Get Past the First Date With Donors

About a month later, I received a "One Month Report" with a video update on the Red Cross' continued efforts in Haiti, which served to give me information in line with my interests and remind me of my earlier support and the ongoing need. Around the same time, on Valentine's Day, a simple e-card — no donation ask — arrived, thanking me for being a donor. The subject line read, "The heart of our mission: You." Even though I'd only given once, the message implied that I was a part of something bigger.

The most recent piece — a "One Minute Update" celebrating Red Cross month — started encouraging me to make the transition from Haiti donor (specific and one-time) to Red Cross supporter (general and ongoing). It included an update on Haiti relief, but it also featured stories about the organization's work in other parts of the world and some interesting tips. All very accessible, very high-level and well-chosen to be interesting to me, thus far a one-time donor.

All the communications I've received from the Red Cross in the two months since my original donation have been proportional to my initial commitment: simple messages; not too frequent, not too demanding; nearly all cultivations rather than asks. Its online communications team has cleverly woven 
targeted messages about the earthquake — the issue that brought me to the table in the first place — with messages about the Red Cross' work more generally to help me see the big picture.

Lessons for building great donor relationships

Not every nonprofit fundraises for disaster relief, but nonprofits of all stripes have the need to cultivate first-time donors. Your strategy will change based on the audience at hand, but there are a few lessons you can take from the Red Cross that are relevant for any nonprofit: