2. Create a Great First Impression. Chisholm says a welcome series of two or three automated email messages need to be thought out, but may flow from the following content marketing ideas:
- A video message from your executive director welcoming donors into the fold
- Inspiring testimonials from the people your organization serves
- Options to subscribe to regular newsletters or blog updates
- Links to information about volunteering opportunities and upcoming campaigns or events
In the "Stewarding 'One-Time' Donors for Lasting Support" chapter of a 2010 report from Blackbaud (opens as a PDF), the vendor suggests:
- Acknowledge new donors as soon as possible as personally as possible.
- When practical, respond to them through the same channel (social media, direct mail, phone call) they used to reach you.
- Let your stewardship materials tell the stories of those who were helped.
- Use stewardship materials to expand your message beyond the immediate crisis to a description of your larger mission.
- Engage new donors as partners in that mission.
- If you can't provide the same level of stewardship to all constituents, prioritize prospects based on gift size or criteria you establish through data mining and modeling.
- Prepare your stewardship plan before the disaster strikes.
3. Tell Them How Their Money, Given for This Particular Campaign, Will Be Used. "The information should focus on the purpose of the campaign and how it will advance your mission," he writes.
4. Keep Trying. Chisholm routes readers to a Classy.org tip sheet:
- Reach back out to non-responders when you're approaching one of your internal goals.
- Include progress updates in your follow up messages and consider including any inspiring stories or personal anecdotes you have about the cause.
- Remember to continue using social media.
How valuable is onboarding to retention efforts?
Please respond in the comments section below.