With the uptick of COVID-19 cases, this holiday season is going to be different than any we’ve ever experienced. While people were more active online at the beginning of the year, we’re now seeing people tune out and crave real human connection again. The holiday season already capitalizes on nostalgia and warm, cozy vibes, but this year people are holding onto all those feels a little tighter. 

My point is that this giving season is not the same old, same old, and you should think about how to best meet people where they’re at. Right now a small, thoughtful gesture will go a long way. And with Giving Tuesday behind us, a handwritten note can serve two purposes: acknowledging a gift and expressing sincere gratitude — from a real person! 

Deepen connections with donors, and write a simple ‘thank you’ note. 

It might seem like a “d’oh!” tip, but lots of nonprofits forget to take this easy step — and this mistake can come at the expense of cultivating deeper, more meaningful relationships with your donors. 

Think about it. I bet in the last year most of your mail was junk, which makes a piece of real, hand-addressed mail stand out and generate excitement. In fact, I can think of 3 personal notes I’ve received this year from both nonprofit and for-profit organizations. These notes meant even more to me because someone took the time to sit down and put good ol’ pen to paper to express their gratitude. 

Sure, it may take you a little longer to send than a digital thank you, but I guarantee the ripple effect will go much further. Each of the 3 notes I received this year has sat on my desk for a good amount of time, and I’ve even shared with friends and family how thoughtful the notes were. Especially during such a challenging year, these simple handwritten notes connected with me emotionally, reminded me of the organizations I support, and generated free word-of-mouth buzz – all from a single ‘thank you’ card!

So instead of sending a generic video to your donor’s inbox, I challenge you to send each of your donors a handwritten note. No matter how big or small the gift, give thanks to every single donor during this especially tough year. It doesn’t have to be complicated or perfect. In fact, the more simple and heartfelt your note is, the better!