Why 81% of Your First-Time Donors Never Give Again (And What to Do About It)

January 23, 2026

You know what’s breaking my heart? Every day, nonprofits are losing new donors before they even get started.

Here’s what happens: Someone makes their first gift. They’re excited about your mission. They want to help.

And then… crickets.

Or worse. They get a robotic thank you email that looks like it came from your database. Then nothing. Or they get added to your monthly newsletter.

That first-time donor? They never give again.

The Numbers Don’t Lie

According to the Fundraising Effectiveness Project, only 19% of first-time donors give a second gift.

Read that again. 81% of your new donors never come back.

Not because they don’t care. Not because they can’t afford it. Because you didn’t make them feel like they matter.

What If I Told You It Doesn’t Have to Be This Way?

I recently heard about a donor experience that completely changed my thinking about new donor welcome emails.

A first-time donor made a gift to an organization. Nothing huge. Under $50. But what happened next set the nonprofit apart:

Right away, she got a personal thank you email. Not from the development director. From the board chair. It felt authentic. Warm. Like someone actually cared.

Was it automated? Probably. But it didn’t feel automated.

Then came the magic part.

Over the next 44 days, she received 14 emails from that board chair.

“Wait,” you’re thinking. “That’s too many emails!”

Nope.

Here’s why it worked:

  • The emails were short. Easy to read. Not over-designed (we tend to get really hung up on design, when plain text outperforms every time).
  • They felt like emails from a friend, not a nonprofit.
  • They wrote her into their story in a way that felt natural.
  • One email asked about her. Why did you give? Just hit reply.
  • No newsletters. No seven-column layouts. Just… emails.
  • Forty-four days later, this donor felt like part of the mission.

That’s the power of a good welcome sequence.

Your New Donor Deserves Better Than a Canned Response

Here’s what most nonprofits do wrong:

They use the default thank you email from their email service provider. It’s cold. It’s generic. It screams “We didn’t even try.”

Or they send one thank you and then… nothing.

Your new donor just invited you into their inbox. They raised their hand and said, “I care about this.” Don’t blow it.

What Should Your New Donor Welcome Include?

First, ditch that canned response from your email platform. I’m serious. Delete it right now.

Your welcome email should be warm. Friendly. Personal.

Second, use their first name. When someone signs up, capture their first name and email. That’s it. Make it easy to personalize.

Third, let them know what to expect. How often will you email them? What kind of content will they get?

Fourth, make it about them. Not about you.

Tell them they’re part of something. They just joined your mission.

Welcome them into your story.

Fifth, give them a natural next step. Maybe it’s following you on social media. Maybe it’s learning more about your work. Maybe it’s just hitting reply to tell you why they gave.

Sixth, don’t stop after one email. This is where most nonprofits drop the ball.

Here’s Your Game Plan: The Welcome Sequence That Works

One email isn’t enough. You need a sequence.
Here’s what that looks like:

  • Email 1 (Day 1): Thank you. Personal. Warm. From your ED or board chair.
  • Email 2 (Day 3): Tell them a story. Show them their impact. Keep it short. One story. One person helped.
  • Email 3 (Day 7): Ask them a question. “Why did you choose to give?” Invite them to reply. (And yes, this works. I’ve got data to prove it.)
  • Email 4 (Day 14): Share what’s happening right now. Keep them in the loop.
  • Email 5 (Day 21): Introduce them to your community. Maybe a volunteer. Maybe another donor.
  • Make them feel like they belong.

This isn’t rocket science. It’s relationship building.

But Won’t I Annoy Them?

No.

You know what annoys donors? Being ignored. Signing up for your email list…and getting that first email weeks or months later.

You know what annoys them more? Getting treated like an ATM.

What doesn’t annoy supporters? Feeling like they matter.

Short emails. Friendly tone. Real updates. That’s what people want.

Look, your friends don’t send you newsletters. They just email you when they have something to say.

Do the same with your donors.

Make It Feel Personal (Even When It’s Automated)

I know what you’re thinking. “But Pam, I don’t have time to write personal emails to every new donor!”

I get it. You’re busy.

And that’s why we automate. But here’s the trick: Your automated emails have to feel personal.

Use their first name. Write like you’re talking to one person. Keep it short. Make it warm.

Have your ED or board chair sign it. That matters more than you think. When a thank you comes from your organization’s leader, donors pay attention.

What About Newsletters?

Here’s a wild idea: Don’t put your new donors on your newsletter right away.

I know. I know. You worked hard on that newsletter.

But here’s the thing. New donors need a different kind of communication.

They need to feel welcomed. They need to feel like they belong. They need to understand their impact.

Your newsletter? That’s for donors who already know and love you.

Give your new donors time to fall in love with your mission first. Then add them to your newsletter.

Start Today

I want you to do something this week.

Go look at your welcome email. The one new subscribers get when they sign up.

Does it sound like a robot wrote it? Or does it sound like you?

If it’s not warm, friendly, and personal, rewrite it. Today.

Then set up a simple welcome sequence. Five emails over three weeks.

You can do this. And your new donors deserve it.

Your Turn

When was the last time you signed up for your own email list? When was the last time you went through your welcome sequence as a donor would? Do it this week. See what your donors see.

Then fix it.

Your new donors will thank you. And they’ll give again.

Need help getting your donor communications on track? I work one-on-one with small nonprofits to build simple, effective fundraising systems.

Related Resources:

What’s In My Inbox | A Welcome Email That Gets It Right
Why and how to rewrite your nonprofit’s email Welcome message
What’s in my Inbox | Three great nonprofit welcome emails

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