New year, new donors: how to welcome and engage your December first-time givers

December is the biggest giving month of the year, often bringing a wave of first-time donors. Nearly 40% of annual revenue comes in during this period, and about 10% of giving happens in the final three days alone.

But once the year ends, many nonprofits miss a key opportunity. Without a plan to engage these new donors, most won’t return. First-time donor retention hovers around just 18%. That means roughly four out of five December givers won’t come back if you don’t actively engage them.

That’s why January matters. It’s the best time to connect, thank donors, and start building a long-term relationship. This guide breaks down how to welcome your December donors, from the first 48 hours through the first 90 days so that you can turn one-time gifts into lasting support.

The 48-hour thank you rule (and why it matters)

A speedy, heartfelt thank-you is the first step in retaining new donors. Fundraising experts emphasize the “48-hour rule”: every donor should receive personal, meaningful thanks within 48 hours of their gift.

Why the rush? Because when someone donates, they feel an emotional connection to your cause. That feeling fades fast. If you wait weeks to acknowledge them, the donor may feel overlooked or even forget they gave. Prompt thank-yous show donors their gift was noticed and valued while their excitement is still fresh.

Ignoring the 48-hour rule can be costly. Organizations that delay or send only a generic receipt see first-year donor retention fall to around 15% or less. That means 85% of new donors never give again. By contrast, nonprofits that thank donors within a day or two, often by phone or email, see retention rise to 25–40%.

Best practices: Set up systems to notify staff of new gifts in real time so they can follow up promptly. An email or a two-minute phone call just to say “thank you, your $50 gift will [describe impact]” can leave a powerful impression.

Creating a 90-day welcome journey for new donors

After the initial thank-you, the next 90 days are critical for building a lasting connection. Research shows that about one-third of second gifts happen within the first 90 days of the initial donation.

That means January through March is your window of opportunity. A structured welcome journey during this period can significantly raise your chances of a second gift.

What should the 90-day journey include? Take a look at this list:

• Start with a warm welcome packet or email series in January. This could include a thank-you email, a short story, a video showcasing the impact of their gift, and an introduction to your mission.
• Consider sending a 3–4 email welcome series over several weeks to maintain momentum.
• Share updates on your programs and how December donations are being used. This shows transparency and builds trust.
• Include non-fundraising engagement, such as event invitations, a thank-you letter with a handwritten note, or a short video from a beneficiary.

Many nonprofits make the mistake of dropping new donors into general appeals or sending no further communication. One study found that 45% of offline donors received no outreach during the first 90 days.

Avoid that silence. Stay in touch, show impact, and make them feel part of your team.

Personalization strategies that make donors feel valued

Generic communication doesn’t build loyalty, especially for first-time donors. Simple details, such as using a donor’s name and referencing the specific campaign they supported, go much further than a vague “Dear Friend” message.

Donors notice these details. In one donor survey study, 59% of donors said they prefer personalized content (such as customized follow-ups or customized recommendations)

Effective personalization goes beyond names. Use donor data to segment and customize follow-ups. If someone gave to your holiday food drive, send an update on how their gift helped. If they noted interest in advocacy, invite them to an upcoming event related to that cause. Tools like modern CRMs make it easier to manage these touchpoints and send dynamic content that feels relevant.

Personalization also includes the sender of the message. Emails sent by an individual staff member, such as your executive director or volunteer coordinator, see 27% higher open rates than those sent from a general organization address.

Lastly, listen to donor intent. If a new donor shares that they gave “in honor of my grandmother” or “because I care about climate change,” note that information. Respond with a short, personal P.S. in a thank-you letter (“P.S. Your gift in honor of your grandmother’s memory is creating a lasting legacy…”) can deeply move a donor.

When and how to make the second ask

Timing your second ask is just as important as how you make it. Asking too soon can feel transactional, while waiting too long may cause you to lose the donor’s interest.

Research shows that about one-third of second donations happen within the first 90 days of the initial gift. This makes January through March the right window for a thoughtful second ask, but only after a new donor has received genuine thanks and meaningful engagement.

So, when should you make the next ask? Fundraising experts generally recommend making a second donation request within 60 to 90 days of the first gift.

Before making another appeal, focus on showing impact. Share updates about how their first gift helped, and keep them informed through stories, photos, or brief reports. When it’s time to make the second ask, reference their prior support and the impact it had. Keep the message clear, personal, and tied to the donor’s original motivation.

The ask doesn’t need to be for a large amount. In many cases, inviting a small recurring monthly gift can be more effective than a big one-time request. Make it easy to say yes by including a direct link to give again, pre-filled amounts, and a short explanation of what each gift level supports.

Using surveys to understand donor preferences and motivations

Donor surveys are a valuable way to understand what matters to your supporters and how to keep them engaged. Sending a brief survey after a donor’s first gift, or as part of your welcome journey, can help you understand what motivated their support, how they prefer to be contacted, and which parts of your mission interest them most.

According to fundraising experts, surveys are one of the most powerful tools for donor stewardship because they center the donor’s voice.

Sample questions for a new donor survey:

• What inspired you to give to our organization?
• Which part of our work is most important to you?
• How do you prefer to hear from us (email, mail, phone)?
• Was your donation in honor or memory of someone?
• Would you like to learn about volunteer opportunities?
• How would you rate your donation experience?

Keep surveys short, ideally under a dozen questions. Make them easy to complete. Most importantly, use the responses to segment communications and improve your outreach.

Turn new donors into lifelong supporters with Betterworld

Engaging and retaining new donors requires the right strategy and the right tools. BetterWorld.org can help your nonprofit put all these best practices into action with fundraising and donor engagement tools that make it easy to steward your supporters from day one.

With BetterWorld, you can quickly set up personalized donation pages and automatic thank-you messages, manage your donor contacts, and even launch recurring giving programs – all with 0% platform fees.

Ready to turn those new December donors into lifelong champions for your cause?

Join BetterWorld and supercharge your new donor onboarding.