Why So Many New-donor Acquisition Efforts Stink

2. About a week later, send your donors a special-appeal package that, once again, recognizes their first gift, reinforces your original acquisition message and explains a new, urgent financial need. This package is crucial to your eventual success in getting that second gift.

The temptation with this special appeal is to shift your message to one that is more focused on your organization. Don’t succumb to this temptation. Keep your message keenly focused on the urgent fundraising needs that must be met. This is an appeal package, not an organization-information piece.