It’s good that many charities are realising how important it is not only to say ‘thank you’, but also how it is said. No longer, in many cases, is a ‘thank you’ letter simply an acknowledgement that the money has been received. It is the first step in securing the next donation!

I believe that a ‘thank you’ letter is extremely important. It should outline how the money will be used, and the benefits which will accrue. Above all, it should give the donor a warm feeling that he or she has done the right thing. Even better, if it can subconsciously give the donor the thought that, perhaps, he or she should have given a bit more!

If a letter can achieve that, it will make the donor much more receptive to future requests; the ‘bond’ should strengthen as more donations are made, and thank you letters are received.

As donors, we may feel that a charity should not have to go to great trouble to thank. In practice, I  believe that it is in everybody’s interests for such letters to strike just the right note.

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