When people give to you for the first time, often they know very little about you. Perhaps they found you through a link on social media. Or organic search. Or through a friend who emailed them a link to your appeal.
They were inspired to give, once, based on whatever they saw or read.
What happens next is critical. Either you’ll inspire donors to stick with you, or you’ll depress their enthusiasm through benign neglect.
Claire Axelrad explains how to give donors what they want to ensure they will continue to be inspired by your cause.