Donor Relations

This section will outline best practices for writing gift acknowledgments and preparing your unit's award packets, the latter of which should always include thoughtful cover letters from your department/program's leader. This section of the Hub will also highlight the importance of impact reporting or, in other words, the ways in which you can demonstrate to donors how their contributions make a difference.

Our objective is to foster a donor-centered fundraising culture, which is an integrated and collaborative approach to raising more money that inspires donors to remain loyal longer, make more generous gifts, and shift their giving from modest to generous sooner.

Gift acknowledgments

The College maintains a system for acknowledging every gift it receives, ensuring that donors receive timely, personalized recognition from both the IU Foundation and the College itself. The Foundation acknowledges gifts with receipts and thank-you notes, while the College’s Office of Advancement sends personalized acknowledgments, reinforcing the importance of each donation.

Departments and programs also play a critical role in this process, as the most impactful recognition often comes directly from the unit benefiting from the donation.

Personalized thank-you notes can make donors feel appreciated and valued, encouraging future generosity and deeper connections. Taking the time to send these direct acknowledgments is perhaps the single most effective way to demonstrate gratitude and foster continued support.

If you want to learn more about the gift acknowledgements organized by the Foundation and the College, check out slides 8-28 of this presentation, which featured three speakers from the Foundation and Gillian Johnston, the College’s Director of Annual Giving and Donor Relations.

Research shows that for donors to continue to give and increase their gift they need to know three things:

That the gift was received, and you were pleased to receive it.
That the gift will be used as the donor intended.
That the project or program to which the gift was directed had/is having the desired effect.

Gift acknowledgments Dos and Don’ts.

Dos:

Acknowledge promptly: Send thank-you letters soon after receiving your monthly giving and acknowledgment report.
Personalize your message: Address the donor by name and reference their specific gift to make it more meaningful.
Express impact: Clearly explain how the donation will be used and the difference it will make in your unit.

Don'ts:

Don't ask for another gift: Your acknowledgment should focus solely on appreciation, not a follow-up ask or any mention of their exact gift amount.
Don't be generic: Avoid impersonal greetings like “Dear Donor” that make the thank you feel less genuine.
Don't skip a P.S.: Use a postscript to highlight an upcoming event or next engagement opportunity.

If you’d like examples of high-quality, unit-level gift acknowledgments—or if you’d like help crafting your own—please contact Matt Herndon, the College’s Associate Director of Annual Giving and Donor Relations.

To learn more about the research-backed best practices for acknowledging a gift, check out the blog of Penelope Burk, author of the industry standard book Donor-Centered Fundraising.

Award packets

The Office of Advancement sends award packets to donors who have funded scholarships and fellowships in the College, which include letters from the recipients those donors have supported. These letters offer a personal touch, showcasing the direct impact of donor generosity on our students.

To accompany these packets, it’s essential for departments and programs to include a personalized cover letter from their chair or director. A well-crafted cover letter not only expresses gratitude on behalf of the unit but also highlights the broader influence of the donor’s gift on the academic community.

These letters can help deepen the connection between donors and the department by sharing meaningful updates, student achievements, or future goals. Such personalization reinforces the idea that the donor’s contribution is truly appreciated and impactful. When a chair or director takes the time to write a thoughtful note, it can make the donor feel more engaged and motivated to continue their support, enhancing the relationship for the long term.

Dos and Don’ts of high-quality cover letters for award packets

Dos:

Personalize the letter: Address the donor by name and reference their specific contribution to make them feel valued and appreciated.
Express sincere gratitude: Clearly thank the donor for their support and highlight the impact their generosity has had on the department and students.
Provide updates: Share relevant news, such as new initiatives, student enrollment growth, or other developments, to keep the donor informed and engaged.

Don’ts:

Don’t be generic: Avoid using a template-style letter with vague language. Tailoring the letter to the donor and their contribution is key.
Don’t overuse formal language: Keep the tone professional but warm and conversational, which helps foster a stronger connection with the donor.
Don’t forget future engagement: Conclude the letter with an invitation for the donor to visit or stay connected, which helps build an ongoing relationship.

If you’d like examples of high-quality cover letters—or if you’d like help crafting your own—please contact Gillian Johnston, the College’s Director of Annual Giving and Donor Relations.

Impact reporting

Impact reporting is essential for showing donors the genuine, tangible difference their philanthropy makes in the College. Donors want to see how their contributions are directly supporting students, faculty, and academic programs, so weaving stories of impact into your communications is crucial.

Stories of impact, whether part of an annual newsletter or offered as smaller updates throughout the year, allow donors to see the fruits of their generosity and the transformative outcomes of their gifts. This not only reinforces the value of their continued support but also deepens their connection to your unit and the College.

Our office works hard to continuously tell stories of impact throughout the year. We recently introduced the College’s first-ever impact report, and we’ll continue to send impact updates to our donors throughout the year. You’ll see stories of impact woven into articles released by the College—whether they’re about an endowed professor’s research or a scholarship recipient’s studies—and we frequently collaborate with the IU Foundation on messages of impact like the video below.

In addition to these stories of impact told by the College, it’s vital for departments and programs to share their own success stories in a way that is personalized and meaningful.

Whether highlighting student achievements, new research projects, or program developments, those stories should offer a window into how philanthropy drives change. This kind of transparent and authentic communication can significantly enhance donor relations, making them feel like active participants in your unit’s success.

Tips for reporting impact

Be specific: Share stories that illustrate the direct outcomes of the donor’s gift, whether it’s student success or faculty achievement.
Be donor-centered: Make the donor the hero of the story. Impact reporting should not celebrate our work; instead, it should position the donor as the hero who is making that work possible.
Share regularly: Provide mini-updates throughout the year, not just in annual newsletters or one-off posts on social media.
Collaborate with the advancement office: Work with the College’s Office of Advancement to ensure your updates are aligned with broader communication efforts.

Questions?

If you have any questions about donor relations, please contact Gillian Johnston, the College's Director of Annual Giving and Donor Relations.

Donor Relations

Donor Relations

Gift acknowledgments

Research shows that for donors to continue to give and increase their gift they need to know three things:

Gift acknowledgments Dos and Don’ts.

Award packets

Dos and Don’ts of high-quality cover letters for award packets

Impact reporting

Tips for reporting impact

Questions?

College of Arts + Sciences Intranet resources