5 Steps to the Second Gift
Welcoming new donors and keeping them active is an exercise in tone and timing.
Getting new donors is more expensive and more difficult than ever. Ten years ago, average new-donor retention rates were 30 percent. Now the average is down to 20 percent to 25 percent. That means 75 percent to 80 percent of your new donors may abandon you after the first gift. Ouch.
Your first critical task: Motivate your new donors to give you second gifts as soon as possible after the first gifts. It’s been proven that if a new donor gives again within three months, long-term donor loyalty can increase fourfold.
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