How to Craft an Effective Touch Point

If you’re working a mid-level, major gifts, or planned giving caseload, the way you communicate with donors matters just as much as how often you do it. Touch points are not busywork. They are one of the most effective tools you have to build trust, strengthen relationships, and ultimately increase giving over time.

In the Veritus Way, we’re very clear about this: every major donor should have a personalized communication plan based on their passions and interests. In mid-level, the approach is slightly different. You build a strong mass communication strategy, then personalize it by tier, with Tier A donors receiving the most individualized outreach. That structure gives you both consistency and flexibility.

At first, planning touch points can feel overwhelming. There are a lot of donors, a lot of demands on your time, and a lot of pressure to “just get something out.” But once you understand the purpose behind each type of touch point, the planning becomes much simpler and far more effective.

Start With a Plan You Can Actually Use 

Your touch point plan should never be static. As you learn more about a donor, your plan should change, a sign of good relationship management. 

This is why we strongly recommend using the Donor Engagement Plan (DEP). Most CRMs are backward-looking. They tell you what already happened. The DEP is different. It’s a planning tool. It helps you think ahead, map out intentional communication, and adjust as relationships develop. When used consistently, it keeps you focused on what matters most: the donor, not just the next task.

Problem or Gap Statements

One of the most important and underused touch points is the Problem or Gap Statement. Its purpose is simple: Clearly articulate a need or problem without asking for money.

A strong problem or gap statement is specific. It’s externally focused. It avoids internal jargon and assumptions. Often, it answers a question donors are already asking themselves: “What happens if this isn’t addressed?”

These touch points may reference funding needs or future challenges, but they are not solicitations. Their job is to help donors understand the issue, the stakes, and the direction your organization is heading.

Clarity matters here. Be concise. Decide what you want the donor to walk away understanding. Thoughtful design helps too. White space, clean layout, and restraint make your message easier to read and more impactful.

And don’t worry about perfection. Your donors are not looking for flawless messaging, just honesty and authenticity.

The Ask: Permission-Based and Aligned

An effective ask never comes out of the blue. It’s built on prior cultivation, impact reporting, and clear communication about need. It must align with what the donor cares about, not what’s easiest for your organization to fund. 

In the Veritus Way, asks are permission-based. That permission may come from a direct conversation or from language that respects where the donor is in their relationship with you. Either way, the ask should never feel like a mail appeal.

Specificity is key. If you’re asking for a specific amount, include it. Make sure the ask is delivered in the donor’s preferred method of communication, whether that’s a call, an email, or a letter.

Planning ahead is critical. Strong donor offers require coordination with program and finance staff. You need clear numbers, believable solutions, and a compelling case for impact. In some situations, offering a small menu of aligned options can help donors choose how they want to engage.

Thanks: Where Trust Is Built or Lost

Thank-you touch points are not optional, and they are not the same as a tax receipt.

A real thank-you is personal, timely, and focused on the donor and their impact. It should reference what the donor gave to, explain the difference their gift makes, and avoid asking for anything else. Keep it human. Keep it genuine.

We recommend sending a personal thank-you within 24 to 48 hours whenever possible. That prompt response reinforces trust and shows donors that their generosity matters.

Creativity helps here. A handwritten note, a short email, or a simple video can all be effective if they feel sincere.

Making Touch Points Sustainable

You don’t need to personalize everything equally to do this well. Use tools like Real Pen or Addressable to add personal notes. Use video platforms for scalable but authentic thank-yous. During busy seasons, prioritize higher-tier donors with deeper personalization and scale appropriately for others.

Your DEP can also save time. Track personal details and draft introductory language as you learn it. That way, when it’s time to communicate, the work is already done.

(Create goals and track touch points for your major donors using Veritus Group’s Donor Engagement Plan or as we call it, “DEP”. This template is one of the basic tools of The Veritus Way and is used by MGOs and MLOs all over the world. Most people use it as a supplement to their move management software or tools. Get it here.)

There’s More to Effective Touch Points

Problem statements, asks, and thank-yous are foundational, but they’re not the only touch points that matter. Other communications, like “You Made a Difference” messaging and impact updates, play a critical role in long-term donor relationships.

To go deeper and see real-world examples, download our free white paper, Touch Point Planning Guide. It’s designed to help you plan with intention, communicate with confidence, and build donor relationships that last.