Receiving donations from someone new is always thrilling, because it provides you the opportunity to demonstrate that your organization deserves more than a one-time gift. A strong group of returning donors is the key to a strong organization, so remember: all returning donors were once new donors, and all new donors have the potential to become returning donors. By following a few key steps, you can keep your new donors engaged, ensuring that their gifts will help to fund your efforts far into the future.
1. Get in Touch Immediately After Their Donation
Make sure that you send out an email or some other form of immediate communication right after a new donor has given a gift, so you can express your gratitude immediately. Not only is this polite, but it shows your new donors that you really care about their contribution. Simple recognition can go a long way.
2. Follow Up a Few Days After in a More Personal Way
If your organization is small enough, sending out personalized emails or handwritten letters is a great way to thank new donors a little while after the fact. This is a way to show them that you appreciate them as individuals, and it will remind them how much your organization values their gift. Reaching out more than once, over a period of time, will set you apart from other, similar organizations.
3. Take a Good Look at the Data
Do your new donors fall within your targeted demographic? Analyzing the personal data of your new donors will answer this essential question. If so, you know that your advertisements and social media outreach are right where they should be. If not, think about why this particular type of donor decided to give to your organization. Perhaps there’s a new demographic there for you to reach out to, and when you personalize new communications to your new donors’ demographics, they will see how much you value them as people.
4. Handle Complaints with Grace
If your new donors reach out to you about a part of their giving experience which they did not enjoy, do not ignore them. Be sure to get back to them as soon as possible, and offer solutions and explanations to their problems. Tell them that you value their input. Part of the reason that many donate is to have a voice within their chosen organization, and new donors will give more when they know that they are being listened to.
5. Remain Genuine in Every Communication
Stick close to your mission whenever you speak to new donors. At the end of the day, they want to know that their money is going to an organization which benefits its cause. If you are truthful and genuine with your new donors, they will understand, and they will continue to contribute to your organization. Transparency and honesty will serve you well.
Here at Contribulet, we understand the importance of donations to your organization. Your fundraising will help build a better community, and that’s something we’re fully behind.