It’s great that your organization has a thank you letter. Maybe you even have a system of calling donors to thank them for their contributions. That’s smart. Keep improving those systems.
But a welcome strategy is not just a thank you letter. A welcome letter or package goes beyond thanking to introduce new donors to the work of your organization, so that they feel like part of the family, and so that they are inspired to get involved and give again.
Getting a new donor is hard and expensive! Keep that investment safe by putting effort into getting that second gift and keeping that donor for the long haul. Welcome packages have been proven to improve retention over and over again.
Moreover, several of our clients have found that welcome packets actually generate second gifts. One organization we know just recently received a $1,000 check in response to a welcome letter.
While some larger organizations have invested heavily in expensive welcome strategies, this idea is not just for those with big budgets. Any organization can put a welcome strategy into place.
Low Investment: You can communicate a lot on your own stationary. Send donors a letter welcoming to your organization and letting them know how they can get involved by listing volunteer activities, upcoming events, and ways they can stay in touch online and offline. Include a one-page description of your programs with some photos or tuck in your most recent newsletter.
Most importantly, be sure to let people know how they can reach someone – a real person — at your organization with questions and feedback. Let your donors know that you really want to hear from them!
If you have an online giving program, do not let your automatically generated thank you e-mail serve as your welcome strategy. Send every new online donor a welcome e-mail and direct them to places on your website where they can learn more about what you do and how you operate.
A Little More Investment: With a little more investment, you can make your welcome package really stand out. I’ve seen some donors keep a welcome kit for years. It’s their gateway into the organization and a good one is hard to throw away. Consider creating a self-mailer, a small folder with inserts, or a newsletter style piece with inspiring photography and crisp design.
You can also design a “Ways to Get Involved” brochure that lists volunteer opportunities and gives donors information on how they can make gifts in a way that is convenient for them (like monthly giving) or provides them with benefits (like planned giving).
You might consider creating a special part of your website for new donors where they can learn about your programs, get introduced to staff, and peruse your financial information.
And I’m really excited about using video to convey a welcome message for those new donors for which you have e-mail addresses. I’m not talking about a big production or anything more than 5 minutes, but something that speaks right to the donor about the great work that they are now a part of.
Whatever level of investment you decide on, be sure your welcome package is:
- Timely – Send your welcome package out as soon as you can after the first gift. Best practice would be to send it within two weeks.
- Personalized – Be sure there is a personalized aspect to this piece. Include either a personal note or have a letter that is addressed to the donor. Not “Dear Donor”, but rather “Dear Leslie”.
- Engaging – This is not supposed to be a list of everything you do. Rather, it’s a way to invite new donors to learn more and get involved with your cause. Use snappy, personalized language, stories, and a couple great statistics.
- Easy to read – While it’s great to invest in design, don’t over-design this piece. Make it simple and easy to skim.
No matter what your budget, you too can be sporting a welcome package this fall. Be sure to track your results so that you can go back next year and see if it improved your retention. We’re confident that you’ll find it a good investment!
