Summary
Thanking supporters for their generosity to the university is one of the most important ways we can steward our donors. This outlines the best practices for doing so.
Why should you send acknowledgements?
While WFAA provides donors with receipts, sending an acknowledgement is crucial for building
donor relationships and encouraging continued support. Every gift to your School/College should
be recognized with a prompt and thoughtful acknowledgement. These letters serve to
express gratitude and share how the gift has been or will be used, reinforcing
the donor’s impact and connection to your work.
How often should you send acknowledgements?
Sending acknowledgements quickly allows you to capitalize on the donor’s
enthusiasm and excitement about their recent gift. A timely response demonstrates
your appreciation and reinforces the positive feelings associated with their
contribution, strengthening their connection to your School/College.
| GOOD | BETTER | BEST |
| Every 8 Weeks | Every 4 Weeks | Every 2 Weeks |
What should an acknowledgement letter include?
Acknowledgement letters should emphasize the donor’s generosity and the positive impact of their gift. Avoid centering the letter on the School/College or its accomplishments. The donor already believes in your work—that’s why they contributed. Instead, use the letter to recognize their kindness, reinforce how valued they are, and highlight the meaningful difference their donation will make.
A template that works well is the 3 paragraph approach as noted below.
| Celebrate 1st paragraph | Impact 2nd paragraph | Action 3rd paragraph |
| Use this section to focus solely on the donor and celebrate their generosity. Words like “you” and “your” should be used often. | Share a story of impactThink beyond the general idea of what the gift funds and pull out a specific example. See below for a comparison. | Add an action item to continue their engagementExamples: Encourage checking out the Department news page, quarterly newsletter or register for an upcoming event |
Impact Examples
Statement 1 – General Approach
Your support for Trout Lake Station drives vital scientific research, inspires the training of future freshwater leaders, and fosters collaboration with the public, elected officials, and resource managers to develop innovative solutions. Gifts from donors like you also empower us to advance our mission of embracing the Wisconsin Idea, sharing our discoveries with communities both near and far.
Statement 2 – Specific Example Approach
Because of your support, students like Eliana Cook contributed to crucial studies on wild rice (manoomin), an aquatic plant of significant cultural and ecological importance, by collecting water samples, analyzing plant health, and exploring invasive species impacts. These efforts informed collaborations between the UW–Madison team and Indigenous groups, such as the Lac du Flambeau Tribal Natural Resource Department, fostering a blend of traditional ecological knowledge and modern science.
What not to include on acknowledgement letters:
- Do not include the gift amount
- Avoid making requests for additional support
How can I utilize Generative AI to draft my acknowledgements?
Generative AI (e.g. ChatGPT or Copilot) is a great resource to write the first draft of an acknowledgement letter. The key to having a successful output is directly related to the detail of your prompts. Below is an example prompt that used an impact story that already existed on the AFCH website and incorporated additional direction on tone.
Try the Role, Task, Detail, and Tone prompt approach when using your preferred Generative AI program to draft acknowledgement letters. See the resources section at the bottom of this guide to learn more about Generative AI and prompt writing.
Example Prompt
Role: President of American Family Children’s Hospital writing a letter to recent donors to the Child Life program.
Task: Write a 300 word or less thank you note that consists of three paragraphs. Reference the Details and Tone sections below on what each paragraph should cover.
Details:
The first paragraph should focus on celebrating the donor
The second paragraph should summarize this impact story and turn the focus on how the donor made an impact on this program. Words like “you” should be used more than “us”
Impact Story: Child Life specialists made an unexpected three-week stay at American Family Children’s Hospital bearable for 3 ½-year-old Aiden Topper and his family. “I’m going to cry–they were amazing,” shared Aiden’s mom, Andrea. “The relationship they built with Aiden was so needed. He knew they were there to have fun and be his friend.” Aiden has severe pulmonary hypertension–a condition that leads to heart failure. He wears a backpack with a pump that delivers medication through a central line port to dilate the blood vessels in his lungs, so his heart doesn’t work too hard. Medical play with a teddy bear wearing a PICC line and port just like his helped Aiden understand his experience. Shaving cream painting, scavenger hunts and gifts of Legos and tractors made the days more fun. Snuggling with facility dog Cola was a special comfort for Aiden, who calls his dogs his “sisters.” Distraction and sensory activities helped the active boy keep still during dressing changes. Child Life also supported Andrea as she learned to mix the IV medications Aiden needs every 48 hours. “That was a huge learning curve. It was a one- to two-hour process every day for a week, but Child Life was there to distract Aiden while I learned,” Andrea said. Child Life is supported 100% by philanthropy and couldn’t happen without you.
