It has been almost ten years since I moved into my home.
At times, I just can’t believe that it has been THAT long.
Where does time go?
I do know this, when I moved into my new home it was a monumental thing.
I had neighbors knocking at the door, welcoming me, introducing themselves, inviting me to share in their lives.
I received the inevitable “welcome to the neighborhood” advertising package.
I got all kinds and sorts of offers for my new home.
And, I will never forget when my neighbor said to his young son “say hello to Mrs. Cabral!”
WOW, that made me feel really special, like a part of something – a neighborhood, a tribe.
The question I ask is, do we treat our NEW donors the same way?
Do we make them feel special, part of a tribe?
Let’s face it, the donor retention rates in the industry are abysmal. We hear all about the statistics.
And, the pure fact is, it costs more to get a new donor then it does to retain one.
So what are we really doing to make our new donors feel welcome. Sometimes, I hate to say it, we do anything but that.
It is time that we start welcoming our new donors with open arms, just like my neighbors did to me and I am sure yours did to you when we first moved in.
Find out why they “moved” in, what motivates them to give, what does your organization mean to them?
In fact, I advocate developing a new donor stewardship plan just for new donors. And, YES, you should have a stewardship plan in place for all your donors. If you don’t, make that priority number one on Monday morning!
And, why not send them a new donor “welcome package” as one of their initial contacts with you after their first gift.