Monthly donors (aka regular givers) are incredibly valuable to your charity, so it’s critical to roll out the welcome mat and make them feel like cherished members of your family. That starts with exceptional stewardship right from the beginning of the relationship.
Stewardship starts by having a rock-solid gift-fulfillment process. By managing this pivotal detail, you show from day one that you care about the donor’s gift and are trustworthy and well-organised.
Next you should do everything in your power to make sure the donor is thanked as soon as possible, and in the most personal way. A thank you telephone call within 48 hours of the gift is the gold standard. It’s also a fantastic way to verify donor details. (But this call shouldn’t replace a written thank you…you literally cannot say thank you too much or too often).
Then, within a week, send an emotionally engaging and personal New Donor Welcome Package (NDWP) by post (even for online donors). While you should have an NDWP for all of your new donors, make sure the package for your monthly donors is a little more special. You can start simply by investing time in a live signature and a handwritten note.
Finally, send an email follow-up a week or so after the first gift has been processed so you can check-in with your new monthly donor. Ask them if they’ve received the NDWP and have any questions. You’ll reinforce that you genuinely care and it’s also a nice way to lead them into your monthly donor communications schedule for the balance of the year.
The ultimate goal for your welcome process is to make your new donor feel like they’ve made a good investment with their commitment to a monthly gift for your organisation.
Do you want to start or grow your monthly donor program? The Common Good can help. Email or call David (toll-free in North America on 1-800-991-3318 x101 or on our New Zealand freephone 0800 995 054) today for free, no obligation advice.