5 Things You Can Do Today to Turn One-Time Donors Into Raving Fans
Sad fact: For every 100 donors your charity gained last year, 96 left.
It's not hard to understand why. Charities do not pay enough attention to first-time donors, especially those who give modest amounts.
Rather than nurturing new donors, most nonprofits will likely go after more new donors.
Acquiring more donors seems intuitively to be the right thing to do. But just more donors won’t translate into sustainability. If the donors you already have just gave a second time, there is a good chance that they will become repeat donors.
Here are five things you can easily do to get new donors to stay with you.
Call New Donors Just to Say Thank You
Charities rarely call donors, especially new ones despite the fact that such a call will impress the heck out of any new donor.
When Bloomerang, a CRM company, working with nonprofits, did an experiment by donating to 50 charities and then keeping track of the results, not one called to thank them. Many of those charities asked for a phone number on the donation page. So what are they waiting for?
Send a Thank You by Email or Snail Mail, or Both.
There's probably no retention device so useful as a good thank you message, whatever the medium.
Invite Donors to an Event that Isn’t a Fundraiser.
The Fundraising Authority calls these "non-ask" events. Some charities hold get-togethers once a month at their beautiful ranch where they help physically challenged children through equine therapy. It's an incredible opportunity to share their mission with new donors, show them around the place, and to forge deeper ties.
Other non-ask events could be a free lecture by an expert on your issue, an invitation to a special exhibition or the dress rehearsal for your small theater production. If most of your new donors are far afield, try an online event. Facebook Live, for instance, can be used for a virtual event.
Invite New Donors to Volunteer.
Volunteers are your best supporters. One study found that 43% of donors volunteered first and then donated. More important is the fact that almost all volunteers do give, and many do so repeatedly with escalated amounts.
With first-time donors, this is a wonderful way to turn them into long-time donors. Start small, with a one-day volunteer opportunity, or suggest that the new donor invite friends to join him or her in volunteering. Make it extra special by making it a family affair.
WeDidIt, a fundraising software company focused on Millennials, says that young people especially love to volunteer in groups.
You could also have some special volunteer opportunities designed specifically for new donors that are also welcoming events.
Turn a One-Time Donor into a Monthly Donor.
Tempt your donor to give a monthly gift rather than a single donation. Most donors will at least consider it when you ask while they are in the process of making a donation. All donation forms should be designed to give this option. If they did not opt for that choice, try emailing an invitation soon after to join your monthly giving club, and include the suggestion in your thank-you message.
Monthly giving is a treasure for charities and a welcome convenience for donors. Donors who gave you a small amount for that first gift are especially attracted to ways to make their small donations count for more. Make monthly giving exclusive by giving it a unique name, or even tempt donors with a one-time premium for signing up.
Improve their fundraising by just paying more attention to their new donors. Do you know how much it costs to get that new donor? Donor Acquisition Cost is one of the five metrics that charities should track. It might astonish you.
Why not protect your precious investment by doing a bit more to get those new donors to a second gift?