Rapid Donor Cultivation: Getting the First Online Gift Faster

Results
The results of the program since its initial launch with IFAW have far exceeded its expectations. Overall, the program has reduced the time to the first gift, increased the number of subscribers who give and — in initial estimates — increased the lifetime value of new subscribers.

In order to get a better idea of how this stacks up against receiving no specialized e-mail communications, we compared the donation activity of new supporters who subscribed during three months in 2006 (before we launched the program) with those who subscribed during the same months in 2007 (who participated in the program). We analyzed all financial transactions made by supporters over the first six months they were subscribed to the list. We found [that] the time to first gift decreased by 17 days; and the conversion rate of subscribers to donors increased by 83 percent. [To see the chart that accompanies these findings, click here.]