Donors should not be treated as “one and done.” Your first job is not to get a prospect to donate. It is to get them to believe. The following is what your donors need to believe in.
Prospects must believe in your organization’s mission; they must believe your organization is the best vehicle to fulfill that mission and to believe that his or her donation will not only make a difference but that their contribution is needed and is greatly appreciated and their donation will be treated properly to help the people it is intended to help and not be squandered. Once prospects become “believers” it is much easier to convert them to donors.