How soon should I thank a donor?
Within 24 to 48 hours. Use their name, say what their gift does, and don't ask for more yet.
A thank-you is the moment a donor decides how they feel about you. The sooner it arrives, the more it feels like someone noticed. The usual advice is to say thank you within 48 hours, and within 24 hours if you can.
Two thank-yous, not one
Many platforms send an automatic confirmation the moment a gift comes in. That is a good start, and it is not yet a thank-you. Add a personal message from a real person within a day or two. One fundraising platform suggests a more personal follow-up within a week or two at the latest, but sooner is better.
Glowie's three steps
- Use their name. A name turns a receipt into a relationship. Check the spelling before you send.
- Say what their gift does. One concrete result beats a general "thanks for your support".
- Don't ask for more. Say thank you first. Ask later, in a separate message.
Thank you, Sarah! Your €25 pays for a warm meal for a family on Friday. We'll tell you how the evening went.
The amounts and names in this example are invented.
In WeGlow
If your organisation has written a thank-you text, WeGlow sends it automatically after a gift. Not every organisation has done that yet, so check yours.
Is an automatic email enough?
It is a good first step. Add a personal message from a real person soon after, especially for larger gifts or for donors who give again.
When do I send a more personal follow-up?
Fundraise Up says ideally within one or two weeks after the automatic confirmation, for example with an impact update. The personal thank-you from a real person ideally comes within a day or two. Sooner is better.
Can I already ask for more in the thank-you?
We advise against it. Say thank you first and ask later, in a separate message. One source suggests adding a way to give more inside the thank-you. That is a different choice, and our view is a judgement, not a fact.
How sure are we?
This is practice advice from fundraising software companies, not the result of a trial. The "24 to 48 hours" is a guideline, and we found no study that proves the exact number. One source suggests adding a way to give more inside the thank-you. We think a first thank-you works best on its own and the ask can follow later. That is our judgement, not a fact.
Read next
- What should I write in a thank-you email to donors?
- How do I deduct a donation from my tax in Switzerland?
- How do I deduct a donation from my tax in the Netherlands?
Sources
- How to say thank you to donors the right way (Funraise): thank within 48 hours, 24 is better
- How to write a great donation thank-you email (Societ): send it immediately after the donation
- Beyond the donor thank-you letter (Fundraise Up): automatic message first, personal follow-up later, concrete outcomes
- 5 things you should do in your donor thank-you email (Foundation Group): use the name, say why it matters and how it will be used
More from Glowie
- How do I deduct a donation from my tax in Switzerland?
- How does the tax reduction for a donation work in France?
- How do I deduct a donation from my tax in the Netherlands?
- How does Gift Aid work in the UK?
- How does a tax certificate for a donation work in Belgium?