5 Steps to the Second Gift
Welcoming new donors and keeping them active is an exercise in tone and timing.
Step 4: Two months after the initial gift
Offer your strongest renewal appeals first. You know which of your renewal appeals have the greatest results each year. Plan to send your new donors these offers up front. They are more likely to respond to your best appeals, so send them first. This may be your matching-gift appeal or proven “pillar” campaigns that perform well year after year. Also consider re-mailing the same appeal new donors just responded to.
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