This document provides guidance on turning first-time donors into lifelong supporters through effective stewardship and communication. It emphasizes the importance of thanking donors quickly, sharing updates on how donations are used, surveying donors for feedback, and segmenting communications based on donor level. Data shows the top reasons donors stop giving are feeling unappreciated or not knowing how funds were used. Conversely, donors continue supporting causes that effectively communicate impact and make them feel appreciated. The document outlines best practices for multiple touchpoints with donors including thank you letters, impact reports, and personalized communications tailored to donor level.

1. FROM ONE-TIME TO
LIFETIME:
Turning First-Time Donors Into
Lifelong Supporters
F. Nicholas Sollog III, bCRE-PRO
Founder & CEO
The Sollog Group, LLC

2. 2022 Q4 FUNDRAISING EFFECTIVENESS
SURVEY RESULTS

3. DONORS BY LIFE CYCLE

4. RETENTION BY DONOR TYPE

5. WHY IS IT IMPORTANT?
1. Shows appreciation
2. Improves Quality of Data
3. Increases Donor Retention
4. Creates a Culture of Transparency &
Communication
5. Improves ROI on Fundraising Efforts

6. WHY DONORS STOP GIVING
• 5% – thought charity did not need them
• 8% – no info on how monies were used
• 9% – no memory of supporting
• 13% – never got thanked for donating
• 16% – death
• 18% – poor service or communication
• 36% – others more deserving
• 54% – could no longer afford

7. WHY DONORS KEEP GIVING
• Donor perceives organization to be effective
• Donor knows what to expect with each interaction
• Donor receives a timely thank you
• Donor receives opportunities to make views known
• Donor feels like they’re part of an important cause
• Donor feels his or her involvement is appreciated
• Donor receives info showing who is being helped

8. BEST PRACTICE
COMMUNICATION SYSTEM
Organizational
Update
Solicitation
Tax Receipt
Personalized
ThankYou
Gifts In Action

9. TOP STRATEGIES
• Reporting on outcomes
• Thanking donors quickly
• Segmenting communications
• Donor-centric content
• Surveying donors
• Sharing impact stories
• Offering recurring gift options
• Hosting peer-to-peer campaigns

10. STEWARDSHIP GRID
Touches FirstTime Donor $1-249 $250-499 $500-999 $1,000+
Tax Receipt (ASAP) ✔ ✔ ✔ ✔ ✔
Personal Touch(48hrs) ✔ - - ✔ ✔
ThankYou Letter (1wk) ✔ ✔ ✔ ✔ ✔
Hand-written Note (4wks) ✔ - - ✔ ✔
Quarterly
Gift-in-Action
✔ ✔ ✔ ✔ ✔
Visit/Tour ✔ - ✔ ✔ ✔
Annual/Impact Report ✔ ✔ ✔ ✔ ✔

11. SURVEY
How did you hear about our
nonprofit?
Why did you make your first gift?
How was your donation experience?
Which of our programs is most
appealing to you?
How often do you want to receive
updates?
How would you prefer to receive
updates?

12. RECURRING GIVING
• Explain why donors should join
• Communicate the benefits of becoming a monthly donor
• Link monthly donations with impact
• Create a solid case for support
• Communicate that monthly giving shouldn’t be a burden
• Use action-oriented verbiage
This Photo by Unknown Author is licensed under CC BY

13. CONSECUTIVE GIVING
Typically we mail all Robins Society members our
signature decal, as pictured on the left. The decal
is a token of our thanks and a way for members to
show their support for Richmond. This year, we’ve
decided to ask first if you would like a decal. This
is one of many ways we are working to conserve
the University's resources in a challenging
economic environment.
If you would like to receive a 2021 Robins
Society decal, please let us know by Monday,
August 31. You can click here or reply to this
email. No action is needed if you don’t wish to
receive a decal, or if you have already let us know
that you would like one.
Dear ,
Welcome to the 2020-21 Robins Society! All of us at Richmond are deeply
grateful for your loyal support. This group recognizes individuals who’ve
made a gift to Richmond for at least three consecutive fiscal years, though
many members have steadfastly given to UR for much longer, in some
cases for decades. Your annual gifts always have a profound impact on the
lives of Spiders, and now they are more important than ever, as the
University, our students, and faculty, face challenges arising from the
pandemic.
Thank you for your generosity and commitment to the University. We look
forward to your continued membership for years to come.
Go Spiders!
Kimberly Lebar, P '13
Director of Annual Giving
P.S. If the link above does not work, or you receive un “unsafe site”
message, copy/paste the following URL into your web browser:
tinyurl.com/y46jkk56
Office of Advancement
110 UR Drive, University of Richmond, VA 23173

14. KEY TAKE AWAYS
• Thank donors quickly
• Share Timely updates
• Survey them
• Segment as much as you have bandwidth
• Track your results consistently
• Adjust your plans accordingly

15. Stay inTouch
Phone:
804.767.2172
E-mail:
nick.sollog@thesolloggroup.com
Social Media:
@thesolloggroup