International Voices on Fundraising: Second Gift Syndrome

Some better programmes offer a welcome process, but again after that it is usually straight into a “appeals/newsletter/Virtual Gift” cycle of communications.

It is an obvious truth that in many respects, a donor’s first gift is their most important, and so by the same logic, their second gift is not far behind. Surely it indicates the beginning of some actual engagement with the charity (rather than often just an emotive response to a cause) and a willingness to trust that organisation to deliver on their propositions. Best of all, an indication that they could potentially go on to become a loyal donor to the charity.