Start your online donor relationships right with your welcome message

When someone makes an online donation to you for the first time, it’s a great moment. And what you do with that moment will have a lot of impact on whether they ever give again, and how receptive they will be to future requests.

Here are some ideas for your welcome email, from Constant Contact: 4 Things Your Welcome Email Must Do. These are aimed at commercial marketing, but you can make them work in your fundraising:

  1. Reaffirm they made the right decision. (Really make it clear what great things their giving will accomplish.)
  2. Tell them what to expect in the future. (Tell them a paper receipt will come in the mail. Give them a sense what their relationship is going to be like.)
  3. Make sure future emails get through. (Ask them to put you in their recipient list to keep over-zealous spam filters from ending the relationship.)
  4. Fulfill on your offer. (When they give, they need to receive affirmation.)

Don’t let this important moment pass without doing the most with it. A donor who has just given is experiencing a warm glow. Your friendliness, thankfulness, and relevance will deepen and extend the goal.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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