How Marketing Automation Nurtures New Donor Relationships

by George Konetes | Jan 9, 2026 | Fundraising

When a new donor or potential donor decides to initiate a relationship with your nonprofit by donating or by joining your email list, something meaningful occurs. Someone has raised their hand and indicated support, or at least interest in your organization. What happens over the next few days will either draw them into a deeper relationship or push them away. This is a place where marketing automation can shine brightly, as it allows you to curate every detail of what a new person will experience.

This is one of those times where marketers and fundraisers can do and say everything right to maximize impact and donor engagement. But that kind of idealistic talk is hard to live up to. So let us examine what the average nonprofit can realistically achieve by using marketing automation to nurture new donors.

There is recent research that indicates how important it is to get a second gift from a new donor within 30-60 days. However, we must be cautious not to allow a correlation between timing and lifetime value to prompt hasty decisions. Automation can make it too easy to ask too soon, too strong, and too often.

The big question we need to consider is, why did that donor give their first gift? Or why did they join your email list? What was their motivation? Perhaps they are trying to meet an urgent need, and your organization is the conduit. Perhaps someone referred them to you, and they like what you stand for, so they gave a token gift. Maybe they saw some of your marketing, and they thought your cause was worthy of a small contribution. There are many options.

But do not assume that the donor has fallen head over heels in love with your mission, read every page of your website, and is lining up to make monthly gifts. The first interaction may be situational or non-committal. So, the next steps should be geared to deepening the relationship.

Ask the question, what does a new donor need to know or feel to give a second gift? First, they need to know that their first gift was appreciated and made a difference. They need to feel like the organization cares about them and will be a good steward of their resources. This can be accomplished in many ways; an immediate thank-you email is mandatory, a printed receipt goes further, and a personal phone call from a volunteer takes it to the next level.

Second, new supporters need information. They need to know what your organization does. They already know something, but it’s unlikely they have a comprehensive understanding. An automated email can deliver a long list of bullet points to check that box, but the donor needs to be inspired as well as informed. Long copy early on is rarely the best method.

So, while email text can be helpful, a video may be more helpful, and infographics or other digital or print resources can work together to fill in the gaps while keeping any one item from feeling too long or overwhelming. You want the donor to know what you do, and just as importantly, connect on a heart level.

Next, the donor should see evidence. This is proof that you are having the impact you claim to have. Statistics can help some here, but that alone may be too dry. Testimonies, videos, and photos of those benefited do more.

For one client, we created little 4×6” printed photo cards. On one side, they look like a personal photo of someone recovering from something. On the back, they tell the harrowing story of that person who nearly died, and their life was saved thanks to the support of “friends like you.” One goes in every first-time donor receipt letter package. This process is also part of their automation.

After you have thanked the donor, instilled confidence in your handling of the funds, informed and inspired them regarding your work, and provided sufficient evidence related to the impact of your work, it is time to make the case for them to engage on a deeper level.

The next step is to communicate a core need that the donor can solve through their giving. Sometimes this is one email or letter. But, depending on how diverse your work is, this is likely to involve multiple communications expressing a handful of different core needs. The donor may not connect with every aspect of what you are doing, so having multiple appeals that highlight your biggest initiatives maximizes the potential connection points.

After all this is mapped out, the matter turns to the actual automations. What systems, media, and timing are best will vary greatly by organization. I recommend a mix of email, print mail, and phone calls as the channels used. The content should be a mix of text, images, videos, stories, and data. But be assured, that the content and spirit of the nurture process matter just as much or more than the tools used.

Here is a sample first-month automation sequence:

Instantly: Thank you email receipt
Within 48 hours: Printed receipt is mailed
3 days: Email with a thank you video from the founder
7 days: Thank you phone call from a volunteer
10 days: Email sharing your mission and vision
14 days: Print mail welcome package is mailed
17 days: Email with testimonies video is sent
24 days: First appeal email sent about program A
27 days: Text message sent with a thank you and story of someone helped
31 days: Second appeal email sent about program B

You might think that this 10-step sample plan is a lot of work, and it is. But it is work that only needs to be done once and may be used for years with occasional adjustments. It is also work that can be done over time.

If you have nothing in place now, tackling one bullet per month could get you to a strong automation sequence in less than a year. And the automation process helps ensure that every new donor thereafter has a well-thought-out experience with your organization.

Need help setting up your automation process? We would be happy to chat!

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