Welcome calls: the key to long-term donor retention
Newly acquired donors are contacted by telephone and given a warm welcome to the charity on its behalf. Any questions are clarified immediately. The new donor’s requests and suggestions also flow into this conversation. All these points contribute towards making the best possible first impression. This campaign type is built up around the motto: “You never get a second chance for a first impression.”
What speaks in favour of such a campaign
- New donors are contacted immediately after acquisition (information booths, door-to-door campaigns)
- Clearly defined catalogue of questions
- Defined follow-up processes for acquired information
- Realistic calculation of the costs/benefits of welcome calls (long-term donor retention)