The Welcome Package

The Welcome Package© A Resource of The Osborne Group, Inc.

Welcoming new donors makes sense. Among the givers of small gifts are individuals with the ability to make BIG gifts. However, according to The Advisory Group, a research firm, organizations lose 60% of new donors during the first year.

Years of Giving % that Renews Attrition One 40% 60% Two to Four 65% 35% Five or more 85% 15%

In all likelihood they are still giving but to another organization. However, loyalty increases during the second to fourth years and takes another jump by year five. Putting extra effort into developing relationships during the first year will pay off over the long haul. The thank you phone call followed by a welcome package gets the relationship off on the right foot.

The first purpose of a welcome package is to thank again.

“Dear Don and Alice, thank you again for your gift of $100.”

Moreover, to express explicitly, “The Promise,” you make to your donors. That is, when someone invests in BBBS, what are the implicit and explicit promises you are making?

“Gifts of this size help us to…. Over the course of the next several months, you will learn through our newsletter, website, and personal communications the difference you are making, how we spent the money you invested, how we manage such funds, and results realized. ”

The second purpose is to inform.

Perhaps the donor gave at an event because a friend asked her to, rather than because she believes in your mission. Perhaps she thought you only work in schools and didn’t know about your relationship with faith-based organizations. Maybe he remembers BBBS from when he was a Big in college 30 years ago and a lot has changed since then.

“You have made a wise choice by investing in us. We’ve included some information about our services, accomplishments, and aspirations. The CD is only 4 minutes long. I think you will find it packed with important facts and compelling stories. The annual report provides a quick overview of how we manage our enterprise and who else in the community supports us.”

The third is to find out more about the donor. It is an opportunity to ask more good questions. “I’ve enclosed a New Donor card along with a self-addressed, stamped envelope. It takes less than five minutes to fill out. Your answers will help us communicate with you in ways that you find desirable.”

Name Home Address Phone number Business address Business phone number Email address Spouse Birth date Spouse’s birth date

1. Please send all communications to:  Me only  Me and my spouse 2. Please send via  Post  email 3. Please send to my  Home  Office 4. I (we) prefer to be addressed as:

Finally, the welcome package asks the donor to take another step with you.

If you have indications that the donor has the ability to give more, include a high-level invitation to a “Vision Meeting” or another high-impact activity. If you are less sure, only invite the donor to one of the regular tours or activities you offer.

“Please consider the two invitations I have included. One is a hosted gathering at the home of one of our Board members. Our CEO, Bruce, will share our vision for the future and seek your advice and counsel on how we might engage others in our work. Because you are new donors, your perspectives are of particular interest.

The second is for a virtual tour of our programs. We offer them twice a month, one in the morning before the workday and one in the evening at the end of most people’s workday. I hope you’ll have a chance to participate.”

Finally, for those donors who you have reasons to suspect they have the means to do more, the concluding message keeps the ball in your court. “I’ll call you in a few days to see if you received this welcome package, get your thoughts on the contents and personally invite you for a tour and to the Vision Consultation Meeting.

“Thanks again. I look forward to speaking with you and to meeting you both in person.”

Start with a thank you phone call; send a thank you letter and receipt within 24 to 72 hours and then several weeks later, send a welcome package and then follow-up. Remember to send an impact report four to six months later. Try to get face-to-face at least twice during the year. By putting energy and creativity into their first year experience, your chances for a life-long donor grows exponentially!