How One Thank You Card Got Me To Increase My Annual Donation
Every year, I make a small donation to my Alma Mater. It would be a large donation, but since I’m still paying back the massive student loans I had to take out to pay for education at said Alma Mater, the donation is small for now. The university has always been good about sending thank you cards, but this year’s card really stuck out because of its personalized nature. Although it was a mass mailing, I felt that I was being personally thanked for my specific donation.
Instead of the usual letter from the President, this card was from 6 current students. The front of the card features the signature of each student. Now I know these were printed on the paper and that each student didn’t sign each individual card. However, even a stamped signature is more personal than simply a typed name. Although they didn’t put their name to each individual card, they have put their name on the entire project and approved if with their John Hancock.
When I opened the card, I found messages from each student thanking me for my donation and telling me how my donation impacted them personally. The tone of the messages were very personal with phrases like “I appreciate you” and “You have made this happen for me.” Even though I knew thousands of other donors received the same card, I still felt as if they were personally thanking me. Plus, it was encouraging to know that my money was actually helping students and not being squandered.
To top it all off, the back of the card had a picture of all the students. This was another great personal touch as it allowed me to put a face with the signature and messages.
Overall, what makes this branded thank you card so unique and successful is the fact that it doesn’t simply say “thank you,” it tells a story. It’s the story of six students eagerly pursuing higher education and greatly benefiting from donations to their beloved university. But it’s also my story. It’s a story compiled of my memories of attending the university and my current donations. It’s a story so powerful, it’s convinced me to have a greater impact on the story by increasing my donation (side note: no where in the card does it ask me to increase my donation.)
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