3 Ways to Make a Lasting Impression with FIrst-Time Donors

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression

with First-Time Donors

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

The first donation is a test…

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

They want to see how you’ll treat them BEFORE making a bigger gift.

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

You pass the test each time you make them feel valued and appreciated.

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

“Joanna - People can give to any nonprofit. But they give to us for the atmosphere and the attitude.” - Chotchkie’s Manager

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

Why donors keep coming back:

1. Donor feels your organization is effectively trying to achieve its mission.

2. Donor knows what to expect from your organization with each interaction.

3. Donor receives a timely thank you.

4. Donor receives opportunities to make his or her views known.

5. Donor is given the feeling that he or she is part of an important cause.

6. Donor feels his or her involvement is appreciated.

7. Donor receives information showing who is being helped.

@StevenShattuck

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

#1: Thank them sincerely• Say it better with video

• On the thank you page

• In your welcome email series

@StevenShattuck

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

#2: Reinforce the impact THEY made

@StevenShattuck

• Remove your org from narrative

• Connect their gift to the outcome

• Make them the hero

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

#3: Ask them what THEY think

@StevenShattuck

• Use donor surveys

• Why did they give?

• What programs are they interested in?

• Give them a sense of control

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

BONUS: Go old school

@StevenShattuck

• Hand-written thank you cards increase likelihood of second gift by 400% - Tom Ahern

• Thank-you phone calls boost first-year retention by 30% - Roger Craver

• Key is that it’s unexpected and personalized

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

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The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon

3 Ways to Make a Lasting Impression with First-Time Donors

Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.

Instructor at Marketing Profs University, regular contributor at Social Media Examiner

Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions

Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chambers of Commerce.

Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.