The Devil (and Second Gift) is in the Details

On the bottom third of the letter, containing the return reply card, are tiny boxes for the donors to check indicating their preferences, enabling them to dictate to the organization the terms of the relationship.

Results
Thirteen percent of first-time donors are signing up to become monthly donors; 46 percent of respondents are making second gifts; 24 percent are telling us how to communicate with them; and 17 percent are telling us, “Remove Me.” Let me repeat: An amazing 59 percent are giving again; and 24 percent are continuing the relationship on their terms.