The average first-time donor retention rate is only 23%.
For donors who give less than $100, that rate drops to 18%.
It can be hard to properly thank, get to know, inform, and steward a new donor without a documented communications plan, let alone hold your team accountable for who makes those communications come to life. Without a plan, it’s likely that a new donor will receive messages from you that is inappropriate for the stage of the relationship.
Use this first-time donor communication plan template as a guide to crafting how and when you communicate to first-time donors during their first year of giving. You can build out a cadence that makes the donor feel appreciated, understand the impact of their gift, and set yourself up for the second gift sooner than you ever thought was possible.
Josh Meyer brings more than 20 years of fundraising, volunteer management, and marketing experience to his current role as the VP, Demand Generation for Bloomerang. Currently, as a member of the Bloomerang marketing team, Josh manages all organization’s growth marketing efforts. Through his previous roles at the Human Rights Campaign and OneCause, he has a passion for helping to create positive change and helping nonprofits engage new donors and achieve their fundraising goals.