Engaging Donors Can Elicit Second Gifts

Engaging Donors Can Elicit Second Gifts

Feb. 14, 2006

By Abny Santicola, associate editor, FundRaising Success

Netting second gifts from donors is all about the relationship you establish after receiving the first gift, according to Dave Bailey, development executive for the Sunshine Foundation, a Feasterville, Pa.-based organization that answers the dreams of seriously ill, physically challenged and abused children across the country.

The two key steps to this end, Bailey says, are acknowledging the gift with appreciation and following up with results of how the donation helped the people you serve. Did it bring your organization closer to its goal in a capital campaign? Was it directed toward program services?

Bailey says photographs are a great way to communicate to donors the impact of their gift. "Pictures speak volumes. Whenever a photo can be sent of who [a donor's] dollars have helped, of what improvement was made, there's a sense of accomplishment on the donor's part, and they will feel as though their donation to your organization really makes a difference," he says.

"This lays the groundwork for continuing a relationship with the donor," he adds.

Along with using images of the people who benefit from donations, the Sunshine Foundation engages donors and keeps them involved by sending thank-yous written by gift beneficiaries. Bailey says it communicates to donors that they're not giving to a charity, but donating to improve a person's life.

"That keeps people much more involved, more likely to give again, and it's building that relationship that will allow you to request the second gift from them," Bailey says.

Lastly, it's helpful when trying to get a second gift to know why a donor gave a first gift. Knowing his or her emotional connection to give to your organization will help you engage that person to give again.

"A lot of times we get letters from people that will say 'I'm giving because my son, my grandson, my neighbor's friend, received a dream from your organization 25 years ago.' So we know that there's a personal connection there," Bailey adds.

Dave Bailey can be reached via http://www.sunshinefoundation.org