• Have been personally helped by the organization in some way.
• Volunteer for the organization or are connected in other ways such as membership.
• Receive reports that show how measurable results were achieved with their gift — a reason cited by 48% of survey respondents.

The nature of some organizations makes it difficult to develop robust volunteer networks that promote donor engagement and loyalty. However, every organization can commit to communicating measurable results that build donor confidence.

How will you start building greater donor engagement today?

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.

That’s because a great Thank You letter can alleviate the feeling of “donor’s remorse” that often follows a first-time gift. A well-received Thank You letter can deepen a donor’s sense of connection with you and your mission. Your Thank You letters can become the first step on the path to the next donation.

Here are 10 ways to turn your Thank You letter from an after-thought into a powerful donor cultivation tool.

1. Send a real letter that has a personal address and salutation. A donation is a very personal expression of interest, so your Thank You letter should be returned in kind.

2. Mail or email your Thank You letter as quickly as you can. Your prompt response shows respect for the gift and for the giver. And a timely letter stands a much better chance of connecting with – and deepening – the positive emotions that prompted the donor’s gift in the first place.

3. Relate the message of your Thank You letter to your ask. If a donor responds to an appeal you sent out, then reference the story or theme of that appeal in your letter. You may need to write several different letters that can be used for whatever you have going on.

4. Assure the donor that the gift has been put to use as intended. And, if possible, tell donors when they can expect to receive an update on the program being funded.

5. Make your letter interesting, heartfelt and positive – but keep it brief. A Thank You letter should communicate gratitude and read like a warm, personal note from a friend. Write directly to the donor and share the anticipation of a good outcome achieved together.

6. Your Thank You letter should carry the personal signature of someone from the top echelon of the organization. For special gifts, a handwritten letter from that person may be most appropriate.

7. Make no additional demands in your Thank You letter. Be sincere in your gratitude.

8. Acknowledge a donor’s past giving to your organization, where applicable.

9. Include a charitable giving receipt.

10. Provide your donor with the name and contact information of a knowledgeable person in your organization who is available to answer questions.

Have you ever been on the receiving end of this dismissive response? You probably felt hurt or angry. According to Nobel Peace Prize winner, Elie Wiesel, there’s good reason for that. He says, “The opposite of love is not hate, it’s indifference.” And indifference kills relationships.

Are the people on your mailing lists saying “whatever” when you communicate? If they are, it’s only a matter of time before they unsubscribe or asked to be taken off your list. Here are four ways to get past “whatever” and breathe life back into your relationships.

1. Focus on the interests of your audience. When you communicate with donors, position your work as an extension of their desire to do good in the world. Don’t say, “We plan to teach 100 adults to read this year.” Instead, say, “We can help you teach 100 adults to read this year.”

2. Demonstrate how you are different from everyone else. Tell your audience about your vision, experience or processes that set you apart from the crowd. Do you share core values or deeply held beliefs with your audience? Then talk about them. Show donors how you are the perfect partner to help them achieve their philanthropic goals.

3. Tell stories that show real changes in the lives of real people. If possible, let beneficiaries tell the stories in their own words. Include photos or videos to further engage your audience.
4. Encourage referrals by making your message easy to share using social media. When your audience members speak on your behalf, you gain the benefit of the trust and credibility that exists between friends.

1. Write in the present tense, second person.

Speak with your readers in the present tense, as if you were talking face to face. Address them directly. Don’t say, “Sponsors will gain the satisfaction of helping an orphaned child.” Say, “You will gain the satisfaction of helping an orphaned child.”

2. Use subheads.

Well-written subheadings can tell your story in brief as eyes scan the page. Interesting subheads catch a reader’s attention and draw her into your letter or web page.

3. Choose simple words.

Educated readers understand short words as well as long, complex words. Strong ideas set in simple language can be exceptionally powerful. Winston Churchill used short, simple Anglo-Saxon words to deliver one of his most compelling speeches.

“We shall fight on the beaches. We shall fight on the landing grounds. We shall fight in the fields, and in the streets, we shall fight in the hills. We shall never surrender!”

4. Arouse curiosity.

What’s the most common reason people don’t respond to your letters? They never get around to reading them. So pose a question in your headline or promise something unusual on your envelope teaser. Tell the beginning of a story. Make people want to read your letter to satisfy their curiosity.

5. Be specific.

In The Elements of Style, E.B. White says, “If those who have studied the art of writing and are in accord on any one point, it is on this: the surest way to arouse and hold the attention of the reader is by being specific, definite and concrete.” So don’t ask for “support,” ask for “money.” Better yet, ask for a “gift of $250.”

Readers: Think about the people you are writing to. What kinds of things do they care about and how will you identify with their concerns? Know why this group of people would be especially interested in your message.

