{"id":27718,"date":"2023-07-11T08:26:07","date_gmt":"2023-07-11T12:26:07","guid":{"rendered":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/?p=27718"},"modified":"2024-07-08T13:48:16","modified_gmt":"2024-07-08T17:48:16","slug":"getting-second-gifts","status":"publish","type":"post","link":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/fundraising-software\/getting-second-gifts\/","title":{"rendered":"5 Tips to Secure Second Gifts from First-Time Donors"},"content":{"rendered":"\n<p>Donor acquisition is often a keystone of any fundraising strategy. Garnering interest in your cause and recruiting new audiences to support you is a worthwhile investment. However, the cost of acquiring new donors is significantly higher than retaining existing donors, so <a href=\"\/donor-retention\/\">donor retention<\/a> is often a more effective fundraising tool.\u00a0<\/p>\n<p>But that\u2019s not to say <a href=\"\/donor-retention\/\">donor retention<\/a> is an easier objective. The <a href=\"https:\/\/afpglobal.org\/files\/ContentDocuments\/FEP2015FinalReport.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Association of Fundraising Professionals<\/a> (AFP) has found that only 19% of first-time donors will give again. Still, if you can persuade a first-time donor to give just one more gift, reports show that <strong>63% of donors who contribute a second gift will continue to donate.<\/strong> Here are some essential strategies you can use to help you secure second gifts from your first-time donors.<\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<section id=\"1\" class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"1. Don\u2019t Wait To Ask Again\" id=\"section-1-toc-1\"><\/header>\n<div class=\"wp-block-softerware-sw-heading\"><div id=\"my-heading\" class=\"sw-heading h2 \">\n<h2 class=\"wp-block-heading has-text-align-left\">1. Don\u2019t Wait To Ask Again<\/h2>\n<\/div><\/div>\n<p>Nonprofits often hesitate to send follow-up solicitations too closely to the most recent gift a donor has made. <a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Recency-by-Frequency-Report\" target=\"_blank\" rel=\"noreferrer noopener\">Recency<\/a>, however, is one of the top predictors that a donor will make a gift. There is a <a href=\"https:\/\/www.newtarget.com\/web-insights-blog\/how-often-should-nonprofits-ask-donations\/\" target=\"_blank\" rel=\"noreferrer noopener\">small window of opportunity<\/a> after a first-time gift that is essential to the donor journey. This period lasts about 90 days, and your new donors need to hear from you within this time frame.&nbsp;<\/p>\n<p>There is another reason it\u2019s critical to minimize the gap between your first and second ask. One of the <a href=\"\/nonprofit-technology-blog\/nonprofit-technology\/fixing-donor-attrition\/\">top reasons donors discontinue giving<\/a> to an organization is because they\u2019ve forgotten that they ever gave in the first place. This is especially true if your donors donated for a reason that had little to do with your organization:&nbsp;<\/p>\n<ul class=\"wp-block-list\">\n<li>Crowdfunding campaigns (they\u2019re connected to your crowdfunder, not your cause)<\/li>\n<li>Giving Tuesday (participation in a movement)<\/li>\n<li>Recent events (natural disasters, news stories, etc.)<\/li>\n<li>Tribute donations (gifts in memory of their loved ones who cared for your cause)<\/li>\n<\/ul>\n<p>Don\u2019t give these donors time to forget about your organization or their support. Make sure you follow up soon after their initial gift and reach out often.<\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n<section id=\"2\" class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"2. Prioritize Personal Thank You's\" id=\"section-2-toc-1\"><\/header>\n<div class=\"wp-block-softerware-sw-heading\"><div id=\"my-heading\" class=\"sw-heading h2 \">\n<h2 class=\"wp-block-heading has-text-align-left\">2. Prioritize Personal Thank You&#8217;s<\/h2>\n<\/div><\/div>\n<p>Regardless of whether or not you implement any other strategies, thanking your donors, first-time or otherwise, should be your top priority after receiving a gift. It is an essential step to creating a last and thriving relationship with your donors. It also happens to be highly effective in <a href=\"\/donor-retention\/\">donor retention<\/a>. Studies show that donors who are thanked within the first 48 hours of making a gift are significantly more likely to be retained.