Here’s a sobering statistic: Only 23% of first-time donors give a second gift according to the Association of Fundraising Professionals’ latest research.
Let that sink in for a moment. Nearly 8 out of 10 people who believe in your mission enough to make their first donation will never give again.
But here’s what’s encouraging: It doesn’t have to be this way.
The Real Reason Donors Stop Giving
Most nonprofits assume donors stop giving because they’re overwhelmed with asks or they’ve lost interest in the cause. But after years of working with organizations of all sizes, I’ve discovered the real culprit:
Donors stop giving because they never felt truly seen.
They made their gift, got a tax receipt, and then… silence. No personal acknowledgment. No story about impact. No invitation into community.
They became just another name in a database instead of a valued partner in the mission.
The Game-Changing Solution: New Donor Welcome Series
A new donor welcome series is a sequence of 3-5 emails sent automatically in the weeks following someone’s first gift. And the results? Organizations using a welcome series report doubling or even tripling their second-gift rates according to research from the Fundraising Effectiveness Project.
Think about it: If you could move from that industry average of 23% to 46% or even 69% donor retention, what would that mean for your mission?
This kind of intentional communication is still surprisingly rare in our sector—which is exactly why it works so well.
Why Welcome Series Work (The Psychology Behind It)
A well-crafted welcome series accomplishes four critical things:
- Builds immediate trust and loyalty by showing you care about the person, not just their wallet
- Demonstrates impact quickly so donors see their gift in action
- Keeps your organization top-of-mind during those crucial first few weeks
- Sets you apart from the hundreds of nonprofits that only send receipts
Remember: 68% of donors say they want to know how their specific gift made a difference according to the Charities Aid Foundation’s Donor Pulse survey. A welcome series delivers exactly that.
Your 5-Email Welcome Series Blueprint
Here’s the proven sequence that works:
Email 1: The Warm Welcome (Send immediately) A personal thank-you from a real person—not an info@ address. Make it warm, specific, and brief.
Email 2: Show Impact (Send 3-5 days later) Share one short, emotional story showing exactly what their gift accomplished. Keep it human and real.
Email 3: Invitation to Engage (Send 1 week later) Invite them to follow you on social media, join an event, or share your mission with friends. Welcome them into community.
Email 4: Behind the Scenes (Send 2 weeks later, optional) Highlight a staff member, volunteer, or another donor. Show the faces behind the mission.
Email 5: Soft Monthly Giving Ask (Send 3 weeks later, optional) For those ready for deeper engagement, extend an invitation to a monthly giving program. Keep it gratitude-focused.
The “Set It and Forget It” Advantage
The beauty of this system? Once you write these emails and set up the automation, they work for you 24/7. Every new donor automatically receives this VIP treatment, whether they give at 2 PM on a Tuesday or 11 PM on a Sunday.
This is what I call a Simple Development System, efficient, authentic, and effective.
Writing Tips That Make the Difference
- Write conversationally as if you’re talking to one person (because you are)
- Use first names and “you” throughout
- Keep language simple—aim for 5th grade reading level (below is better)
- Make each email scannable with short paragraphs and clear formatting
- Always include a real person’s name and email for replies
Your Next Step
Here’s my challenge for you: Draft your welcome series this week. It doesn’t have to be perfect. It just has to be personal and genuine.
Studies show that donors who receive a welcome series are 3x more likely to become long-term supporters, according to research from M+R Strategic Services. In a sector where donor retention continues to decline year over year, this simple strategy can be your competitive advantage.
Your mission deserves supporters who stick around. Your donors deserve to feel valued. A welcome series delivers both.
Ready to get started? Write your first email today—that warm, personal thank-you note. Then build from there. Your future donors (and your future self) will thank you.
Want templates and sample copy to make this even easier? I’d love to help you implement this system for your organization.
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