Exact request: Don’t leave your reader wondering how they can help? If you are asking for a donation be specific. Ask for a specific amount that you believe is right for the donor.

Problem: What issue or opportunity has prompted your organization to send this appeal now? Describe the situation in terms that are meaningful to the donor.

Author: Organizations don’t write letters-people do. Determine the best person to sign your letter. Consider how you will establish a strong, personal connection between the author and the reader.

Results: If the reader responds, what difference will it make? Then think of how the expected outcome can be positioned as benefits to the donor.
Emergency: Not every appeal is truly an emergency, but you must provide the reader with a reason to act now. Maybe it’s a time-limited matching gift opportunity, a year end deadline or human suffering that will be prolonged by a delay.

Two-thirds (66%) of the survey group said they check out a non-profit web site before making a first donation. And almost half (49%) visited a charity’s website before making any gift.

What are these wealthy online donors looking for when they come to your site? Surprisingly, not that much. They want:

• A simple and secure giving process that makes it easy to give with confidence, and
• Easy access to financial and project information that helps them make an informed decision to give.

The report suggests that most charity websites meet these basic requirements but rarely exceed them. Just 8% of respondents agreed strongly that most charity websites are inspiring.

Take these four steps to begin upgrading your online presence for your major donors.

1. Ask your donors how you can better serve them online. Don’t assume they all need the same things.

2. Provide options so that your donors can customize the content and frequency of your communication.

3. Consider using video on your website to tell your organization’s story in an inspiring way.

4. Find inspirational content that you can share online. Your message is more important than the technology.

• 31% of respondents said less than 30% of first-time donors make a second gift,
• 31% said 30 – 39% of these donors make a second gift,
• 24% said 40 – 49% make a second gift, and
• 15% said 50% or more give again.

Ouch. Nearly two-thirds of non-profits lost 60% or more of their hard-won donors after just one gift.

There is good news. The organizations that scored in the top category spoke about the importance of the following three practices.

• Provide fast, personal and authentic acknowledgement/thanks to each donor. In some cases this included phone calls, hand written notes and face to face contact.
• Provide relevant donor communication beyond the organizational newsletter. Often this included project reports related to a donor’s gift.
• Make the ask for the second gift for a program or project similar to the donor’s first gift.

Are you planning to do more through social networking this year? If so, here are five excellent practices to adopt based on the findings of Sumac Research in a survey of non-profits.

Make it easy and fun to participate. Oxfam America followed this principle with its Flickr Photo Petition. The goal of the campaign was to put pressue on Starbucks to resolve a trademark issue that reduced the share of profits received by Ethiopian coffee growers. Oxfam asked supporters to submit a photo of themselves with a sign that read, “I support Ethiopian farmers.” In all, 573 photos were submitted and helped finalize a trademark agreement between Starbucks and coffee growers in Ethiopia.

Ask questions. Most people love to give their opinion, and it’s a great way to invite greater engagement in your cause or campaign. The Lupus Foundation of America used this approach on their Facebook Cause Page. By sharing news and asking for the help of their supporters, they were able to increase membership 584% and online donations in Facebook by 790%.

Integrate campaigns across online and offline channels. The American Red Cross used Facebook, Twitter, Flickr and a YouTube video to promote their Holiday Mail for Heroes campaign to engage their various audiences. The featured video gained over 40,000 views.

Adapt to your audience. If you discover that your audience has embraced a particular social media platform, be willing to meet them where they’re at. It may be worth going out of your own comfort zone. For example, Epic Change used Twitter to raise over $11,000 toward a new classroom in Tanzania in just 48 hours. And through their Tweetsgiving campaign they were able to reach a whole new group of supporters, with 98% of donors never having donated to Epic Change before.

Experiment. It will take time to find out what works best for your organization and on each of the different social media platforms. Be patient, and diligent in recording what works and what doesn’t. The National Wildlife Federation posted several different kinds of stories on digg.com before they found the kind of content that resonated with readers. For example, 10 Extraordinary Animal Tactics for Surviving the Cold drove 29,000 views to the NWF blog in one day.

Be on the lookout for good stories that demonstrate the impact your organization has on those it serves. Stories make it easy for people to understand your cause and can touch the emotions that draw people toward a response.

According to Andy Goodman, in Storytelling as Best Practice, the best stories have a beginning, middle and end; establish the heroes and villains; involve a conflict; and have an emotional hook. He suggests that you consider the following seven questions when you prepare a story for a report, appeal or website.

• Who’s the protagonist?
• What’s the hook?
• What keeps it interesting?
• Where’s the conflict?
• Have you included telling details?
• What’s the emotional hook?
• Is the meaning clear?