Strengthen Donor Relations Through Targeted Communications

Through the NWF's testing, which compared second gifts as a result of another acquisition gift, acknowledgments, appeals and renewals, it found that new donors were 150 percent more likely to give to another acquisition than to its acknowledgment packages.

The NWF's old approach was to follow up with new joins with an acknowledgment letter with a perfed reply, a welcome kit with a soft ask, and the next regularly scheduled appeal. Now, as a result of its testing, it follows up with a short-form acknowledgment, a welcome kit that is a replica of an acquisition control design and offer, and an evergreen appeal with a premium offer.