Convert first-time nonprofit donors into repeat givers through Welcome Packs

Converting a first-time giver into a loyal donor is a process. New donors are the hardest to convert into second-givers. But we should make it our aim to convert them. As the saying goes, it is more costly to acquire a new donor than to keep them.

So why would you go through all of those costs then only have them lapsed?

To convert first-time donors into donors who make a second, third, fourth, and even fifth gift takes a solid strategy.

A New Donor Welcome strategy will help you to take these first-time givers into lifelong donors. Below are the recommendations that I provide to my current clients on how to build out a New Donor Welcome Series.

1. Determine Welcome Program Key Performance Indicators (KPI’s)

2. Send official receipt either online or via post

3. Make a Thank You and Welcome telephone call from CEO/Fundraising Staff (immediate)

4. Send a personalized thank you letter or handwritten note welcoming them as a new supporter (sent within 48 hours)

5. Create and send a Welcome Pack, if the post (In the next 7-10 days)

This Welcome Pack may include things such as:

• Hand-stamped, hand-signed 9x 12 envelope.
• Welcome impact letter – if possible, custom tailor this letter to remind them of the story that moved them and share a “happy” update with a photo. Use a handwritten signature.
• Handwritten notecard
• Welcome Brochure
• Most recent print newsletter
• Annual Report
• Token gift, i.e., bookmark
• Business card
• “Soft Ask” “Remittance Envelope which includes the opportunity of monthly giving.
• Welcome, Survey that is “identity-based” 

6. Create a Welcome Email or Letter Series sent every one or two weeks and cover a specific (single) topic such as

• Give them feedback on the goals you have achieved
• Share plans for the future
• Share where the money is being spent.
• Introduction of staff
• Ways to get connected
• Welcome Survey

7. Regular stream of personalized and focused engagement communications based on the method of entry (4-6 weeks)

8. Send a second gift conversion ask (6 weeks+)

9. Monitor and evaluate KPI’s according to the goal (ongoing)

• Each element in your program
• Program as a whole

For all donations made online, consider placing a quick, simple questionnaire with one question on the donate page that aims to determine their reason for giving based on identity. You can then use this identity insight to personalized future communications.

A Welcome Packet and Welcome Series can take those first-time donors into their second, third, and fourth gifts creating a loyal and sustainable donor base.

Don’t skimp on your welcome process. It is probably one of the most critical steps towards making your acquisition program a successful one!

Consider grabbing a copy of my Best Practices In Social Media that include the different types of posts you should be using and a suggested weekly calendar.

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