Maryland Food Bank retains new donors by asking them to give again — before the window of opportunity closes.

By Amy Syracuse

Because such quantities are relatively small, statistically speaking, segmentation among new donors to deliver even more customized packages is prohibitive.

“We do the same package for everybody, but the gift amount is individualized … based on the amount that donor first gave,” Rohrbach says.

A level of sophistication
The new-donor, second-gift mailing includes a number of personal touches: the size of the envelope, which is similar to that of an invitation or greeting card; the use of First Class postage; and the use of handwritten addresses and inscriptions.