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Writer's pictureJennifer Harrison

The Value of a New Donor Welcome Strategy


In my last post, I discussed the tax receipt vs. a thank you letter. This week, we’re taking it a step further and really focusing on the value of thanking our donors with the goal of getting that second gift.


Findings from the 2024 Generational Giving Report state that 74 percent of donors do NOT expect to be thanked for making a donation.


WHAT?!


Folks, we have a real opportunity here to show donors that we can do better!


The Association of Fundraising Professionals says that only 19 percent of first-time donors will make a second gift to your organization. Another reason donors don’t make a second gift is because of lack of communication from the organization. Developing a New Donor Welcome Strategy can ensure continued communication with the donor which will include these key components:

  • Thanking them for their original gift

  • Demonstrating how their gift has made an impact

  • Presenting opportunities for continued engagement

  • Inviting first time donors to give again

Ok, now don’t panic. I know this sounds like more work, taking up more time that you don’t have especially if you’re a small organization. But trust me – if you put the time in up front to develop the messaging and implement the process, it will be come like second-nature and part of your stewardship routine that will lead to results that make the extra effort more than worth it.

New Donor Welcome Series – Email

The easiest (and cheapest) way to launch a New Donor Welcome Strategy is through a series of emails to the donor. If you use email marketing tools such as Constant Contact or Mail Chimp, you can utilize their tools to automatically send the series as scheduled to take a little work off your plate.


Here is an outline of what that could look like:

  • Email #1 – Sent immediately following receipt of first gift

    • Welcome, thank you, introduce mission/vision of the organization, invite them to check out website/blog.

  • Email #2 – Sent one week after receipt of first gift

    • Provide info about how their gift has had an impact on your organization; share a client story; invite them to follow you on social media; provide opportunity to volunteer or attend an upcoming event.

  • Email #3 – Sent 4 weeks after receiving first gift

    • Provide insights on the need and the costs to deliver your mission to the community; share another client story to demonstrate need; invite reader to help by setting up a recurring gift to cover individual costs.

If you have additional time and resources, I suggest mailing a welcome packet to donors, along with their thank you letter/tax receipt for their first gift. This packet could include a handwritten thank you note from a key staff member, marketing materials (brochures, flyers), information on volunteering or an invitation to an upcoming event, and a one-pager demonstrating the previous year’s impact or your last annual report.

The number one reason donors do not make a second gift is because they were not asked. Let’s work together to change that! New donor welcome strategies are a key element in getting that second gift. I can partner with you to develop new donor welcome strategies that work for your organization. Let’s chat!

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