Imagine finally deciding to give to a charity you care about, only to never hear back about how your donation was used or why it mattered. Sadly, this is the experience far too many new donors have with nonprofits, turning a potential long-term supporter into a one-time contributor.

In fact, recent research by Donor Republic shows that the first three months after a donor’s initial gift are make-or-break for future engagement and yet countless organisations drop the ball during this critical window.

From struggles with offline giving experiences to missed opportunities for heartfelt follow-up, the findings make one thing clear:

The way you treat new donors right now will shape your fundraising success in the future.

Offline Donations Are Often Overlooked

Donating should feel like an act of hope and generosity, not a test of patience. Yet for many charities in the study, phone-based giving felt cumbersome and confusing. Some donors endured multiple calls, long hold times, or complex instructions before they could make a single gift. Worse still, a significant chunk of donors never heard back from the organisation after they finally managed to give.

This isn’t just an inconvenience, it’s a potential deal-breaker. When you consider that acquiring a new donor costs significantly more than keeping an existing one, every barrier you place in their path erodes trust and reduces the likelihood of repeat support. Streamlining offline processes is essential. Well-trained staff, clear call scripts, and integrated CRM systems can help ensure donors are met with gratitude and efficiency, setting a positive tone for all future interactions.

“Thank You” Needs To Be More Than Transactional

If the initial gift plants the seed, your immediate response is the sunlight it needs to grow. It’s your first big chance to show donors their impact. Donor Republic’s study found many acknowledgements felt cold and transactional (if they arrived at all).

Embed emotion and storytelling into your thank-you process. Utilise fundraising tools like…shamless plug… Payments2Us that allow you to automate personalised acknowledgements that include compelling videos, graphics, and brief stories of impact. Consider sending a branded landing page or an SMS message linking back to your mission in the hours after their gift. The goal is to make each new donor feel they’ve done something meaningful right away.

Onboarding: Rolling Out the Welcome Mat

Only 12% of charities in the study had a noticeable onboarding journey, an alarming statistic. Even more concerning, 0% mailed a welcome pack. Imagine a new supporter who never receives an update, never hears how their gift was used, and never sees the faces of those they helped. Will they give again? Probably not.

Rather than waiting weeks to send an update, think about creating a welcome series that starts within days of the first gift. Introduce them to key programs, highlight inspiring beneficiaries, or share an “impact timeline” showing how their support leads to tangible change. Short surveys can reveal donor interests, allowing you to customise future communications. 

This is also where automation becomes key. With automation, a charity can maintain a relationship with each donor that feels personal and timely, which is essential for improving donor retention. It ensures that no donor falls through the cracks and that their contributions continue to feel valued, all while reducing the manual workload for your organisation.

Cultivation vs. Solicitation: Finding Balance

The study also found that during the first three months, some charities either bombarded new donors with too many fundraising appeals or failed to ask at all. Both extremes are problematic. Your donor just invested in your mission; now they need to see their return on that investment in the form of tangible results and heartfelt storytelling. When it’s time to ask again, it should feel like a natural next step, not an unrelenting demand.

Your next step: plan a balanced communication calendar. For every task, include two cultivation touches: updates on program outcomes, impact reports, or educational materials about the issue you’re tackling. Remember to segment your donors and tailor content to their interests. Maybe send them a short video celebrating a recent project milestone, followed a week later by a polite ask. When donors feel informed and inspired, they’ll be much more inclined to give again.

Final thoughts

Welcoming new donors isn’t just a nice gesture, it’s the foundation for lasting support. Those first months should feel personal and engaging: show impact early, acknowledge their gift warmly, and stay in touch with genuine updates.

A strong onboarding process, timely thank-yous, compelling storytelling, and balanced communication keeps donors enthusiastic and connected. By streamlining offline giving and automating follow-ups, you can focus on what truly matters: building meaningful relationships that inspire donors to keep giving and stay loyal to your cause.