Welcome Advice
I mean just that … courtesy of Fundraising Success.
From Craig DePole at Newport Creative Communications, here’s some very straightforward advice on how to welcome your new donors. In brief (if your nonprofit’s first year retention rate is less than 40%, I suggest you read the whole article):
- Make it timely.
- Make it personal … and not just the salutation.
- This is not a test. The package should not rattle off a series of facts and figures.
- Offer a virtual tour.
- Credential yourself.
- Encourage feedback, comments and criticism.
- Be brief.
Last week, commenting on Target Analytics’ Index of National Fundraising Performance, Roger noted that: “Retention of first year donors continued to drop again in 2010 with only 46% of the organizations reporting an improvement (0.02%) in retention rates.” Awful.
Of course, retention begins with thank you.
Good recommendations, Craig. You deserve a raise!
The Agitator adds this suggestion … pretend the first gift was an accident! I’m not saying that you should repeat your whole case; I am saying, don’t take your new donor for granted.
Tom
2 responses to “Welcome Advice”
Behavioral Science Q & A
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Credential yourself!*%$£$£”!!!
Please, no more nouns into verbs, it’s lazy, it’s ugly and if we’re not careful it might start creeping into copy. No raise today!
These are great tips! I wholeheartedly agree with making it personal and giving them a glimpse of your organization. It helps them feel appreciated and part of the rising change.