5 Steps to the Second Gift
Welcoming new donors and keeping them active is an exercise in tone and timing.
Step 5: 10 months after the initial gift
Send a “pre-lapse” appeal. New donors who are nearing one year without gifts since their initial gifts are at serious risk of lapsing. And a lapsed donor (no giving activity in 12 months or more) is harder to re-engage than a donor who has given more recently.
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