We all work hard to attract new donors to our causes. It is then devastating to lose them before they really get to know us and our good works. Yet, our early contacts with them may fail to communicate how excited we are that they are considering our organization or make them feel sufficiently welcome.
One place where many organizations stumble is in responding to a FIRST GIFT. Whether it is anticipated or arrives out of the blue, a donor’s first gift is a very precious. It is a serious offer to consider a relationship and we must respond in a timely and personal manner that suggests that we too want to build a relationship.
A FIRST GIFT may also be a test to see how organized and professional we are. Many donors measure organizational competency by how they are personally treated. Fail to be timely, grateful, and personal and the donor will believe that is how you deal with your service clients.
FIRST GIFTS are often what can best be called a “TIP” as in a gratuity or the tip of the iceberg. It is probably 5-10% of individual gift capacity; something that they can easily afford to lose. It might be a way to honor a friend who is very involved with your organization. Or, perhaps it is the test we spoke of before. Most people do not give within their capacity until they know and feel good about the organization. Yet, many organizations capriciously accept the tips given with no comprehension that if handled properly, much more is available.
We must take the FIRST GIFT very seriously and go the extra mile to maximize the opportunity that it offers for building a new relationship. Here are some ideas to consider for your FIRST GIFT program:
- Set up your systems to call out any FIRST GIFTS for special handling.
- Have a staff or board member call and personally thank every person who makes a FIRST GIFT no matter the size.
- Use that thank you call to learn something about your new donor and share with them something inspiring about your organization. Specifically you want to know how they heard of you, who among your donors are their friends and associates, and how interested they are in your actual mission. You also want to know how best to communicate—email, home phone, cell, texting, etc…
- Send their receipt back within 48 hours.
- Write a personal thank you letter to go with the receipt (or send in a separate envelope) that acknowledges that you know and appreciate that they are a new supporter of the mission. Make sure in your letter to thank them for helping your clients rather than for supporting your organization.
- If you have capacity, develop a program for acquainting new donors with your work. Perhaps it is a monthly drop-in reception and you send invitations (mail or email) to all new donors fro at least 6 months or until they attend. Perhaps you have a welcome packet that you send with a personalized cover letter to begin educating them about your organization. Some organizations offer tours of their facilities. Whatever you do, you are trying to have that second contact with your new donor and increase their affinity to your organization.
As with all fundraising strategies, spend the most time on those who are giving the largest gifts. But, make sure to have systems so that everyone feels connected to your organization. Consider your handling of a FIRST GIFT as the start of your cultivation to develop a long-term donor. Remember, thanking is your most joyful and easiest donor contact task. Enjoy it!