Happiness is a Warm Puppy… and a New Donor

     By Jack Doyle

New donors are like new puppies. 

A whole roomful is better than just one. 

And the best of times is when your puppy is a new puppy.

But to truly bond with a new puppy, you need to put in some quality one-on-one time and show unrestrained love and affection… for the best is yet to come in the days ahead.

I offer this in the context of your newest donors… your brand new puppies.

At conferences, I hear a lot more TALK about the importance of doing a better job welcoming and nurturing new donors, but I see less effective ACTION to achieve it. Sometimes there’s a lot of discussion but no implementation. 

Uncertainty about what’s BEST to do delays the implementation of anything new.

What if we considered what it’s like to be one of your new donors, or your new puppy?

What did the new donor do that gave her a great deal of satisfaction?  She answered your appeal for help and gave you money so you could do something.  You had a single moment in time where you shared an interest to do some good.  Why not suggest she do it again?

Sometimes the best contact strategies for new donors should be based on what meets the donors’ needs for affirmation, reflects the donors’ personal values… and simply makes the donor feel good. [Click here or thumbnail to enlarge.] 

Who hasn’t scratched a puppy behind the ears? One look into its eyes shows the puppy’s fondest wish just came true. You both know you’ll repeat that behavior. There’s no need to seek out a new way to make you both feel good.

Now imagine you are the new donor. You know you’re needed and that helping someone gives you the chance to enjoy the moment again, and know you’ve done the right thing.

I encourage you to consider remailing communications that motivated  the new donors to give that all-important first gift..

Don’t go telling them all about you and your needs. Remind them that your mission to serve those in need is ALL made possible by their gifts… and let them help again, maybe for the same reason. 

Over time, they will come to respect the bigger picture of who you are and what you do. 

But for those first 100 days or so, make all your contacts 100% donor-focused. What does that really mean? Talk about what inspired the new donors to give in the first place.

In the long run, you’ll both be happier with each other! 

P.S. We will post all puppy pictures submitted in response to this newsletter!