The Five Basic Steps to Acquiring Donors Online

Step 5

Get the first (or second) gift
No relationship is more exciting than when you’re first getting to know each other, and your relationship with donors is no different. As in direct mail, recency is critical. Shortly after they join your file — whether via e-mail sign-up, an action or something else — send prospective donors a series of welcome e-mails designed to elicit initial gifts. If they first joined your online file via donations, this series should inspire second gifts.