Transform First-time Direct-mail Donors Into Repeat Givers

1. Say thanks using the "Four Ps."

The first step to generating a second gift is to thank your donor profusely for the first one. Donors who aren't thanked for their first contribution are almost guaranteed not to make another. Say thanks like this:

Promptly. Mail your gift acknowledgement within 48 hours of receiving the gift. Each day of delay adds to the impression in your new donor's mind that you are either ungrateful or unprofessional (or both).