The document provides guidance on how to celebrate and engage with new donors through a welcome package and ongoing communication. It recommends sending a thank you letter, welcome newsletter, and donor survey to collect preferences. It also suggests creating a donor calendar, developing a communication plan, and emphasizing storytelling to show donors how their donations are making an impact. The goal is to build strong relationships and encourage repeat donations through personalized, multi-channel engagement.

3. HOW TO CELEBRATE NEW DONORS
In the beginning it is critical to show the donor that you appreciate and value
their contribution. You need to let them know they are special and important.
The best way to communicate this is by offering a great welcome package to
first time donors.
A great welcome package includes a genuine thank you, further information
about your organization, and a response device that allows a donor to
indicate how they’d like to be communicated with.

5. THANK YOU LETTER
Immediately after receiving the donors gift send the welcome package and
include a genuine handwritten thank you letter signed by an executive
member of the organization. Donors who receive prompt, heartfelt thank you
letters are far more likely to give again, and will give more often over their
relationship with your non-profit
The thank you letter should include :
• Acknowledge them as a new donor to the organization
• Address the donor by first and last name
• Thank them for their gift in support of exactly what it was they responded to
• Let them know how their donation will make a difference
• Give them a quick update on how you’ll be using their gift
• Lets them know they can call or email any time with questions or concerns

6. WELCOME NEWSLETTER
To create a newsletter following readability best practices, use black text on
white background; lots of close up photos and use pie charts if any are to be
used, and remember to use colours on the red side of the spectrum rather
than blue (did you know that older eyes develop a yellow cast, which makes it
very difficult to differentiate between blue, green and purple?)
The newsletter should contain:
• Welcoming message letting them know they are appreciated
• Stories on how donor dollars have made a difference
• Introduce members of the organization
• Provide contact information on staff including full names, phone numbers
and extensions and email addresses.

7. DONOR PREFERENCES SURVEY
You can use this survey as a tool to collect imperative information as well as
to find out how the donor would like to be contacted for future events,
campaigns, updates etc.
The survey should ask the following:
• If they’d like to receive e-communications if so they need to provide and email
address
• Ask if its okay to contact them by phone on occasion if yes provide a phone
number
• Provide a feedback section is which they can comment on any concerns,
comments, ideas or feedback
• Ask donors to share their story. What motivated them to give?

9. Follow up with the donor after sending the welcome package with a
welcoming phone call. This will personalize the donor with the organization
and create a relationship right from the beginning.
In the initial phone call:
• Acknowledge the donor by last name
• Introduce yourself and position within organization
• Thank them for their generous donation
• Advise them on how their donor dollars makes a difference
• Inform them that a welcome package is in the mail
• Ask if they would like a follow up email with your information

10. CREATE A DONOR CALENDAR
Create a donor calendar that will include the anniversary date of when they
become a member also include their birthdays. Be sure to monitor the
calendars and send out a personalized e cards or mail out a personalized
card acknowledging this day. This goes along way by making their connection
to the organization very personal. The donor will feel valued and appreciated.

12. DONOR COMMUNICATION PLAN
Fundraising is based on building relationships with our donors… and as we all
know, great relationships rely on great communication. Fundraising is no
different. If you want to build strong, lifelong relationships with your donors,
you need to focus on communicating with them.
Strategies for great communication
• Create amazing newsletters for your organization
• Practice better communication with your donors online
• How to use story-telling to build donor loyalty
• Create great annual reports
• Creating a Comprehensive Communications Calendar

14. WHAT DONORS WILL READ FIRST
Studies have shown that when scanning your letter, people will read certain
key items first, and use those items as an indicator as to whether or not they
should read the rest of the letter.
Those items are:
• The main headline of your letter
• The sub-headlines of your letter
• The pictures / picture captions
• Pull-quotes in the letter
• The P.S. (and P.S.S., etc.) at the bottom of your letter
• Bolded, underlined and italicized words
• The first paragraph of your letter

15. Use A Consistent Format
 Consistent format and frequency
is one of the simplest things you can
do to build trust and likeability with
your audience. If you use an email
marketing service to send out your
newsletters, develop a template that
you/your team commits to using.
 Additionally, set a regular
schedule for sending your newsletter.
Be it monthly, quarterly or something
else. Mark the send date on your
calendar.
Decide On A Theme Or A Core Message
 When you sit down to write your
newsletter, develop a theme or core
message for each one that reflects your
objective. Again, this is just another tool
to help you stay on point and not
overwhelm your readers with too much
information that doesn’t seem connected.
Make The Most Of Headlines
 Headlines are a great way to make your
newsletter easy to read and skim.
Strategically use them to draw your
audience’s attention to the content by
catching their interest and encouraging
them to read further. Ask a question.
Make a bold statement. Use a surprising
fact.

