italics!
Dear Serena, Thank you for your online donation. This will help Bread of Life provide COVID-19 hunger relief services to neighbors in need. We have seen a dramatic increase in the numbers of people needing our food pantry and evening meals. Up to 70% of those coming to our food pantry are new, many experiencing unemployment, waiting for unemployment checks. We also initiated a grocery delivery program to senior citizens, disabled residents and families with special needs. We are delivering to residents of Malden, Everett, Medford, Melrose, Stoneham, Reading, Wakefield, Revere, Winthrop and Chelsea. A senior citizen called to say she had just received the groceries we delivered to her home. She seemed stressed and we wondered if something was wrong with the grocery order. She said “I’m sorry it’s difficult for me to speak. I’m just so overwhelmed by the kindness of Bread of Life and the kindness of the delivery driver. I’m so grateful, you wouldn’t believe.” Thank you for supporting Bread of Life.. It is through the help and generosity of people like you that we are able to continue our work. Your compassionate support truly makes a difference! Bread of Life. |
If I were advising Bread of Life, I would make only two suggestions to improve this email:
- Use less “we” and more “you.” Not “We initiated a grocery delivery program” but “Your gift made it possible to deliver groceries to senior citizens, disabled residents,” etc.
- Take that touching story and move it toward the top of the email. If you read nothing else, and I am Bread of Life, I want you, the donor, to read that!
Can I help your organization improve its thank-you letters and emails? Email [email protected], and let’s make a time to find out!
Absolutely! And most of the non-profit organizations right now, they always forget to say thanks. It’s very little thing, but It has a big impact. Your content in email is very powerful. I will email you after this outbreak ends and I hope you can help me. Thank you so much!