First-Time Donor Journey Lab

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The First-Time Donor Journey Lab is a six-month implementation cohort that will guide nonprofit professionals through the development of a complete first-time donor journey. The pi lot will be designed as a starting-from-zero experience. Participants will build the program in sequence, beginning with the operational definition of a first-time donor and ending with an implementation, testing, and monitoring plan. Organizations with an existing first-time donor journey may also participate. Some foundational material may be a review, but these participants can use the program to examine their current approach, sharpen individual communications, compare practices with peers, and identify opportunities for improvement. The recommended journey covers approximately 9–12 months after the initial gift and includes: Receipt Acknowledgment Postcard Thank-you or video e-card Broad-based impact report Renewal solicitation The journey may be compressed when an organization cannot suppress solicitations for a full 9–12 months. For example, an organization with a six-month suppression window may need to deliver the full sequence within six months. Show more