The Power of a Prompt and Personal Thank You After Your Event

Today, I want to talk about one of the most crucial parts of your event that takes place after the event is over. This isn't about the letters you send to everyone who donated for tax purposes—that's important and a legal obligation for your 501(c)(3) status. I'm focusing on your direct, swift communication with all the people who supported your event.

You might be thinking, "How quick is quick?" Ideally, you should contact your donors within 24 hours of your event. Yes, 24 hours. It may sound daunting, but nationwide nonprofits have successfully implemented this strategy. Let's delve into why this immediate follow-up is essential and how to make it work for your organization.

Why Prompt Thank Yous Matter

Firstly, why is it so important to reach out within 24 hours? The answer lies in human psychology and the power of gratitude. Donors receiving a timely thank you reinforces their positive feelings about the event and their decision to contribute. It shows that you value their support and recognize their contribution as significant. This immediate acknowledgment can set your organization apart, creating a lasting impression.

Think about it from a personal perspective. How often have you received a thank you from a nonprofit within a day of attending an event or donating? Chances are, if you have, that organization stands out in your memory. This prompt response can transform a one-time donor into a long-term supporter because it builds trust and a sense of personal connection.

Or think of the opposite. I received a thank you form letter a few weeks ago from a group I gave to more than 60 days before I received the letter. I am not the average audience, but that made me mad instead of grateful. That is NOT GOOD.

How to Implement a Quick Follow-Up System

Now, let's talk about how to implement this strategy. The first step is planning. Before your event even takes place, establish a list of dedicated volunteers. These could be board members, table captains, or supporters willing to help. Assign each volunteer a manageable list of 5 to 25 donors you know will be there to contact post-event. This pre-event organization ensures that the follow-up process runs smoothly and efficiently.

Tailoring Your Communication

The method of communication should be tailored to each donor's preference. Some donors might prefer a quick text message, others a phone call, and some might prefer an email. The key is to reach out in a way that resonates with them. This personalization shows that you've paid attention to their preferences, enhancing their positive experience with your organization.

Here are some tips for each method of communication:

• Text Messages: Keep it brief but warm. For example, "Hi [Name], thank you so much for attending our event last night. Your support means the world and helps us achieve [specific goal]. Warm regards, [Your Name/Organization]."
• Phone Calls: These can be slightly more personal. A script might help volunteers stay on track. For example, "Hi [Name], this is [Your Name] from organization]. I wanted to personally thank you for attending our event yesterday. Your support is invaluable to us, and we're excited to put your contributions towards [specific use]. Thank you again for being part of our community."
• Emails: These can include more detail but should still be concise. "Dear [Name], thank you so much for joining us at [Event Name]. We are deeply grateful for your support. Your contribution will go directly towards [specific use], and we are thrilled to have you as part of our mission. Best regards, [Your Name]."

Generally, phone calls and texts leave a more personal feeling than emails, but again, cater to the donors' preferred method of communication if you know it.

What to Include in Your Thank You

When reaching out, the content of your message is crucial. Here's a suggested structure for a heartfelt thank you:

1. 1. Greeting and Personalization: Address the donor by their name. Personal touches go a long way in making the donor feel valued.
2. 2. Thank You Message: Express your gratitude clearly and sincerely. Thank them for attending the event and for their support.
3. 3. Impact Statement: Briefly mention how their contribution will be used. This helps donors understand the tangible impact of their support.
4. 4. Closing: End with a warm closing, reiterating your gratitude. Avoid making another ask at this point; this is purely about appreciation.

Here's an example: "Mary Jane, thank you so much for attending our event. We genuinely appreciate your support. We're working hard to keep music alive in the schools, and your contribution is vital to offset the cost of instruments and instructors. Your presence and generosity make a significant difference in our efforts. Best regards, Ailie."

The Benefits of Prompt Thank Yous

The benefits of this approach are multifaceted. Firstly, it reinforces a positive donor experience, making them more likely to support your organization. Secondly, it opens the door for further engagement. Suppose a donor responds positively or wants to discuss more. In that case, it indicates that they might be interested in deepening their involvement, whether as a volunteer, a sponsor, or a higher-level donor.

Additionally, prompt thank you's can lead to better donor retention rates. When donors feel appreciated and see the impact of their contributions, they are more likely to stay connected with your cause. This can translate into sustained support and potentially more significant donations over time.

Overcoming Challenges

Implementing a quick thank-you system comes with challenges, particularly in coordination and volunteer management. Here are some tips to overcome these hurdles:

- Pre-Event Planning: As mentioned earlier, planning is crucial. Assign volunteers and provide them with the necessary tools and scripts before the event.

- Training: Ensure that your volunteers are comfortable with their roles. A brief training session can help them understand the importance of their task and how to execute it effectively.

- Technology: Use technology to your advantage. CRM systems can help track donor preferences and manage contact lists. Automation tools can also assist in sending out personalized emails swiftly.

Conclusion

In conclusion, following up with your donors promptly and personally is not just a nice gesture—it's a strategic move that can significantly impact your organization's success. By reaching out within 24 hours, you demonstrate your appreciation, reinforce positive feelings, and lay the foundation for long-term relationships.

Remember, a simple thank you can make a lasting impression. It shows that you value your donors and recognize the importance of their support. So, make it a priority to follow up quickly and personally. It's an investment in your organization's future and the community you serve.

Thank you for being part of the Alpenglow community and your dedication to making a difference. Together, we can achieve great things.