Eight ways to say ‘thank you donors' (and make them feel the love)

"The single most important way of retaining people’s support and goodwill is to say thank you promptly and to demonstrate that you have noted and valued”

- The Open University, "Building relationships with donors"

A good old-fashioned thank you letter

Let’s be clear: an automated donation receipt is not a thank you - it's a confirmation.

The UK’s Directory of Social Change notes that, "next to your fundraising appeals, your thank-you letter is the most important communication a donor receives."

A real thank you letter feels authored, not triggered (even if it is triggered!) 

A strong donor thank you message example usually includes:

• Their name - correct spelling!
• Recognition of the gift amount and campaign.
• A short, personal story showing impact.
• A human sign-off.
• A gentle cue for what happens next.
• A P.S. (because everyone reads the P.S first ...)

Tone matters more than polish. Write like a person, not a policy.

A simple donor thank you message example

Dear [Name]

Thank you so much for your recent donation of £25 to our Winter Appeal.

We noticed this is your third gift to us this year, and it couldn’t have come at a more important time. Because of your support, families facing crisis this winter will have somewhere warm, safe and welcoming to turn to.

Many of our supporters tell us they give because everyone deserves dignity when times are hard. If that’s true for you too, please know your generosity is already making that belief real for people in our community.

We’ll share an update with you in the coming weeks so you can see the difference your kindness is making.

With heartfelt thanks,

[Your Name]

P.S. Your support last winter helped keep our doors open during the coldest weeks. We haven’t forgotten that. Thanks for giving again.

It’s simple. Personal. Specific. And crucially, it sounds like it came from a human being.

Messages like this are far easier to send consistently when donor details, gift history and communications are connected in one place rather than scattered across systems and spreadsheets.

We love the way: Farm Africa paired a simple letter with a small bag of coffee. Memorable, tactile gratitude that lingers.

Pick up the phone

Nothing says “you matter” like a voice on the line.

Growing donor relationships - not just recording them - undoubtedly helps retention. It's thought that phone calls can significantly reduce donor attrition, and some donors say thank-you calls are their number one preferred method of gift recognition.

If your time is tight, create small donor segments by gift size, milestone or anniversary - then run a team thank you sprint. One afternoon. Big relational return.

This is where having clean, connected data really helps. Tools like Access Raise make it easier to see who is fundraising and donating - so who to call, when, and why. 

Small tokens. Big heart.

Sometimes the smallest gestures leave the deepest impressions.

Handwritten notes, personalised cards, or small campaign-related keepsakes show thoughtfulness - without needing a huge budget.

We love the way: The NSPCC included a ‘Little book of thank yous’ with their mailing - simple, story-rich and heartfelt.

Invite them in

Say "thank you donors" by celebrating milestones with them personally.

Office tours, project visits, behind-the-scenes events - these face-to-face experiences can deepen emotional connection and build long-term affinity (and yes, it counts as saying thanks).

We love the way: Nottingham Hospital Trust held their ‘Big Appeal Thank You’ event for supporters and families of their summer campaign.

Make them the hero of your newsletter

Features and articles are a great way to showcase people’s stories and shine a light on their success. If you’re running a feature on an individual rather than a generic campaign, take the time to talk to them if you can.

 Find their story. Why did they get involved? How did they raise the funds? What challenges did they face? Are they looking to do more with you in the future? Take the time to get their story right, and make sure you have consent and sign-off on the version you publish. Not only is it good practice, but your donors and supporters will also love the chance to share their ‘why’ with you.

We love the way: Brain Research UK showcase their supporter stories online.

Social media applause

What better way to say 'thank you donors" than a social media shout-out?

A shout-out online has social proof built-in.

Tag fundraisers (with permission), share their fundraising pages, celebrate wins, and show behind-the-scenes impact. Authentic social gratitude boosts visibility - and can even spark new interest (which is still a form of thanking, just with more sparkle).

Plaques and recognition walls

For major and legacy donors, tangible recognition creates a sense of belonging that lasts.

Traditional plaques, virtual walls, and bespoke installations all say: “You made this possible.” - and you can get creative. We’ve seen everything from virtual donor walls to branded spaces and even installations! Whatever you choose, a well-placed and respectful recognition wall is a beautiful way for people to leave a lasting legacy.

We love the way: Severn Valley Railway preserved 3,000 donor names on a 23-metre wall, a physical legacy of appreciation.

Mass communications

Sometimes a big thank you makes a big impression.

If you have the resources, things like billboards, public advertising or dominant outdoor messages can turn gratitude into a spectacle worth remembering.

We love the way: the British Red Cross took over Piccadilly Circus to thank the nation for their kindness.

Saying thank you isn’t a one-off task. It’s a relationship ritual that builds trust and loyalty.

A Community Fund sector guide reminds us: “A genuine, thoughtful and personalised thank you is a powerful thing which donors will notice and appreciate, deepening their connection… and making them feel part of your charity’s family.”

Whether that’s a handwritten note or a billboard, a proper donor thank you message example always recognises the person, not just the gift.

And when you support your gratitude with systems that help you track, segment and personalise at scale (hello, Access Raise), saying “thank you donors” becomes sincere, consistent and strategic - not just nice.