New Donors – Yay! Now, how do we keep them?
Every fundraiser I know worries about donor retention. How do we keep our current donors happy, engaged and involved? We know that it is a lot easier to retain our donors than it is to find new folks to support our organizations. And while it is important to dedicate a significant amount of our time building and fostering relationships with our donors and friends that continue to give to us, it is also critical to add new donors into the fold. To find these new donors, we often work with our Boards, committees, volunteers and our staff to try and cultivate new relationships with people who we think will be inspired by our missions.
So, what do we do when we have the good fortune of securing new donors? What is our plan to keep them? I recently read an article that shared some staggering numbers about new donors. Once we have them – it’s hard to keep them after the first year. When a donor gives her first gift online, on average, a second gift only happens 22 percent of the time (and 29 percent if a gift is made off-line).
Here are just a few things you can do to try and keep these first-time donors from falling away from your organization:
Write something about yourself. No need to be fancy, just an overview.