<\/p>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<div class=\"sw-card text\"><div><i class=\"fa-solid fa-circle-info\" aria-hidden=\"true\"><\/i>\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p>According to Philanthropy Daily, first-time donors have an average 18% retention rate, however, this number jumps to 38% when the first-time donor receives a hand-written thank-you letter.&nbsp;<\/p>\n<p>Want to personalize your own thank you in a unique way? Consider sending a personal video message to your donors with the ease of <a href=\"\/factsheets\/dp-video\/\">DP Video<\/a>.<\/p>\n<\/div>\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image alignright size-full\"><img decoding=\"async\" src=\"https:\/\/uploads.donorperfect.com\/images\/sites\/2\/dp-video-display.png\" alt=\"Screenshot of Fundraising Video platform\" class=\"wp-image-25487\"\/><\/figure>\n<\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n<p>While a thank-you note is vital, you can probably skip the welcome packet, at least for now. This may be a better-suited touchpoint for when your donor has become more acquainted with you and your organization. Instead, keep your communication short, simple, and sweet, and don\u2019t forget to personalize it. Many CRMs make it easy to automatically merge your donor and gift details right into pre-written templates so you can get your <a href=\"\/nonprofit-technology-blog\/donorperfect\/personalized-donation-receipt-emails\/\">thank-you letters and emails<\/a> out in a matter of minutes.<\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n<section id=\"3\" class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"3. Focus On Shareable Content\" id=\"section-3-toc-1\"><\/header>\n<div class=\"wp-block-softerware-sw-heading\"><div id=\"my-heading\" class=\"sw-heading h2 \">\n<h2 class=\"wp-block-heading has-text-align-left\">3. Focus On Shareable Content<\/h2>\n<\/div><\/div>\n<p>Donors, especially new donors who may not be heavily invested in your cause yet, often want easily digestible content. Newsletters, lengthy emails, and welcome packets may not be the best way to reach this audience. Instead, think of shareable content that can be communicated in a few sentences. You can share via social media, emails, videos, your website, and even texts.&nbsp;<\/p>\n<p><strong>Shareable content ideas:&nbsp;<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>New hire announcements<\/li>\n<li>Upcoming events&nbsp;<\/li>\n<li>The outcome of recent fundraisers<\/li>\n<li>Client success stories<\/li>\n<li>Volunteer or donor experiences<\/li>\n<li>Interesting facts about your history or cause<\/li>\n<li>Board meeting initiatives&nbsp;<\/li>\n<\/ul>\n<p>Remember, this is about keeping your organization on your donor\u2019s mind. It\u2019s also helpful to stay on brand, so your organization becomes easily recognizable to your new supporters.<\/p>\n<p>Need help creating consumable content? Try out Chat GPT. Just make sure to provide details like the type of voice you want (serious, light-hearted, etc.), length, and the information you want to share. Don\u2019t forget to edit!<\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n<section id=\"4\" class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"4. Invite Them To Participate In Other Ways\" id=\"section-4-toc-1\"><\/header>\n<div class=\"wp-block-softerware-sw-heading\"><div id=\"my-heading\" class=\"sw-heading h2 \">\n<h2 class=\"wp-block-heading has-text-align-left\">4. Invite Them To Participate In Other Ways <\/h2>\n<\/div><\/div>\n<p>Maybe your new donors are not ready to give again, and that\u2019s ok. Invite them to get involved with your organization in other ways. Volunteering is an excellent way for new supporters to become familiar with your cause and your organization. If you successfully cultivate them as a volunteer, you also increase your chances of retaining them as a donor. Over <a href=\"https:\/\/softerware.my.site.com\/dpcommunity\/s\/article\/Four-Ways-to-Encourage-Volunteers-to-Donate\" target=\"_blank\" rel=\"noreferrer noopener\">70% of volunteers<\/a> make donations to the causes they support. Brainstorm with your team and come up with some non-monetary ways a person can support your cause.