A donor-eye view of new supporter engagement.
While much has been written about effective supporter stewardship and donor care, fewer words have described
how new donors should be welcomed and engaged in the first weeks and months following their initial action. Fewer words still explore how to make the best first impression on new donors who give unsolicited donations. What do donors experience when they make an unprompted donation to charity? How well do charities acknowledge and appreciate an unexpected gift?
This study maps the journey of a new, unsolicited donor who made a $25 gift over the phone to Australia’s biggest fundraising charities. Our donor’s experience is an accurate depiction of what most donors will see, hear
or feel when they give to charity, and her first impression provides critical insights and valuable lessons for fundraisers.
The top 40 charities based on 2017 fundraising income* were selected to receive a $25 donation. Each call was made to the donation phone number during business hours…