Did you know 80% of first-time donors don’t give a second gift?

That number is SO high. And usually, it’s because donors either didn’t get a response to their gift or they didn’t feel like the organization cared about them as a person. (Think: super transactional response to a gift).

Meanwhile, a donor is 4 times more likely to give again when they receive a thank you note or call. FOUR TIMES more likely. Is your mind blown? I don’t know about you but I like those numbers. (When everyone in the nonprofit space says thank yous are important, they REALLY mean it).

Now the question is: how do you turn first-time donors into loyal donors? After all the planning and strategizing you’ve done to bring new donors in, you don’t want to lose them to a missed thank you note—do you?

Building relationships with donors doesn’t have to be hard. It’s all about showing your genuine appreciation and making sure every touchpoint is strategic and intentional. Here’s how:

1. Set up a system

I know, at this point my last name should be “Systems.” But it’s because I know how important having a system is. Everything in your nonprofit needs a system. ESPECIALLY your donor stewardship.

So think about it: what happens when someone gives to your organization for the first time?

Do you have automated email receipts set up?

Does someone need to draft and send a hard copy letter?
Are they added into your email welcome series?
Do certain gift levels get a phone call?

One way to make sense of your process: create a donor roadmap. This doesn’t have to be fancy or colorful. Open a Google Sheet and put a quick table together listing out your plan for communicating with donors.

By putting a process in place, you’ll know EXACTLY what to do when a new donation comes in. That way, you’re not second-guessing yourself (or wasting valuable time when you could be thanking your donors).

2. Automate the first thank you

People are accustomed to getting immediate validation; they expect a prompt email following an online purchase or gift. (I mean...Don’t you?). Imagine if you bought a sweater online and your purchase wasn’t confirmed until three days later. You’d wonder Did my purchase go through? Do they even know I ordered something?

If your donors don’t get a quick receipt or gift acknowledgment, a small part of them may wonder if they can trust your payment processing system. Or feel like they can’t trust you with their gift if you can’t manage to share an immediate receipt.

Any doubts, however subconscious, are taking away from your opportunity to build trust with your new donor. Don’t miss a chance to help them see your organization is reliable (and trustworthy for a future gift). Set up an automatic thank you and receipt email, so you can start the new donor relationship on the right note.

3. Be personal and SPECIFIC

Every donor is a REAL PERSON. I’m talking—she’s your aunt. Your grandma. Your best friend. They are real human beings and they are SO MUCH MORE than a transaction. Show them that they’re more than a number.

Take your communications up a notch to show donors just how much they mean to you. If it’s feasible, send a handwritten note to thank them. Or, you could segment your new donors and send a personalized email thanking them.

In either case, make sure you:

Use donor names whenever possible (like in your subject lines—a personal favorite)
Mention the specific campaign or purpose for the gift (if relevant)
Get SUPER specific on the impact of their gift

4. Get creative

We all lose steam sometimes, especially if we get a whole lot of opened emails and clicks (but not any new monthly or second-time gifts).

Try not to drop your new donors after a few months, even if you’re feeling disheartened. Keep fostering that relationship—really hold onto the feeling of excitement you had when you got that first gift.

Here are some creative ways to keep in touch beyond newsletters or fundraising campaigns:

Send surveys, postcards, and handwritten notes
Invite them to follow you on social (then connect with them there!)
Record a personalized video (a face to the name always goes a long way!)
Share an infographic to demonstrate their gift’s impact

5. Keep sharing impact stories

Don’t go silent for 8 months then dump your End of Year campaign on your donors. Share stories of impact in your newsletter and across social channels. Give them a reason to keep your organization top of mind.

Even if they’re not getting a personalized message, demonstrate the importance of every gift and the lasting change donors can create together.

6. Ask for feedback

Show your new donors how much you value them. Ask for feedback.

I can’t tell you how many times I’ve heard EDs stress about why another donor unsubscribed from their email list. My first question is usually: did you ask them?

Reach out to donors individually and find out more information about them. A phone call or a short email checking in will go a long way. Or you can do a quick survey through Google form. Anything to get them sharing.

Here are some things you’ll want to find out:

What motivated them to give?
What kind of content do they like getting from you?
How often do they want to hear from you?

When you give donors the choice upfront, you’re giving them another opportunity to trust you. You mean business, and you VALUE their relationship. (If they see how careful you are about your content and email frequency, imagine how much trust they’ll have in you for handling their gift?)

Celebrate every new donor

Whether the gift amount is $5 or $5,000, give yourself a minute to appreciate how hard you’ve worked to connect with each new donor. Your nonprofit family just got a little bigger. How brilliant is that?!

You’ve invested so much time and energy into spreading the word about your organization, and it’s FINALLY paying off. So before you jump straight into stewarding your new donors, take a minute to feel grateful. Then, let every gift motivate you to keep doing the work you do best.

6 ways to create solid relationships with first-time donors