The Fundraising Landscape, Circa 2005

The key strategic question, then, is how can you quickly obtain a second gift from new donors? The answer is all about opportunity.

A new donor should immediately receive a gift-acknowledgement package that affirms her decision to give to your organization, reintroduces her to your cause and gives her an opportunity to give again. Roughly two weeks later, she should receive a special-appeal package that reconnects her to the original acquisition message and asks her to give again.