Get Past the First Date With Donors

Handle things wrong, and you might end up with just a one-night stand.

The most recent piece — a "One Minute Update" celebrating Red Cross month — started encouraging me to make the transition from Haiti donor (specific and one-time) to Red Cross supporter (general and ongoing). It included an update on Haiti relief, but it also featured stories about the organization's work in other parts of the world and some interesting tips. All very accessible, very high-level and well-chosen to be interesting to me, thus far a one-time donor.

All the communications I've received from the Red Cross in the two months since my original donation have been proportional to my initial commitment: simple messages; not too frequent, not too demanding; nearly all cultivations rather than asks. Its online communications team has cleverly woven targeted messages about the earthquake — the issue that brought me to the table in the first place — with messages about the Red Cross' work more generally to help me see the big picture.

Lessons for building great donor relationships

Not every nonprofit fundraises for disaster relief, but nonprofits of all stripes have the need to cultivate first-time donors. Your strategy will change based on the audience at hand, but there are a few lessons you can take from the Red Cross that are relevant for any nonprofit:

● Say thanks. All the best relationships start with a little mutual appreciation. Your new donor thinks you're doing something special; let her know that you're grateful for her support with a timely thank-you message.

● Communicate appropriately. It was a great first date, but let's not get ahead of ourselves. Another dinner might be in order sometime soon, but not 20 voice mails and half a dozen text messages. Be respectful — don't bombard them with a slew of messages that will make them regret initiating the connection.

● Cultivate and educate. Know who your first-time donors are, and send them messages that are appropriate to them. Don't assume they know everything about your organization or speak your language, and don't assume they've already bought in to supporting you. New donors may need to learn a little more or interact with you in a nonfundraising context before they're comfortable and inspired to make a second donation.

● Report back. Tell your new donors what the impact of their gifts was and how you're putting all the support you get to good use. They'll be happy to know that they made a difference.

● Be consistent. Every time you communicate with new donors (and old) — be it on your Web site, in a direct-mail piece, through a text message, via video or meeting you in person — they should see and hear messages that reassure them it's you. Your organization's communications should sing with one voice so there's no possible ambiguity, no chance of them deleting your e-mail without realizing it's from you, no missed opportunities to reinforce your message.

Whatever your approach or your communications channel, don't lose the opportunity to make a connection. If you just finished a great first date, you wouldn't just leave it at that. Don't do it to your new donors either: Seize the opportunity to turn a one-time interaction into a relationship that will last a lifetime.

Oh, and Red Cross? You can call me anytime. FS

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