Donors are like members of our family and they need to be treated like such.
A welcome package for new donors is a great way to make them feel welcome and to show them that you are happy that they are part of your organization.
A welcome package is a package that is mailed soon after the receipt of a donor’s first check in response to an acquisition package. It is intended to begin a relationship between the individual and the organization by stating all the ways that a donor may become involved and the benefits of supporting the organization.
A new donor welcome package is NOT another fundraising appeal. It is a way for you to emphasize your appreciation and offer additional information. Non-profits frequently offer donors many ways in which to respond – through surveys, requests for additional information and other donor engagement devices.
Treating your donors well will increase the chances that they will likely renew their support through building a strong, mutually beneficial, long-term relationship. Just like in any relationship, first impressions matter and donors are highly skeptical. So a new donor welcome package will go a long way in fostering the start of this new relationship.
You might want to consider adding some enclosures to an existing thank you letter or developing a full-scale welcome package. Some items you might want to include are:
Small brochure that outlines your membership benefits and services or a “new member’s guide.”
A brief member survey or feedback form.
A “case for support” brochure.
A membership card.
A flyer on your monthly giving program.
An organizational wish-list.
Copies of publications.
A low-cost premium or “give away.”
A copy of your mission statement.
Information on planned giving.
So, in order to build long-term, loyal donors, you need to develop a welcome package that makes a donor feel a part of the organizational family.
What else would you include in a donor welcome package?
Email your suggestions to firstname.lastname@example.org and I will post your ideas in an upcoming newsletter!