17. Your website
 Think of your organization’s
website as a constantly
updated and evolving
brochure for your non-profit.
Keep it updated and
engaging, so that donors will
want to check it frequently to
see how you are using their
gifts for maximum impact.
Social Media
 Twitter, Facebook, LinkedIn,
and other social networking
sites can provide a vital
space for two-way dialogue
with your donors. Get online
and get active in the social
media spaces where your
donors and target prospects
congregate.

18. ONLINE TIPS
• GO MOBILE
• Have the CEO write one blog post a month with insider information
• Develop a special area of your website with project updates that can only be
accessed by certain donors
• Grab people’s attention
• Make sure your branded
• Use compelling imagery
• Simplify
• Reduce
• Use giving tools
• Encourage people to give monthly
• Give donors something nice

20.  Tell the story of one person
whose life is directly changed
because of the donor’s support
 Capture photos of not just your
work but who your work is
helping.
 Use video to summarize a
project or program that donors
have funded
 The key to telling a great
philanthropic story is to
realize first that your charity
is never the hero. The HERO
role belongs to the DONOR.
In a great story, you have a
hero, a quest, a mentor
(that’s your charity!), a villain,
a lesson, a moral and a
resolution.
SHOW DONORS HOW THEY ARE HELPING

22. A T T H E B E G I N N I N G
 Always begin with your key
message and your
achievements. What three
things are you most proud of
from last year? What aspects
would you emphasize if you
only have five minutes to tell
a stranger about your
nonprofit’s good work? Your
annual report should flow
from the answers to these
questions.
A C C O M P L I S H M E N T S
 The most important part of a
annual report is the description
of your accomplishments. Your
readers want to know what you
did, but more importantly, they
want to know why you did it.
What were the results? Why
did you spend your time and
money the way you did? What
difference did it make?
Connect the everyday activities
of your organization to your
mission statement.

23. F I N A N C I A L S E C T I O N
 The financial section of a
annual report should clearly
explain where revenues come
from and how they are spent.
In addition to the information
provided in traditional financial
statements.
 It’s also helpful to include pie
charts, bar graphs, or other
visuals that help readers see
the big picture and understand
financial trends. A short
narrative description is also
essential.

24. M A K E T H E D O N O R S
T H E S T A R
 Giving donors the credit
makes for an incredibly
effective annual report,
because you show them that
their support really matters.
N O T E S
 On top of making the report
interesting, engaging, visually
stimulating, you also want to
ensure it’s easy to access,
easy to understand the
numbers, and is available in
multiple formats. We
recommend having it
available online, as well as
mailing the full version to
large donors and at least a
postcard version to everyone
else.

26.  All departments need to work together. Figure out what information you need
to share and when to share it. You want a consistent stream of information –
not three emails in one day and nothing for three weeks.
 As you put together your communications calendar, think about how you will
use different channels and which audience(s) should receive your messages.
You may only send direct mail a few times a year, but send an e-newsletter
once a month and communicate by social media several times a week. You’ll
often use a number of different channels when you send out a fundraising
appeal or promote an event.
 Start big by looking at the entire year and then break it down by months and
weeks. You’ll keep adding to your communications calendar throughout the
year.
 Keep all your communication audience-centered and emphasize how you are
making a difference for the people you serve and in the community.
MULTI-CHANNEL COMMUNICATION TO DONORS

27. • Events
• Relevant Information
to your organization
• Specific time of year
• New stories
• Fundraising and
recruitment of
volunteers
• Recognize donors
• Making a difference
• Stay up to date
COMMUNICATION CALENDAR BREAKDOWN

29. • Invite major donors to
tour the facility
• Host a stewardship
event every year where
the sole purpose is to
thank them, appreciate
them and create
opportunities to build
community with other
donors
• Ask them to volunteer or
serve on a committee
• Engage major donors
with capital project
scrapbook
• Ask for their suggestions
and concern. Let them
know you value their input
• Have senior staff meet
with major gift donors for
coffee or lunch
• Naming opportunities
include buildings, events,
courses, research
program, staff posts and
roads/pathways.
MAJOR DONORS

30. • Determine
stewardship
guidelines for each
giving level, use
technology to
ensure stewardship
is a regular part of
fundraising
activities and
engage others in
the stewardship
process
• Always remember
that stewardship
feeds back into the
cultivation phase of
the fundraising
cycle. It is easier to
obtain a gift from a
current donor than
secure a new donor
gift. Donors who
only hear from the
institution with
financial
solicitations
disengage quickly.
FINAL THOUGHTS