Does your organization send welcome packages to new donors? If not, you might want to consider this new research about the power of a good first impression.
A team of psychologists from Canada, Belgium, and the United States have demonstrated that first impressions persist even in the face of contradictory evidence. “Our brain stores expectancy-violating experiences as exceptions-to-the-rule,” says Bertram Gawronski, Canada Research Chair at The University of Western Ontario. Apparently, our brains “bind” the significance of these exceptions to the specific context in which they occur – and they do not change our overall first impression.
This is great news if the impression you make is good. So why not take steps to create the best first impression you can? And a donor welcome package can help you set a positive tone for an entire relationship with a donor.
According to Mal Warwick, in How to Write Successful Fundraising Letters, your welcome package should be a warm and appreciative communication piece that thanks the donor for their gift, introduces them to the work of your organization and invites greater engagement by filling out a survey, requesting more information or other actions.
Here are six great reasons to start sending welcome packages to first-time donors.
- All donors expect to be thanked for their gift, so your welcome package will a welcomed sight in their mailbox.
- Donors are most receptive to your message at the time of their first gift. A welcome package capitalizes on these feelings of warmth and openness.
- A welcome package will make a good first impression and will set the tone for subsequent interactions with your new partner.
- Sending a welcome package can address any initial skepticism or feelings of “donor remorse” about the impact of their gift.
- Welcome packages provide a wonderful opportunity to educate a donor about your organization and the good work that you do.
- You can also use your welcome package to learn more about the donor, her interests and expectations.
Aren’t these great ideas! You’re welcome.
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