Donor Acknowledgements in the Age of AI: Why Personal Gratitude Still Matters

Fundraising at its core is about relationships. But in the Age of AI, when many fundraisers are seeking to boost productivity and meet ever-increasing expectations, donor acknowledgements are one area that’s evolving.

For some, that’s a good thing—no one enjoys a stale thank-you letter that hasn’t changed in five years! But as you work through your hopefully long list of year-end acknowledgements to major donors, are you leaning on ChatGPT too much and shortchanging your most important champions?

Gratitude Comes in Many Forms

As fundraisers, we learn early that a mailed or emailed thank-you is the bare minimum. Beyond the basic acknowledgement letter, donors may also receive:

• A handwritten note from staff or leadership
• A phone call with a more personalized message
• An additional note or call from a volunteer
  

Key Elements of a Strong Donor Thank-You

While you want your thank-you note to stand out and feel personalized, there are some specific points you always want to include in your message. 

1. An Engaging Opening

Connect with your donor immediately. Show enthusiasm and put energy into your first sentence:

• “When I opened our mail today and saw your check, I was thrilled to see you are continuing your support of our education program!”
• “You are amazing! Thank you for continuing to believe in our work, especially this past year when we faced so many unexpected challenges.”

2. Highlight the Impact

Donors want to know the difference they made. Be specific, direct, and let them be the hero:

• Instead of: “Your gift enabled us to expand our advocacy education which impacts children by…”
• Say: “Your gift expanded our education work and changed children’s lives by…”

3. Reflect Donor Interests

Touch on aspects of your mission that resonate with each donor. Include elements of your mission that will be impacted by their gift when possible. If you’re unsure why they gave, ask next time! You can ask:

• “What made you decide to support us?”
• “Why is this program important to you?”

These conversations build relationships and can uncover details that motivate and inspire your donor.

4. Include a “What’s Next”

Keep donors engaged by suggesting next steps. Organize touchpoints by quarter if possible:

• Share webinars, tours, or upcoming initiatives. 
• Consider inviting a select group to join a ‘virtual roundtable’ discussion with key staff.
• Offer a coffee or meeting for an in-person touchpoint.
• Share video interviews detailing program shifts or a new direction.

Whenever you suggest a next touchpoint, make a note in your database or calendar to follow up.

AI in Donor Acknowledgements: Helpful Assistant or Hindrance?

So, what changes if you use AI to draft major donor thank-you letters?

I’m a fan of AI—2025 was the year we dove head-first into using Chat at Focus. AI can be a perfect assistant in many areas, but for major donor acknowledgements, it often falls short.

The Challenge of AI in Personalized Gratitude

AI struggles to convey heartfelt gratitude and nurture connections. Often, when AI incorporates “feeling” language it seems forced and overly effusive. And, while you can feed a chatbot details about your donor’s interests and prior conversations to improve what you get back, taking a few moments to write the note yourself is often easier and more meaningful.

Include personal touches such as:

• References to a past conversation
• A particular program of interest
• Plans to travel, questions about their family, or other personal tidbits

This personal touch should reflect what you’ve heard in past conversations with the donor and align with your organization’s plans. Fundraising is part science, part art—and this is one area where the art matters most.

The more you rely on AI, the harder it becomes to infuse your letters with these personalized elements. Your donors are contributing significantly to your mission—aren’t they worth the time to make them feel truly appreciated?