Just read on Twitter that the NY Time found that many first-time donor who complete a transaction online do not return. Questions that come to mind:

• What moved them to donate in the first place? What was their motivation?
  
• What did the organization do to keep them engaged?
• What was the extent of the ‘relationship’?
• What opportunities exists to make a first-time donor a repeat donor?
• Was this a ‘test gift’ or was it in response to PR, media coverage, a campaign, special occurrence, etc.?

Many opportunities exist to retain first-time donors, especially when other organizations are not meeting their needs.