Lessons from Motivate Monday | Turn First-Time Donors Into Repeat Donors

March 5, 2020


Earlier this week, Steven Shattuck, Chief Engagement Officer over at Bloomerang, was our guest for Motivate Monday. During this power half-hour, Steven talked about ways nonprofits can be proactive when it comes to first-time donors. The donor retention rates for first-time donors, already abysmal, have dropped from roughly 23% to 20%. Only 20% of first-time donors will give again! Smart fundraisers know that the secret to successful fundraising lies in improving Lifetime Donor Value. Your regular donors become loyal donors, monthly donors, major donors, and legacy donors.

Steven’s presentation has an undeniably donor-centric bent (no surprise there, and would you expect anything less?), and it contains more useful wisdom than some presentations that have been twice as long!

Why do donors stay?

Good question, right? It’s one Steven covers in the beginning, and he looks to a study from The Donor Voice to explain the answer. He points to the top seven key drivers of donor success from the 2011 research, and if you’ve been following me for even a short time, many of these should look quite familiar to you.

Steven also provides a foundation for how to treat first-time donors, (hint: it begins with a quick thank you!). He uses one of my Basics & More templates, The New Donor Timeline, to clearly show how to go forth and make it all happen.

Steven talks about thank you calls, too. Now more than ever, donor phone calls matter, especially for your first-time donors. Think about it. A phone call can help create a great first impression. Phone calls are personal and stand out, especially in our fast-paced digital world. There are many benefits and Steven does a great job of building a compelling case for why you need to call your first-time donors.

There’s a lot more content to check out with this one. Steven covered a lot of ground and was very generous with his time. After you’ve watched the video, check out the latest Bloomerang post showing remarkable gains with donor thank you calls!

{ 1 comment… read it below or add one }

ofhsoupkitchen March 18, 2020 at 11:12 pm

Donors will always appreciate if you thank them with an effort not just by writing but most importantly through speaking.

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