Get a Second Gift: The Toughest Job of All

Bad news for entry-level fundraisers. When you send out a prospecting letter, and new donors respond — most of them will never give you a second gift. Why does this happen? Probably because a lot of new donors respond on a sudden impulse. Then later, if that impulse is not triggered again, they are not interested. Their lives have moved on.

So how do you attack this situation? You begin with — yes — a thank-you letter.