Welcome Kits: The First Impression of Donor Stewardship
Don’t overlook the value of a welcome kit. It can be an easy win when it comes to donor engagement – a natural opportunity to start the relationship off on the right foot. At AmplifyDMC, we think of it as making a good first impression.
What’s the purpose?
It’s relationship-building... Thank. Inform. Engage.
What might a kit include?
At minimum, be sure to send a welcome message, that includes a “thank you” if the new connection made a contribution. Fully developed welcome kits for new connections may also include:
Additional resources – You don’t have to reinvent the wheel. An annual report, program brochure, or impact story will begin to deepen their understanding of your organization.
Brief surveys – Gather insight on their interest in/connection to your organization to deepen your understanding of what motivates the new (potential) donor.
Brand extenders – If it’s within your budget, items with your logo can keep your mission top of mind… decals, magnets, bookmarks.
To be clear, the welcome kit is distinct from, and in addition to, the gift acknowledgement that should be generated any time someone makes a contribution. Think of the welcome kit as an extension of the process: a new gift triggers a prompt thank you message from leadership which triggers a follow-up welcome message sent 10-14 days later that connects their gift to impact.
How can you maximize the benefit of a welcome kit as an effective stewardship tool?
Meet the new connection where they are.
If a new donor contributed online, the welcome message should be sent digitally.
If a new donor mailed in a donation, a printed welcome letter should be sent.
If someone signs up for an event or subscribes to your newsletter, they should receive a welcome message too, tailored to general supporters.
Manage lists well, from the very beginning.
How many e-newsletter subscribers become donors? How many new donors renew gifts at 1-year, 2-years, 3-years?
Having answers to questions like these will inform your fundraising strategies. We recommend tagging new connections in your CRM by their originating source (i.e., event, fundraising campaign, subscriber, etc.) so that you can track entry points and conversion rates over time.
Segment welcome messaging.
Our philosophy on appeal letters also applies to welcome kits. The more personalized you can make a welcome message, the more likely the new connection will feel authentically seen and motivated to continue engagement.
The welcome message to new connections made through event registrations could point them to your events page, highlight an impact story, and include a soft ask.
The welcome message to new donors could thank them again for their gift, highlight an impact story, and invite them to follow you on social media or attend an upcoming event. Gifts of a certain level could also receive a special interaction – a useful tip sheet, a discount code from a sponsor, an insiders’ message from the Executive Director – that offers a reciprocal experience.
And, remember to keep things fresh!
The welcome kit is akin to making a good first impression with your (potential) donors, so revisit your welcome kits for key updates at least biannually.
AmplifyDMC considers a welcome kit a strategic investment in long-term relationships. By making new supporters feel seen, valued, and informed from the very beginning, you are laying the foundation for deeper engagement, stronger loyalty, and lasting impact. Welcoming donors well is more than a nice gesture, it’s strategic stewardship.