Rapid Donor Cultivation: Getting the First Online Gift Faster

Rapid donor cultivation
To address these questions, Common Knowledge developed a program we call Rapid Donor Cultivation, inspired by best practices in the online retail industry. In this sector, savvy retailers noticed that online prospect affinity is typically highest for the first 30 days after the visitor opts in to the retailer’s e-mail list. This honeymoon period — the high-affinity phase — is characterized by higher e-mail open, click and conversion rates. It turns out that this behavior is also demonstrated by new nonprofit e-subscribers.