Treat new donors well this month to keep them around in 2013

By Pamela Barden

Plan a welcome series

Research shows that you have a 90-day window to get a second gift from a new donor. How you treat donors for those three months is essential. Your goal is to strike a balance. You don't want to overwhelm them with contacts, but you also don't want them to feel ignored.

Once the receipt is mailed, send a welcome mailing. Don't simply put your latest brochure in a No. 10 envelope and expect that to say, "Welcome!" Make sure you include information about your successes, a story (or two) that shows results, and a warm message of welcome. Provide a phone number a new donor can call if she has questions.