First-time donors aren't donors

A donor isn't really a donor until he or she has donated a second time.

Why?  Because of all the reasons people often initially give:

• supporting a walkathon or similar
• in honor or memory of someone they care about
• sweepstakes
• "go away" money 

But, if she donates a second time, it's because she cares about the work of your organization.  So, how to get (and keep) donors more involved?

Mal Warwick's book How to Write Successful Fundraising Letters (a must-own for any fundraising communications professional) has an entire chapter devoted to creating a welcome package for your new donor, complete with examples.  In sum, keep it warm, keep it personal.  Inform the donor about the work of your organization in order to reassure him that donating was a good call, that his money is going to make a difference.

This post on SOFII features the legendary Tom Ahern.  He shows you, step-by-step, how he wrote a letter specifically aimed at those who gave gifts in memory, in order to convert them to real donors.  It is such a useful read, even if that's not exactly what you're doing.

What has worked for you to keep first-time donors "in the family"?