Hey Reader,

Whether you just found yourself in a role needing to fundraise, or you're a long time fundraiser, reaching out to a donor for the first time can feel scary. But it's really not! People are just people, and your job is to figure out who is open to a real, two-way relationship with your organization. These are the donors you'll cultivate towards larger, more impactful giving.

Here’s my step-by-step action plan for first-time donor outreach:

Step 1: Qualify the Donor (Do Your Research)

Before reaching out, I always start with research to see if they are a good fit. Google or use research software like iWave to figure out:

• Have they given to similar causes before?
• Do they have a personal connection to your mission?
• Have they attended an event or interacted with your organization in any way?

Step 2: Initial Outreach – Email or Handwritten Note (if no email is available)

This first contact should be personal, warm, and just focused on getting to know them. Keep it short and to the point:

📌 Example Email:​
​Subject: Excited to Connect!​
Hi [Donor’s Name],
I’m [Your Name] with [Your Organization]. I wanted to introduce myself as your contact here and say a quick thank you for your support of [cause or similar initiative]. I’d love to learn more about your interest in [mission] and share how your support is making a difference. Would you be open to a quick call next week? I’m happy to work around your schedule—just let me know what works for you!
Best,
[Your Name]

Step 3: Follow Up with a Phone Call

If you don't get a response within 3–5 days, I’d follow up with a call. Keep it brief and low-pressure:

📌 Example Voicemail Script:​
​Hi [Donor’s Name], this is [Your Name] from [Your Organization]. I sent a quick email earlier this week - I just wanted to follow up and introduce myself to get to know you a bit better. No agenda, just wanted to connect and thank you for your support! You can reach me at [number] anytime.

Step 4: Follow-Up Email or Handwritten Note

If you don’t get a response after your call, wait a week or 2 and then send a second follow-up—either another email or a handwritten note (especially for high-value donors). This time, include a touch point - or update on your organization - that might be of interest to them.

📌 Example Email:​
​Subject: Your impact in action​
Hi [Donor’s Name],
I wanted to reach out and share just a glimpse of how your support is making a difference. Just last week, [include anecdote of impact]. Thank you for making [impact] happen! I’d love to connect to learn more about your interests so I can most meaningfully share with you the impact of your support. Please let me know when is good for you!
Best,
[Your Name]

Step 5: Final Check-In – Respect Their Time

If no response after the follow-ups, send one last email letting them know you’ll step back for now but will keep them in the loop with occasional updates.

📌 Example Email:​
​Subject: Respecting Your Time​
Hi [Donor’s Name],
I just wanted to check in one last time—I completely understand if now isn’t the best time to connect, and I want to respect your time. I’ll make sure to keep you in the loop with occasional updates on our work, and of course, if you ever want to chat, I’m here!
Best,
[Your Name]

What Happens Next?

• If they respond: Great! You now have an opportunity to cultivate them toward a bigger gift over time.
• If they don’t: That’s okay! You’ve done your part, and now you can shift them to occasional updates rather than personalized outreach.

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By following this process, you’ll focus your energy on donors who want a relationship while keeping the door open for future connections. I'm curious - what’s your favorite way to connect with new donors?

Cheers,
Kay

P.S. Want to make a strong first impression on new donors? Get the New Donor Welcome Package for 40% off till midnight tonight! That's 5 templates for $3.30 each - a steal!! Use the discount code NEWDONOR at checkout
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