February 2025

In the digital age, where emails and text messages dominate, there’s something profoundly personal about a handwritten note or thoughtful letter. For charities, connecting with donors often means finding creative ways to show impact and gratitude. Writing personalised notes, cards, or letters to your patients or clients and sharing them with donors is a powerful tool to deepen donor engagement. Here’s how charities can do this effectively.

1. Highlight Personal Stories with Permission

One of the most impactful ways to connect donors to the cause is through storytelling. Ask for permission from patients or clients to share their stories in notes or letters. If needed, anonymise sensitive details to ensure their privacy and dignity. For instance, a cancer patient might share how donor support provided access to life-saving treatments, or a student might describe how a scholarship changed their future. Include these stories in thank-you cards to donors, making the impact of their contributions tangible.

2. Create Collaborative Personalised Thank-You Notes

Invite clients or patients to participate in creating thank-you notes. For example, children in an after-school program could draw pictures, or participants in a community art class might design cards. Pair these creative expressions with a short note explaining the program’s success. When donors receive these unique pieces, they’ll feel a personal connection to the people they’ve helped.

3. Celebrate Milestones Together

Engage your donors by involving them in celebrations. If a patient has reached a recovery milestone or a client has achieved a goal, write a note sharing the good news. Include a personal thank-you message like, “Because of your generosity, John completed his first year of college. Here’s a note he wrote to share his gratitude.” Including a photo (with permission) can make the note even more impactful.

4. Host a Letter-Writing Event

Consider hosting a donor appreciation event where clients and patients write personalised letters directly to donors. Make it a fun and interactive experience with snacks, music, and creative supplies. Donors will appreciate the handwritten notes, and clients will have the opportunity to express their gratitude.

5. Use Seasonal Cards

Leverage holidays and seasons to send themed cards. For example, during the holiday season, you could send a warm, festive note from a family who received housing assistance. In spring, share a card featuring flowers drawn by clients in an art therapy program. The seasonal touch adds thoughtfulness and timeliness to your communication.

6. Show Donors the Impact of Their Specific Contribution

When possible, tie notes and letters to specific contributions. For instance, if a donor funded a new piece of medical equipment, include a note from a patient who benefited from it. If they supported a school program, share a letter from a student who gained new skills. Showing a direct link between the donation and the outcome makes the impact more personal and real.

7. Add Video or Audio Components

Consider combining traditional notes with modern technology. A written card could include a QR code linking to a short video message or audio recording from a client expressing their thanks. This multimedia approach brings the message to life while preserving the personal touch of a handwritten note.

8. Incorporate Small Tokens of Gratitude

In addition to letters or cards, consider including small, meaningful tokens. For example, a bookmark designed by clients, a flower pressed into a card, or a simple bracelet made during a workshop. These small gestures create a memorable experience for the donor.

9. Keep It Consistent and Authentic

The key to success in using notes, cards, and letters is consistency and authenticity. Ensure that every communication aligns with your organisation’s voice and mission. Avoid making these letters feel generic or overly polished. Donors respond best to genuine, heartfelt messages.

Final Thoughts

Writing personalised notes, cards, and letters that connect donors to the people they help is an incredibly effective way to foster long-term relationships. By sharing stories, celebrating milestones, and adding creative touches, you can show donors the true impact of their generosity. In a world where communication often feels impersonal, these thoughtful gestures stand out and make a lasting impression.