There are two types of donations: those from existing donors and those from new donors.  Both are certainly important, but the latter needs to be handled properly and in a timely manner, or you risk losing what could have been a great connection.  Positive first impressions are incredibly important and help encourage long-term engagement with the nonprofit.

There are three tactics to act on immediately following an online donation in order to ensure a positive first impression, so take note!

First, create an appreciative confirmation page that donors are directed to immediately following their donation.  An effective confirmation page should accomplish these three things:

• Communicate that the donation was processed successfully.  Letting each donor know that their donation was successfully received builds trust.
• Thank the donor and express gratitude for their gift.  A sincere “Thank You” makes donors feel appreciated for doing something meaningful.
• Keep the donor on your website and encourage additional involvement.  Donors who are encouraged to stay on your organization’s website not only become more involved, but there’s no risk of having them encounter a third-party payment system that may not affirm your brand or core message.

Second, be sure that each donor receives an additional confirmation in the form of an email receipt.  Email receipts should always be sent immediately, and can include additional actions, such as taking a survey, watching a video, or following your nonprofit on social media.

Lastly, give a formal direct mail acknowledgement with First Class postage that arrives at the donor’s home within 48-72 hours after the donation is made.  You may even want to include a personal touch, like a handwritten note that truly signifies a donor-centered Thank You, or – to go the extra mile – a phone call to show each donor that he/she matters.

These three steps are critical to donor retention and fostering future interactions.

Thanks to Steven Shattuck at Bloomerang for these valuable tips!