The Devil (and Second Gift) is in the Details

And so in our business, it is the little things, the details, that can have a massive impact. This was something that Care Net — a national network of evangelistic, pro-life pregnancy centers — found out when it took a look at its thank-you note policies.

Like most other organizations, we sent out the thank-you receipt letters in a timely fashion, defined as a week or two after the gift arrived. This helped us adhere to the maxim that the quicker a donor receives the thank-you receipt letter, the better the odds are we would achieve the crown jewel — the second gift. And, the strategy, indeed, worked well.