20-Question-FINAL-2016-r2

14
Should you include an “ask” in your
thank-you letter?
Answer: Dealer’s choice
NOTES AND ASSUMPTIONS…
Lisa Sargent, a specialist on thanking, says, as a rule, “never, ever, include an ask
in a thank you. And never, ever, include a donation reply slip.” However, “I reserve
the right to change my mind based on results.”
Jeff Brooks has had different results. “We’ve found,” he wrote in 2014, “that it’s
BEST to include a reply coupon in receipts (plus a return envelope). It dramatically
increases response, which leads to better retention. The thing NOT to do is use
standard ask techniques, like sad stories, negative photos, urgency, etc. The tenor
of the package must be thankfulness and good news. The ask is just ‘My next gift.’
You’re talking to someone who really gets it, and is emotionally well positioned to
give again.”
Lisa continues to test her “never” premise, but so far it’s held up with her clients.
One client does add a Business Reply Envelope to every thank you, as a convenience
if someone wishes to send a check. But there is no reply device with the envelope,
nor does the thank you letter ask for a gift.
The tenor of the [thank you] package
must be thankfulness and good news.
The ask is just ‘My next gift.’
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20 Questions RE Donor Communications © Tom Ahern, 2016