Rapid Donor Cultivation: Getting the First Online Gift Faster

These initial results give a good indication of the extent to which this type of program can improve donor cultivation and suggests that, in addition to improving the results for the first gift, it also increases the lifetime value of new subscribers.

Key lessons
* Frequent communications during first 30 days of subscription increases donations.
* Interactive features in e-mails increase engagement and affinity for organization.
* Automation of e-mail series is critical to making high frequency e-mail communications cost effective.