Knock, know, who’s there? Your new donor that is who!
It has been almost ten years since I moved into my home.
At times, I just can’t believe that it has been THAT long.
Where does time go?
I do know this, when I moved into my new home it was a monumental thing.
I had neighbors knocking at the door, welcoming me, introducing themselves, inviting me to share in their lives.
I received the inevitable “welcome to the neighborhood” advertising package.
I got all kinds and sorts of offers for my new home.
And, I will never forget when my neighbor said to his young son “say hello to Mrs. Cabral!”
WOW, that made me feel really special, like a part of something – a neighborhood, a tribe.
The question I ask is, do we treat our NEW donors the same way?
Do we make them feel special, part of a tribe?
Let’s face it, the donor retention rates in the industry are abysmal. We hear all about the statistics.
And, the pure fact is, it costs more to get a new donor then it does to retain one.
So what are we really doing to make our new donors feel welcome. Sometimes, I hate to say it, we do anything but that.
It is time that we start welcoming our new donors with open arms, just like my neighbors did to me and I am sure yours did to you when we first moved in.
Find out why they “moved” in, what motivates them to give, what does your organisation mean to them?
In fact, I advocate developing a new donor stewardship plan just for new donors. And, YES, you should have a stewardship plan in place for all your donors. If you don’t, make that priority number one on Monday morning!
And, why not send them a new donor “welcome package” as one of their initial contacts with you after their first gift.
And, if you have some tips to share on how you welcome new donors, please share them with me!
I will post them in an upcoming weekly report giving you the credit!!!
Knock, know…who’s home? Your new donor that is who!
