New supporters are often your loudest supporters. This makes them really super duper important. They are like new converts–singing the gospel of awesome at the top of their lungs. For a brief period of time, you are that gospel of awesome.
Do you motivate new supporters to sing your praises by making a fantastic first impression? Do you make them feel like VIPs?
Most organizations miss the boat on this. New donors often start out at the bottom of the proverbial pyramid. Smaller donors tend to get less organizational adoration. If you’re looking at short-term ROI, this makes some sense. If you take a longer view and/or are looking at both your cash AND beyond cash goals (as Peter Drury helps you do with his Beyond Cash Fundraising Dashboard), it makes no sense. Zip.
Acquisition is WAY more expensive than retention. One of the lowest cost ways to keep someone happy (and singing your praises) is to shower them with luv early and often–that first volunteer gig, donation, trip to the capital is a key happy-making-shower-them-with-luv moment. And yet many non profits let this opportunity pass them by.
What did Shanon do to garner these coveted accolades?
She’s creative, consistent and lightening-fast with her gratitude goodness. She spreads gratitude up and down the donor pyramid…and is especially generous with newly minted supporters. She makes you feel grateful you had a chance to give to whatever cause you just gave to. (In addition to her day job at Group Health Foundation, Shanon raises money for many other causes in her spare time…she’s that kind of gal).
We should all channel our inner Shanon when it comes to making a fabulous, gratitude-infused first impression.
Are you making a fab-tastic first impression? Or are you a (gulp) first impression flop?