How Much Asking is Too Much?

Giving feels good. When someone gives, they usually want to give again.

That’s why the No. 1 predictor of a donor’s likeliness to give is the recency of her last gift.

Your own data supports this: The response rate of donors whose previous gift was six months ago is twice as high as those whose previous gift was 12 months ago. And among donors who haven’t given for two years, the response rate drops to less than half what it is for those who last gave 12 months ago.