How do I write an impact update for donors?

A good impact update is short: lead with the result, tell one story, be honest about what is left to do and end with thanks. Here is how to build it.

A good impact update for donors is short and honest: open with the result their gift made possible, tell one concrete story, say what has not worked yet and close with a sincere thank-you. One screen of text, one image, not an annual report.

Why does an impact update matter so much?

Donors want to know whether their money changed something. When they hear nothing, they fill the gap themselves, and rarely in your favour. A regular, honest update is the cheapest way to build trust and gives you a natural reason to stay in touch without asking again straight away.

For registered charities, accountability is also the norm. Bodies such as the Centraal Bureau Fondsenwerving (CBF) in the Netherlands and the King Baudouin Foundation in Belgium stress transparency about what you do with funds as the basis for trust.

It is worth the attention. According to the American Fundraising Effectiveness Project, 42.9% of the donors of 2023 gave again in 2024. Among new donors the figure was 19.4%, among repeat donors 69.2%. These are figures from American organisations, so Belgium or the Netherlands may differ. They do show where most donors drop away: after the first gift.

The five-step structure

Lead with the result, tell one story, give one or two numbers, be honest about what did not work yet and end with thanks.

  1. The result first. One sentence: what was achieved? "Thanks to you, the new reading club has started."
  2. One story. Show one person or situation. Specific beats general, and it is fine to start small.
  3. The numbers that matter. One or two real figures, explained. Say how you count and what you do not know.
  4. What did not work, and what comes next. Donors value honesty. A setback with a plan builds more trust than a perfect story.
  5. Thanks, and a gentle invitation. End with gratitude. If you ask for something (share, visit, give again), pick just one.

A short template

Hi Sophie, thanks to you and 63 others (insert your real number) our neighbourhood kitchen was open every Friday this quarter. Last week Mohamed sat at the table for the first time after months alone at home. What did not work yet: finding a second cook. That is our next step. Thank you for being part of it.

Adapt the facts to your organisation and use only numbers you can back up.

What tone and format work?

  • Write in "you" and "we", not policy language.
  • Use short sentences and a clear subject line such as "What your gift made possible this month".
  • Add one photo, with permission from the people in it.
  • Make sure it reads comfortably on a phone.

How often and when?

Quarterly is a good rhythm for many organisations, with extra updates at milestones: goal reached, project started, event finished. For a live campaign you can follow up more often. More important than frequency is keeping the promise you set yourself.

Common mistakes

Four traps: staying vague, giving numbers without context, making yourself the hero and ending every update with an ask.

  • Too long and too vague. "Thanks to your support we achieved a lot" says nothing. Name the what, the for whom and the when.
  • Numbers without context. A hundred meals handed out is nice, but without explanation nobody knows if that is a lot or a little.
  • Making yourself the hero. Let the donor and the beneficiary play the lead, not your organisation.
  • Ending every update with an ask. Vary it, so a message with no ask really has no ask.

Before you send, read your text aloud to a colleague who does not know your work. If they understand it, your donor will too.

In WeGlow

On WeGlow campaign and fundraiser pages you can post updates with a type such as milestone, impact story, thank you or goal reached. The page also suggests starter texts for moments like the launch or the first gift, which you adapt before posting. That way your team does not start from a blank page.

How long should an impact update be?

What fits on a phone screen or reads in a minute. Anyone who wants more can click through to a fuller report.

What if there is little good news?

Say so honestly and show what you learn and change. That is often stronger than a polished summary.

Do I have to use numbers?

One or two, well explained. Numbers without a story say little; a story without numbers is unproven.

How many donors give again after their first gift?

In the 2024 figures of the Fundraising Effectiveness Project, 19.4% of new donors gave again, against 69.2% of repeat donors. Those are American figures and they prove no cause. A clear thank-you and an honest first update are still a simple way to start the relationship well.

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