Here are just some of the things your gifts made possible in 2023:
- 28 Child Life specialists, assistants and staff
- 750 books and 1,000 activity kits with kinetic sand, Play-Doh, Lego kits, coloring packets, crayons and markers
- 30 special events and programs
- Visits with 220 Wisconsin Badger student athletes
- 64 patients attended Badger home football games on Bucky’s Patio
- 300 Positive Image Center visits
- 1,345 hours of music therapy for 719 patients
- 11 Visiting Dog Program therapy teams visited 730 patients and donated 300 volunteer hours
The third paragraph should welcome the donor to stay connected by visiting www.wiscmedicine.org/impact to learn more about impact donors like them are making.
Tone: Consider Jen Shang’s 9 moral adjectives referenced in this Q&A: Q. You write that nonprofits can increase contributions “by changing a handful of words in a solicitation.” What are those magic words? A. There are nine adjectives Americans use to describe a moral person: kind, caring, compassionate, helpful, friendly, fair, hard-working, generous and honest. Charities can randomly select a couple of adjectives from those nine words and use them in their fund-raising solicitations when appropriate. We’ve found that women then increase their giving on average by 10 percent. Jen Shang specializes in the psychology of giving. Q. What words in solicitations prompt men to give more? A. The adjectives that male donors used during our focus groups include strong, responsible and loyal.
Result:
Dear [Donor’s Name],
Your generosity reflects the heart of kindness and compassion that defines the Child Life program at American Family Children’s Hospital. Your support makes moments of comfort, joy, and healing possible for children and families facing life’s most challenging circumstances. On behalf of every patient touched by your generosity, thank you for being an incredible advocate for their well-being.
Because of your generosity, children like 3 ½-year-old Aiden Topper found hope and comfort during an unexpected three-week hospital stay. Aiden, who lives with severe pulmonary hypertension, faced each day with courage thanks to Child Life specialists who brought joy and understanding into his experience. From medical play with a teddy bear mimicking his PICC line to shaving cream art, scavenger hunts, and snuggles with Cola, the facility dog, your gifts made the hospital a place where Aiden could just be a kid. Child Life also provided his mom, Andrea, with invaluable support as she learned to prepare his IV medications, ensuring Aiden continues to thrive at home. Your generosity made this possible, funding a program that reached 719 patients with music therapy, distributed 1,000 activity kits, and brought smiles through countless other moments in 2023.
I would love for you to stay connected and see the difference you are making. Visit www.wiscmedicine.org/impact to learn more about the impact your generosity brings. Together, we are creating brighter, more hopeful tomorrows.
With heartfelt gratitude,
AI Reminders:
- Follow any AI policies implemented by WFAA, UW–Madison or your specific Unit/Department
- Never share confidential information (Note: Content from public websites are not considered confidential)
- Results are considered first-drafts, always proofread and update to match your voice. For example, notice how in the sample above the word “generosity” is used too much and the first sentence needs editing.
What fields from the DAR should be included?
The DAR is a vital resource for creating accurate and impactful acknowledgement letters. It provides the essential information needed to personalize and tailor your messages effectively. Click here to request the latest DAR training and supporting materials.
| GOOD | BETTER | BEST |
| AddresseeSalutationAddress 1-3City, State, ZipFund_Name | +Use gift Type Description to differentiate between pledge/recurring gift initiations, outright gifts, and final pledge payments | ++Separate templates based on Fund Use |
See the resources section at the bottom of this guide if you need further direction on completing merge documents.
How often should I update my acknowledgement templates?
Refreshing your acknowledgement letters is essential for donors who give frequently. Updating your templates shows attention to detail and appreciation for their continued support. Avoid sending the same letter multiple times, as repetition can feel impersonal.
GOOD | BETTER | BEST |
| Annually | Biannually | Quarterly |
Resources:
- Introduction to Generative AI (Sign in to LinkedIn Learning)
- A curation of videos to get you more familiar with Generative AI and writing prompts.
- Merge tips for donor acknowledgements (Sign in to LinkedIn Learning)
- This group of videos breaks down the merge process for those who are not as familiar with merging Excel with Word documents.
- Jen Shang’s 9 moral adjectives
- Donor Relations Group Education Library
- Sign up for free access to view samples of peer institution acknowledgements and other stewardship examples.
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