Transform First-time Direct-mail Donors Into Repeat Givers

Politely. Don't ask for a second gift in your thank-you letter. Ever. You haven't earned the right to. In a study conducted by Penelope Burk and Cygnus Applied Research Inc., 53 percent of individual donors said asking for another gift in the body of a thank-you letter is rude. Eight percent said they stop giving if this happens. Enough said. (Ed. Note: The sector seems to be divided over whether or not it's appropriate to ask for a second gift in a thank-you letter. Past stories in FundRaising Success have suggested that it's not only perfectly fine, but almost necessary. What has your experience been? Tell us by e-mailing asanticola@napco.com.)