Any time a donor gives to an organization for the first time, you should see it as a trial: The donor trying the organization. Whether or not the donor is thinking of it that way, that's what it is. It explains why the rate of subsequent giving is so low: Organizations don't past the test.
From the Bloomerang blog, here are just a few ways things go wrong, at 4 Ways to Ensure a Donor Gives Only Once:
- Acknowledge the gift like a transaction, not a gift. (Thank like you really mean it!)
- Hey, we'll be in touch ... when you give again. (Make sure they hear how big a deal their gift is -- to you and to the cause.)
- Only talk about you, don't learn about them. (They know -- or hope -- you have awesome programs. But they may not know how they connect to the work. Make sure you tell them, and find out what they care about.)
- Don't do what you say you're going to do. (Make compelling promises about the relationship. And keep them.)
These things give donors reasons to walk away. Instead, give them reasons to give again.
from Future Fundraising Now http://ift.tt/1S3SVpo
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