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:
- Reaffirm they made the right decision. (Really make it clear what great things their giving will accomplish.)
- 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.)
- 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.)
- 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.