Transform First-time Direct-mail Donors Into Repeat Givers

3. How to ask for the second gift.

Don't kill your budding friendship with a "dear friend" letter. Address your donor by name. Somewhere in the opening paragraphs, thank the donor for her recent support. Recognize her recent interest and generosity. Describe what the donor accomplished with her gift, and explain why her continued support is needed right now. Stress the need for renewed support or a renewed gift. Do this again in your close.