---
name: sponsor-thank-you
description: "Creates sponsor and donor thank-you communications with personalization, impact updates, and continued engagement."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Sponsor Thank-You

## When to Use This Skill

Use this skill when you need to:
- Write thank-you communications for sponsors, donors, or supporters
- Create personalized acknowledgment letters with impact updates
- Build multi-touch thank-you sequences that deepen engagement
- Design stewardship communications that encourage continued giving

**DO NOT** use this skill for donation receipts (tax documents), fundraising appeals, or generic autoresponder emails. This is for genuine, personalized thank-you communications that build lasting supporter relationships.

---

## Core Principle

A THANK-YOU IS NOT A RECEIPT — IT IS THE MOST IMPORTANT COMMUNICATION IN YOUR DONOR RELATIONSHIP BECAUSE HOW YOU SAY THANK YOU DETERMINES WHETHER THEY GIVE AGAIN.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Supporter type** | "Sponsor, major donor, recurring donor, or first-time donor?" | First-time donor |
| **Gift details** | "What did they give? (amount, sponsorship tier, in-kind)" | No default — must be provided |
| **Specific impact** | "What will their contribution specifically accomplish?" | No default — must be provided |
| **Personalization data** | "Do you know anything personal about this supporter? (how long they have given, connection to the cause, etc.)" | Minimal — first interaction |
| **Communication channel** | "Letter, email, video, phone call, or handwritten note?" | Email + handwritten note for major gifts |

**GATE: Confirm the brief before writing.**

---

## Phase 2: Plan

### Thank-You Tiering

Match the response to the gift level:

```
| Gift Level | Response | Timeline |
|-----------|----------|----------|
| Under $100 | Automated email + personal P.S. | Within 24 hours |
| $100-$499 | Personal email from ED | Within 48 hours |
| $500-$999 | Personal email + handwritten note | Within 48 hours |
| $1,000-$4,999 | Phone call + personal letter | Within 24 hours |
| $5,000+ | Phone call + letter + personal meeting offer | Same day |
| Sponsors | Custom package: letter + social mention + impact report | Within 48 hours |
```

### Multi-Touch Sequence

```
## Thank-You Sequence
**Touch 1 (Day 0):** Immediate automated receipt + warm thank-you email
**Touch 2 (Day 1-3):** Personal message from leadership (email, call, or note)
**Touch 3 (Week 2):** Impact update — "Here's what your gift is doing"
**Touch 4 (Month 3):** Story update — beneficiary story connected to their gift
**Touch 5 (Anniversary):** Annual giving anniversary acknowledgment
```

**GATE: Present the thank-you plan for approval.**

---

## Phase 3: Write

### Thank-You Letter Template

```
Dear [Name],

[Personal opening — reference their specific gift, event attended, or connection to the cause]

[Impact statement — exactly what their gift will accomplish]

[Story — a brief example of someone their gift helps]

[Gratitude — genuine, not formulaic. Make them feel like a partner, not a transaction.]

[Forward look — what you are working on next, and how they are part of it]

With gratitude,
[Signature]
[Title]

P.S. [One specific, memorable detail about the impact of their gift]
```

### Writing Rules

- Use the donor's name at least twice (opening and body)
- Reference the specific gift amount or sponsorship tier
- Connect their gift to one tangible outcome
- Write in first person from the executive director or founder
- Keep the letter under 300 words (email) or one page (printed)
- Never include another ask in the thank-you — this is gratitude only

### Sponsor-Specific Elements

For sponsors, add:
- Recap of the benefits they received
- Metrics on their exposure (impressions, attendees, clicks)
- Photos or screenshots of their logo placement
- Invitation to renew or upgrade for next time

---

## Phase 4: Polish

### 1. Personalization Checklist

```
- [ ] Donor's name is spelled correctly
- [ ] Gift amount or tier is referenced
- [ ] Connection to the cause is mentioned (if known)
- [ ] Impact is specific to their gift level
- [ ] Tone is warm and genuine, not corporate
- [ ] No fundraising ask is included
- [ ] P.S. adds a memorable detail
```

### 2. Timing Standards

```
## Response Time Standards
- Automated receipt: Immediate
- Personal thank-you: Within 48 hours
- Impact update: Within 30 days
- Annual acknowledgment: On giving anniversary
- Year-end summary: January (for tax purposes)
```

### 3. Thank-You Quality Audit

Review 5 recent thank-you communications against these criteria:
- Would you feel genuinely appreciated if you received this?
- Does it feel personal or like a mass communication?
- Does the donor understand what their gift accomplished?
- Would this communication make someone want to give again?

---

## Example 1: First-Time Donor Email

```
Subject: You just changed a student's semester, [Name]

Dear [Name],

Your $50 gift arrived this morning, and I wanted you to know exactly where it is going.

Starting next week, a student named Priya will have access to our after-school tutoring program for the entire semester. That is 48 sessions of one-on-one support — because of you.

Thank you for believing in our work. You are now part of a community of 200 supporters who are making this possible.

I will share an update on our spring programs in March so you can see the impact firsthand.

With gratitude,
[Name], Executive Director

P.S. Priya wants to be an engineer. You just helped make that a little more possible.
```

## Example 2: Sponsor Thank-You Letter

```
Dear [Name],

Thank you for your Gold Sponsorship of our annual conference.

Here is what your partnership delivered:
- Your logo was seen by 450 attendees and 12,000 email subscribers
- Your booth had 85 visitors over two days
- Your brand was mentioned in 3 social media posts reaching 8,500 people

More importantly, your sponsorship funded scholarships for 15 attendees who could not have attended otherwise.

We would love to have you back next year. I will reach out in March with early-bird renewal details.
```

---

## Anti-Patterns

- **Generic form letters** — "Dear Donor, Thank you for your generous contribution" feels like spam. Personalize.
- **Including an ask in the thank-you** — this is gratitude, not a fundraising opportunity. Mixing the two cheapens both.
- **Delayed thank-yous** — a thank-you that arrives 3 weeks later loses its emotional impact. Speed matters.
- **Thanking the gift, not the person** — "Thank you for your $100" is transactional. "Thank you for caring about our students" is relational.
- **One-and-done acknowledgment** — a single email is not stewardship. Build a multi-touch sequence.
- **No impact connection** — thanking someone without showing what their gift did misses the point.

---

## Recovery

- **No impact data available yet:** Thank them now, promise a specific update date. "In March, I will share exactly how your gift was put to work."
- **Donor name is unknown:** Use "Dear Friend" and add a personal P.S. Investigate the name from payment records for future communications.
- **Hundreds of donors to thank:** Use tiered automation for smaller gifts but always personally touch gifts over $500.
- **User has never done stewardship:** Start with the thank-you email and one impact update. Build the full sequence over time.
