First-time donors often want to see how you treat them before making a bigger gift. Will you merely send a receipt for their taxes? Or will you surprise them with a hand-written note that’s promptly mailed? Either way, your first-time donor’s initial experience will determine the course of that relationship. Register for my weekly marketing training for nonprofits: http://www.johnhaydon.com/hdcb

1. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a
Lasting Impression
with First-Time
Donors

2. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a Lasting Impression with First-Time Donors
The first donation is a test…

3. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a Lasting Impression with First-Time Donors
They want to see how you’ll treat them
BEFORE making a bigger gift.

4. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a Lasting Impression with First-Time Donors
You pass the test each time you make them feel
valued and appreciated.

5. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a Lasting Impression with First-Time Donors
“Joanna-Peoplecangivetoanynonprofit.Buttheygivetous
fortheatmosphereandtheattitude.”-Chotchkie’sManager

6. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways 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

7. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways 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

8. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a Lasting Impression with First-Time Donors
#2: Reinforce the impactTHEY made
@StevenShattuck
• Remove your org from narrative
• Connect their gift to the outcome
• Make them the hero

9. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a Lasting Impression with First-Time Donors
#3: Ask them whatTHEY think
@StevenShattuck
• Use donor surveys
• Why did they give?
• What programs are they interested in?
• Give them a sense of control

10. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways 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

11. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a Lasting Impression with First-Time Donors
Q&A

12. Get all HDCB training sessions
Get access to the Hump Day archives:
http://members.johnhaydon.com/course/smart-marketing-lessons/
The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways to Make a Lasting Impression with First-Time Donors

13. The Hump Day Coffee Break - weekly trainings for nonprofit marketers with John Haydon
3Ways 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.