Best Thanksgiving Email Ever

by Bryn George | September 23, 2023

Just about everyone in the US celebrates Thanksgiving, gathering with loved ones in gratitude to share a meal.

That’s why Thanksgiving is a perfect time to say thank you to donors.

Last year, I decided last-minute to use mail merge to send an email on the morning of Thanksgiving (around 7:45 a.m.) before my husband and I flew out of NYC to be with family. Here is the copy of the email I sent:

Dear {First Name},

As I head to the airport to be with family (hoping to watch the parade on the plane), I wish you and your loved ones a Happy Thanksgiving!

And in the spirit of Thanksgiving – thank you for providing food for families today and allowing them to gather around their tables and enjoy a special meal together – and for the food and resources you help give all year.

With gratitude,

Bryn

Later that day, I sat stuffed on the couch and looked at my phone. To my surprise, I saw a full inbox! Within four hours of me sending my email, nineteen donors had written me back.

“Dear Bryn, Thanks so much for your message. I hope you had a lovely Thanksgiving with your family. We were in Madrid so enjoyed Tapas instead of Turkey! Take care, and I hope you have a lovely holiday season. This is always a fun time to be in NYC.”

“Hi Bryn, Thank you for the nice message. I hope you have arrived at your destination safely and are enjoying a wonderful Thanksgiving holiday with your family!”

“Thank you and same to you! We are heading to Philly in a bit to be with some cousins. My 90 year old aunt is also making the trip. The work you do is putting food on the table today and every other day, so thank you for your year round efforts”.

And so on…

I had never had this much of a response to an email before. What was so magical about this email that many had written back within a few days? After some reflection, this is what I took away.

Under Three Sentences

With email on our phones, most of us receive and respond to it on the go. I have found that the shorter the email, the more likely donors are to respond.

As fundraisers, many of us are guilty of being wordy. So, when drafting an email, is there a stat or an extra sentence about the mission that can be put aside and shared in a different setting? Focus on the purpose of the message and what you want to accomplish. “Thank you for supporting us over five years. We’d love to host you for a tour. Do you have time next month?”

Personal Connection

Make a personal connection to donors. By sharing my holiday plans, I reminded recipients that behind the email is an actual person – and it’s not just another email campaign.

Then, I tied it back to impact. That’s our job as fundraisers: not just to make friends, but to make meaningful connections to the mission.

A Simple Thank You

I recently received a postcard in the mail from a charitable organization. On the front, it said “Thank You,” but when I flipped it over, I found a QR code and “Ways to Donate” beneath the thank-you message. My delight over the card fizzled out. Was this really a thank you? Or was it an appeal?

There are settings to communicate both a thank-you and an ask, but look for opportunities to simply say thank you. No ask, no QR code. No donate button. No invitation. No response necessary. Just a simple thank you.

Take the challenge!

I encourage you to draft an email following these three steps: make a personal connection (when all else fails, talk about the weather!), keep it under three sentences, and say thank you without making an ask. You might be happily surprised by the responses!

I’d love to hear how it goes. Please email me or message me on LinkedIn.

Wishing you lots of meaningful connections…

Helpful tip: When I pull a list for a mail merge, I scan the first names. For donors I’m familiar with, I change formal names to informal names such as “Cynthia” to “Cindy” or “Andrew” to “Andy.”