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4 Ways to Secure That All-Important Second Gift

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I met up with a fundraiser — let’s call him Brian — a couple of years ago to talk about the work my team had been doing for their donor acquisition program. The direct mail acquisition was doing really well. Great response, strong average gift, acceptable ROI, in a tough market … I was there to find out why they had decided to do less of it, not more.

Brian was late for the meeting. He had been with his team making welcome calls.

Every single new donor who had provided a phone number received a welcome call. They attempted to get through up to 12 times! They really wanted to connect on those calls.

Turns out the second gift rate of their new donors who were reached with a phone call was higher than those not reached. The value over 12 months was also higher. It wasn’t just the call making the impact, information gathered in the phone calls was impacting … more email addresses captured, giving a wider reach for their multi-channel communications and critically understanding the donors relationship to the cause (a major health issue / killer) was sought and used to personalise subsequent communications.

Brian was prioritising this donor care for new donors. If he recruited even higher volumes of donors, they would not be able to keep up with the calls and do all of their other work.

The best outcome would have been Brian being able to get more budget to staff the welcome calls so he could continue to invest in higher volume acquisition. He couldn’t. But he made the tough decision — and I think this was the right one … better retained and engaged donors for a longer life time over as many donors as possible.

As a follow up to my recent blog, The Most Important Gift from Your Donor – It’s the 2nd, Not the 1st!, I’ve got four evidence-based ideas you should plan to do, after your brilliant first gift acknowledgment (like Brian’s welcome calls), as part of your new donor engagement and second gift conversion strategy.

1. Ask again, quickly, and many times, giving the donor more opportunities to have even more impact.

I have seen many donor communications plans that do not prioritise asking again quickly … I think this comes from the unsubstantiated idea that we need to rest donors after they give. Analysis shows that those most likely to give again are those who have given the most recently. Testing I have run has demonstrated that the sooner you ask, the higher the second gift rate.

2. Focus on what they have demonstrated they care about … not EVERYTHING you do. Ask them to support the same thing they just gave to again.

What did you ask the donor to support? Tell her she supported it. Show her how the thing you are asking her to support now links to what she has shown she cares about. Even better — the best thing to ask for is the same thing she gave to in the first place. The idea that you have to ask the donor to support something different seems to come from an idea that donors need lots of options or that they might get bored with the same thing. The data DOES NOT support this. A donor is far more likely to give to the same thing again than something different.

Many donors work on a 12-month giving cycle … which can stretch out, particularly if the number of opportunities to give again from you is few. If after 12 months of opportunities to give you have not had a response, ask the donor to give to exactly the same thing they gave to in the first place … it works.

3. Offer Monthly Giving.

Monthly Givers are retained at much higher rates than one-off or occasional givers, and new one-off givers are great prospects for Monthly Giving, when asked correctly.

Asking soon, like within 6 to 8 weeks of their first gift, maximises response as the memory of giving and how great it made them feel is still fresh. And don’t give up! Some donors need more time experiencing supporting you to see the value in Monthly Giving.

4. Send them a survey.

A “new donor survey” can be a great engagement tool, and donors who respond are more likely to keep supporting you.

A version of your Supporter Connection Survey can be used for new donors really effectively. If you haven’t already taken our Supporter Connection Survey course, it’s available for members of The Fundraisingology Lab. Check it out.

Acquisition is hard. Make your life easier by planning to get that second gift and to keep those new donors giving from the outset.

Discover how you can connect more with your donors, grow your fundraising income, and master your career. Join The Fundraisingology Lab and you join the thousands of smart fundraisers who are becoming EXTRAORDINARY FUNDRAISERS. Check it out.

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