Five Things You Must Do to Ensure a Second Gift

By Lynn Edmonds

Consider using First Class postage, a closed-face outer envelope and a preprinted note card with a live, handwritten note referencing the first gift and asking the donor to give the same amount again. Target new donors who’ve given above a certain level, such as $50+, depending on your budget.

To simplify the process, use your acknowledgement data file for this appeal. Schedule this appeal to mail within two weeks of the acknowledgement.

4. Offer your strongest renewal appeals first.
When new donors move into your regular renewal cycle, present them with your strongest renewal offers first to encourage that second gift. Early matching-gift opportunities, and newsletters (with an appeal letter) with important proof of stewardship are both excellent ways to engage new donors and get them to give again.

5. New-donor first-year anniversary campaign.
Your best chance to positively influence new-donor retention rates is during their first two months to 10 months in your program. However, you also can improve new-donor retention by influencing donor behavior around the time of their first-gift “anniversary” — between 10 months and 13 months from their original gift date.

Contact one-time donors as they approach the anniversary of their first gift. In an effort to re-create the motivation behind the initial gift, tell donors that they’re now at the time when they gave before and urge them to give again at this same time one year later. Target donors who give above a certain level, if you have budget limitations.

For donors who have given $50+, with available telephone numbers, call them, or send a prerecorded thank-you voice message that reminds them of their upcoming anniversary.

By implementing these new-donor conversion strategies, especially prompt and personal thank-you letters, you’ll keep more of your new donors on board!

Lynn Edmonds is president of L.W. Robbins Associates. You can reach her at ledmonds@lwra.com.