March 03, 2021

1. The first-time donor

It’s easy to overlook first-time donors, especially if their first gift is small. However, 19% of first-time donors donate again within 3 months of their first donation?

Every nonprofit needs a distinct outreach plan for its first-time donors. If you fail to acknowledge and thank them for their first gift, there might never be a second.

84% of donors say quick thank-yous encourage them to give again. When you thank them with a personalized video, you’ll greatly increase the likelihood that they stick around for the long haul.

Pro tip: When you thank your first-time donors, tell them about the impact of their donation. Language like, “$25 feeds 5 children” helps donors see the impact they are having.

2. The Monthly donor

Monthly donations give 42% more than one-time donors, and because they give automatically every month, it can be easy to forget how important it is to steward them all year.

These donors are already familiar with your nonprofit and mission, and you should create a digital strategy tailored specifically to your monthly donors.

Videos provide a great way to share meaningful impact stories on a regular schedule. You can also get others involved by requesting videos from volunteers and people who benefit from the work you do.

Pick 5 of your long-time monthly donors and send them a short video to remind them how much you appreciate their loyal support.

3. The mid-level donor

Mid-level donors want to be treated like major donors before they are, and depending on your organization, they can make up as much as 50% of your total revenue.

These donors who give gifts of between $250 and $1,000 are a great group to get your board involved with. Make them feel special by asking one of your board members to record a handful of personalized videos to thank them for their generosity.

Even if their most recent gift was a few months ago, there’s no wrong time to thank these donors, who are your best pool of future major donors.

4. The volunteer

Whether they are giving or not, volunteers are incredibly valuable to your organization and the work you do. Take a moment to tell them how much you appreciate the time they commit to helping advance your cause.

Think of a volunteer who is always willing to lend a hand and express your appreciation of their dedication to the cause. It’s never the wrong time to recognize and thank them for their contribution.

Board members are often your top volunteers, and they’ll appreciate that you recognize their commitment behind the scenes and beyond.