A few days after my father passed away, my mom’s landline (!) rang. On the other end of the line: a perky nonprofit fundraiser who asked for my dad by name.

Assessing where writing responsibilities live—and where they should live—is the first step to building an effective development communications program. Many nonprofits underestimate the impact of their donor communications; but writing for your philanthropic community is not a throwaway position. In fact, words can make or break donor loyalty, alumni relationships, and campaign success.

Though a generic thank you note is adequate for the middle school party circuit, it’s not okay for donor communications. And yet adult versions of this one-size-fits all acknowledgment continue to proliferate our mailboxes—an astonishing amount written by those of us in the business of THANKING DONORS.