5 Steps to the Second Gift
Welcoming new donors and keeping them active is an exercise in tone and timing.
Step 3: Within four weeks
Send an early second-gift appeal. Send a special appeal, carefully designed and sequenced to get donors to repeat their original gift amounts four weeks after their initial gifts. Send it two weeks after the new-donor welcome kit but before the first “regular” renewal campaign. Target your best new donors, such as those who gave $50 or more, depending on your budget.
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