The first step in creating a major donor relationship is retaining a new donor. Unfortunately, first-time donors are typically retained at a rate of 20%, meaning 8 out of 10 new donors never make a second gift.
Every research study into donor loyalty suggests in one way or another that the best thing you can do for donors, especially new donors, is to thank them quickly and personally. In today’s impersonal, digital age, no method of communication will stand out more than a phone call.
McConkey International UK found that first-time donors who get a personal thank you within 48 hours are four times more likely to give a second gift. Penelope Burk, author of Donor-Centered Fundraising, and Donor-Centered Leadership, says that a thank-you call from a board member to a new donor within 24 hours of their gift will increase their next gift by 39%.
We recognize that it isn’t always possible to call all first-time donors. That’s why Bloomerang will prioritize who you should call!