Moment-Cohort Onboarding & Retention Series (First 90 Days)
A pre-written welcome and second-gift series for donors acquired during a threat spike — the cohort most likely to lapse — converting reactive givers into mission-identified supporters before outrage decays.
Draft: pending review
This starter document is signed off by a CFRE reviewer before it ships. The guardrails below define that review.
What’s inside
- Touch-by-touch calendar (welcome → impact proof → story → second-gift/sustainer ask) mapped to the decay curve
- Segmentation separating moment-acquired donors from evergreen supporters
- Second-gift and sustainer-conversion asks timed to the peak-affinity window
- Suppression rules to avoid over-mailing a hot but fragile cohort
Legal & ethical guardrails
The sector-specific compliance points this document must honor.
- Impact claims must be truthful and not retroactively inflate what the emergency gift accomplished
- SMS touches require prior express consent (TCPA); email must include a working unsubscribe (CAN-SPAM)
- If the triggering moment was advocacy/lobbying, keep follow-up asks consistent with the acquiring entity (c3 vs c4)
- Honor the original designation — do not blur restricted emergency support into unrestricted operations
Held for professional review.
The native DOCX and full working text ship only after sign-off by a CFRE reviewer on this exact version. The summary and review requirements remain visible in the meantime.
Not legal advice. Not legal, tax, or accounting advice. The Fundraising Co. provides educational fundraising materials and is not a law firm; nothing here creates an attorney–client relationship or substitutes for advice from professionals licensed in your jurisdiction. Laws and IRS rules vary by state and change over time. Review every document with qualified counsel before use.