Q: Do you have any data or research on the impact of handwritten thank you cards?
Unfortunately, I don’t have any data on this however below are a few things to consider. I make these points with fundraising in mind, but the same could apply in other fields.
- In some cases handwriting might decrease processing fluency and make the cards more difficult to read. Always make sure it’s legible.
- The receiver might feel more valued for the time and effort the sender spent.
- Handwritten cards could decrease the social distance between two people as they’re more personal.
- Handwritten fonts might be less effective than actual handwriting as people realise it’s not actual effort. Since you offer both services, this would be a worthwhile test for you that could inform your recommendations.
- Potentially more important than the handwriting is the actual message. If it feels like it’s mass produced and shared with many others that feeling of a special relationship will dissipate. Handwriting a message could make the receiver feel valued but what truly matters is making reference to unique elements of that person or your relationship with them. An email, even though typed, can be very intimate and personal just like a card, even though handwritten, could make you feel like a widget on an assembly line.
- In the context of fundraising especially, you also need to consider the effect of the thank you cards regardless of their font. It’s not necessary that they will always have a positive impact on giving. In some cases, they might have a negative impact and in others no impact at all. The latter is as important as having a negative impact – if they don’t move the needle in the right direction, why send them?
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