How to thank your online donors so they keep on giving

We’re getting smarter all the time about how to treat donors who give online. Here are 7 Best Practices for Donor Thank You Emails from the Nonprofit Marketing Blog:

  1. Say Thank You Within a Week of Receiving a Gift
  2. Send From a Recognizable Name (not a sender that seems to be a bot!)
  3. Make Your Subject Line Specific (say “thank you” or something like it)
  4. Keep the Focus on the Donor (don’t brag about your org)
  5. Acknowledge Previous Gifts
  6. Share the Impact of the Gift (with a story or testimonial)
  7. Say Thank You More Than Once (you can’t say thank you too much)

Let me add one more: If you have the donor’s postal address, also send a postal thank you. This can go a long way to encourage multi-channel engagement, which gives you the best of both worlds: The high average gift of online and the superior retention of offline.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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