As your year-end donations come in, you may have some new donors. If you get new donors this year, don’t take that for granted.
In this tumultuous year, these donors saw a need and found a connection to your cause. Maybe you’re a food bank that’s seeing a record number of people. Perhaps you’re a beloved performing arts organization that’s temporarily closed.
Unfortunately, the likelihood these donors will stick with you is questionable. Even in the best of times, the retention rate for new donors is a little over 20%.
One of the many lessons from this pandemic is the importance of having long-term donors who will stick with you when you need them most. Therefore, it’s more important than ever to hang on to your new donors.
Start with a special thank you
Go the extra mile when you thank your new donors.
If someone donates online, it’s hard to tailor the thank you email specifically to new donors. But you can do that with a phone call, handwritten note, or thank you letter.
Try to call your new donors or send a handwritten note. This will make a great impression on them. Get together a group of board members, other volunteers, and staff to help you.
*Make sure these are actually new donors. A good database will help you avoid any snafus.*
Create a welcome plan
A week or two after the initial thank you, send a welcome package. You can do this by mail, email, or a combination of both.
Welcome your new donors. Thank them again and show them other ways they can connect with you. Invite them to subscribe to your newsletter, join you on social media, and volunteer (most likely virtually for now).
Your welcome package should include a warm introductory message and a few facts about your organization, but don’t brag too much. Keep it donor-centered. You could also direct people to your website for more information about your organization.
Be careful about how much information you send. Donors want to feel welcome not overwhelmed.
I don’t recommend sending unsolicited swag. You could offer your new donors a gift and they can let you know if they want to receive it, but it’s not necessary. I don’t like it when organizations send me things I don’t need, such as a wall calendar.
What donors really want from you is to know how they’re helping you make a difference.
Who are your new donors?
They could be event attendees, volunteers, or newsletter subscribers. If you know, refer to that in your thank you note, letter, or phone call. If not, send a short survey with your welcome package and ask, “How did you hear about us?” or “What drew you to our organization?”
Another question to ask is whether your donors prefer print or electronic communication. Short surveys are also a good way to connect throughout the year. The more you know about your donors the easier it will be to communicate with them.
Make your current donors feel special, too
While I’ve been focusing on new donors in this post, retention rates for current donors have also been declining. The biggest hurdle is getting from the first to the second gift. That second gift is known as the golden donation. But don’t stop there. You want a third and a fourth, etc. donation.
If you’re not acknowledging a donor’s past support, you’re making a huge mistake. Imagine how you would feel if you gave to an organization for over five years and they never thank you for your long-time support.
These valuable, long-term donors could leave at any time, so ignore them at your own peril. Remember the importance of long-term donors. Make sure they get a special thank you from you.
Keep it up throughout the year
You should know you need to communicate with your donors regularly, especially now. Plan on special mailings or emails specifically targeted to new donors. Try to send something by mail if you can. It’s more personal and your donors are more likely to see it.
Think of other ways to do something special for your new donors too, such as offering virtual tours or an invitation to a Zoom discussion.
Of course, don’t ignore your other donors. Keep reaching out – at least once or twice a month.
Show appreciation and share updates. A huge factor in donor retention is a good donor relations plan that you’ll carry out regularly as long as your donors support you, which hopefully will be for many years.