Fundamentals of Donor Retention

With that in mind, CARE implemented a second-gift conversion series in its donor-retention program. The objective was to solicit and receive an additional gift from a new donor as quickly as possible. The series went as follows:

• New donors receive a “special” series after they join.
• The series lasts approximately 6-8 weeks.
• The series includes an ask into the monthly donor program, Partners for Change.
• Non-monthly donors begin receiving the existing tried-and-true mailstream.
• Results yielded a lift in new donor conversion of 16 percent.

When new donors join, CARE sends an acknowledgment and welcome mailing that includes a thank-you on the outer envelope, acknowledgment letter, receipt and an immediate ask for another gift. The ask is done in a friendly way, saying if you’d like to make a second gift, that would be wonderful. “It’s a good first point to ask for the next gift,” Jones said.