The golden rule of fundraising is that supporters who give a second time are far more likely to give long-term. Subsequently, many nonprofit fundraising strategies focus on encouraging new supporters to commit to future gifts. 

While a certain percentage of new donors are only interested in making one-time gifts, nonprofits that employ the right strategies can turn many of them into recurring supporters. To help your nonprofit create lasting supporter relationships, this guide will explore five strategies for connecting with new donors.

1. Deliver prompt, personal acknowledgements. 

After a supporter donates, send them a thank-you message within 48 hours. Many nonprofits leverage automated thank-you messages to ensure donors are recognized promptly, but generic emails only go so far in making donors feel appreciated.

Start your relationship with new donors off on the right foot by sending them gift acknowledgment messages that:

• Feel personal. Create message templates that can be filled in with personal details for each supporter. For example, you might reference their donation amount or the projects the donation will support. Additionally, have a notable member of your team—like a board member or executive director—sign letters, cards, and other materials you send supporters to give these messages a human touch. 
• Show impact. Reinforce donors’ decision to give by sharing the potential impact their gift will make. For example, you might provide impact statistics or a story of an individual who will receive help, such as how your animal shelter provided life-saving care for a kitten that needed emergency surgery. 
• Invite further engagement. While a thank-you message is not the place to ask for another gift, you can use them to promote other involvement opportunities. For example, you might invite new supporters to subscribe to your newsletter, follow you on social media, read program updates, or check out your upcoming events. 

All donors should receive a thank-you message, but you may go the extra mile for major giving prospects. For these supporters, you might send a handwritten note, a gift like a bouquet of flowers, or even give them a call to start building a personal connection. 

2. Create a welcome series. 

New donors have made an investment in your organization, and want to continue supporting you in other ways. Create a welcome series to steward these donors and guide them on how to get further involved in your nonprofit’s cause. 

A welcome series usually refers to a series of emails delivered over the course of a few weeks. However, some nonprofits experiment with other types of welcome materials, such as short videos or digital tours. Others will even mail welcome packages to promising major giving prospects that include gifts like branded merchandise. 

3. Maintain consistent communication. 

The donation lifecycle relies on maintaining regular contact with supporters. After new supporters make their first gift, your messages should help move them through the donor journey until they are ready to contribute again.

Build relationships with your new donors by communicating with them consistently. Start by:

• Maintaining a newsletter. Send a routine newsletter that provides updates about your nonprofit’s programs, highlights upcoming events, spotlights supporters, and reports any other interesting developments at your organization. Nonprofit newsletter schedules vary, but are usually delivered on a weekly, monthly, or quarterly basis. Choose whatever delivery cadence your nonprofit can reliably maintain. 
• Creating donor segments. Regular messages will only have an impact if they cater to donors’ interests. Create support segments based on relevant characteristics and preferences. For example, you might have a segment for donors who made their first gift within the last six months. The donors on this emailing list would receive communications introducing them to your nonprofit and helping them discover ways to get involved, rather than thanking them for their long-time support. 
• Encouraging feedback. Ensure you meet donor communication preferences by checking in with them about your outreach efforts. Ask them what channels they would like to be contacted on, what types of content they want to receive from you, and whether your messaging frequency helps them stay informed without getting overwhelmed. 

Your other marketing efforts aimed at acquiring new donors will also help you maintain your current supporters. New and existing donors will see your social media posts, paid ads, and other external content, building brand awareness and reminding them to check in on your nonprofit. 

4. Demonstrate donors’ impact. 

If donors feel like their contributions are not making a difference, they may stop giving. Prevent this by ensuring donors understand how their gifts are being used and the impact they have on your cause. 

Facts and statistics provide the hard numbers donors need to quantifiably know their gifts matter. However, stories, testimonials, and anecdotes are often more useful at helping donors visualize their impact. These emotional appeals can also encourage donors to take a personal investment in your cause, increasing the chances they will support you long-term. 

Interview your staff, volunteers, beneficiaries, and other program participants to gather stories you can share with your donors. When possible, take pictures and videos to add a visual element. Pairing images of your nonprofit in action with emotional stories lets donors see exactly what kind of work your organization does and envision how their specific gifts might contribute. 

5. Offer multiple engagement opportunities. 

Lifelong supporters need engagement opportunities outside of donating. While these supporters will still donate, if monetary transactions are their only interactions with your nonprofit, they will likely feel less invested in your organization. 

Here are a few engagement opportunities you might offer:

• Events. Events are an opportunity to raise awareness and revenue for your cause and bring your supporters together in one place to make face-to-face connections. Host a range of events every year, from galas aimed at building relationships with major donors to community picnics that help your supporters connect with one another. 
• Volunteering. Volunteers often make the best, most loyal donors. Promote volunteer opportunities that align with your donors’ interests—such as opportunities to help the programs they contributed to—and reach out to your volunteers with donation appeals. 
• Alternative ways to give. While your primary focus might be turning new one-time supporters into recurring donors, do not overlook other giving opportunities that might inspire support. For example, keep a running list of in-kind donation items your nonprofit needs or make it possible for supporters to donate stock and cryptocurrency.

Ensure that getting involved with your nonprofit outside of donating is easy. Your website should provide information about various opportunities and instructions on how to participate, and your communications should regularly promote these programs. 

---

Lifelong supporters are essential for providing sustainable revenue, and the key to turning first-time donors into these valued supporters is consistent communication, personal connection, and an engaging donor experience. Start improving your new donor retention and lifetime value by creating a prompt, consistent supporter communication strategy.