Do you even need a thank you letter when you've created a post-donation landing page as good as the one above from charity: water? Honestly, when I saw this, I just lingered over it, savoring the moment.
Charity: water colors outside the lines of nonprofit practices all the time. Set up primarily as an online organization, charity: water is about as nontraditional as it gets. Here are some ways the organization does things differently:
- maintains a laser focus on one mission - digging wells in places where fresh, clean water is rare and hard to retrieve.
- found a donor that pays the processing fees for all credit card donations so that 100% of each one goes right to the charity's work.
- creates multimedia in abundance, such as video thank yous, the most fabulous photos you'll see in nonprofit work, and encourages supporters to use images freely to spread the word.
Charity: water does send thank letters. Here is the emailed one I got after donating:
Thank you for your donation to charity: water!
100% of your gift will help build sustainable water projects for communities in need.
A tax receipt for your donation will be sent to this e-mail address in 24 hours.
Water changes everything. Preventable waterborne diseases are drastically decreased. Long walks to muddy ponds and rivers are no longer necessary. Time spent collecting water is reduced, offering women a chance to earn an income, and children a chance at a better education.
Clean water offers improved health, a better quality of life, and hope for a better future.
-the team at charity: water
For another formula-breaking example of charity: water messaging, see the next page.