&nbsp;<\/p>\n<p><strong>Non-monetary support ideas<\/strong><\/p>\n<ul class=\"wp-block-list\">\n<li>Advocacy<\/li>\n<li>Social media shares<\/li>\n<li>Crowdfunding<\/li>\n<li>Volunteering<\/li>\n<li>Petition signing<\/li>\n<li>In-kind giving<\/li>\n<\/ul>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n<section id=\"5\" class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"5. Get To Know Them Better\" id=\"section-1-toc-1\"><\/header>\n<div class=\"wp-block-softerware-sw-heading\"><div id=\"my-heading\" class=\"sw-heading h2 \">\n<h2 class=\"wp-block-heading has-text-align-left\">5. Get To Know Them Better<\/h2>\n<\/div><\/div>\n<p>It may be time-consuming, but understanding your donors\u2019 motivations is essential to successful fundraising. The most effective method is simply to talk to them, whether that be in person or by phone. A phone call with every donor may be unscalable, but there are plenty of tools to help you along the way.&nbsp;<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Online surveys:<\/strong> <a href=\"https:\/\/uploads.donorperfect.com\/pdf\/welcome-series-survey-template.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">Surveys<\/a> are a great way to monitor interest in programs and campaigns, and it\u2019s a quick way for donors to provide feedback.<\/li>\n<li><strong>Donor prospect tools:<\/strong> <a href=\"\/growth-tracks\/donorsearch\/\">Prospect tools<\/a> provide the details you need to narrow down your major donor target audience.&nbsp;<\/li>\n<li><strong>Social events:<\/strong> Casual events like open houses are a great way to meet and speak with many new people at once. Make sure you recruit board members and volunteers to participate as ambassadors for your nonprofit or host salon-style events in their homes<\/li>\n<li><strong>Social media engagement posts:<\/strong> Invite supporters and friends to share their stories related to your organization or cause.&nbsp;<\/li>\n<\/ul>\n<p>You\u2019ve done a lot of hard work to acquire a new donor; push a little further to help your organization retain this donor and keep a loyal supporter. Second gifts are often just as hard to come by as first-time gifts, but they can be significantly more rewarding as they are indicative of a donor who wants to stick around and help your cause. If you need help crafting the perfect thank-you message, download your free copy of the <a href=\"\/whitepapers\/generic\/your-digital-donor-thank-you-kit\/\">Digital Donor Thank You Kit<\/a>, available below!<\/p>\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n<\/section>\n<section id=\"form\" class=\"wp-block-group content-section is-layout-constrained wp-block-group-is-layout-constrained\">\n<header data-toc-tag=\"Download Your Digital Donor Thank You Kit\" id=\"section-6-toc-1\"><\/header>\n<h2 class=\"wp-block-heading get_demo gutenberg\" id=\"h-download-your-digital-donor-thank-you-kit\">Download your Digital Donor <br>Thank You Kit<\/h2>\n<script>\nvar gform;gform||(document.addEventListener(\"gform_main_scripts_loaded\",function(){gform.scriptsLoaded=!0}),document.addEventListener(\"gform\/theme\/scripts_loaded\",function(){gform.themeScriptsLoaded=!0}),window.addEventListener(\"DOMContentLoaded\",function(){gform.domLoaded=!0}),gform={domLoaded:!1,scriptsLoaded:!1,themeScriptsLoaded:!1,isFormEditor:()=>\"function\"==typeof InitializeEditor,callIfLoaded:function(o){return!(!gform.domLoaded||!gform.scriptsLoaded||!gform.themeScriptsLoaded&&!gform.isFormEditor()||(gform.isFormEditor()&&console.warn(\"The use of gform.initializeOnLoaded() is deprecated in the form editor context and will be removed in Gravity Forms 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d=gform.hooks[o][r];null==n&&(n=r+\"_\"+d.length),gform.hooks[o][r].push({tag:n,callable:e,priority:t=null==t?10:t})},doHook:function(r,o,e){var t;if(e=Array.prototype.slice.call(e,1),null!=gform.hooks[r][o]&&((o=gform.hooks[r][o]).sort(function(o,r){return o.priority-r.priority}),o.forEach(function(o){\"function\"!=typeof(t=o.callable)&&(t=window[t]),\"action\"==r?t.apply(null,e):e[0]=t.apply(null,e)})),\"filter\"==r)return e[0]},removeHook:function(o,r,t,n){var e;null!=gform.hooks[o][r]&&(e=(e=gform.hooks[o][r]).filter(function(o,r,e){return!!(null!=n&&n!=o.tag||null!=t&&t!=o.priority)}),gform.hooks[o][r]=e)}});\n<\/script>\n                <div class='gf_browser_unknown gform_wrapper gravity-theme gform-theme--no-framework donor_gratitude_wrapper' data-form-theme='gravity-theme' data-form-index='0' id='gform_wrapper_16' style='display:none'><div id='gf_16' class='gform_anchor' tabindex='-1'><\/div>\n                        <div class='gform_heading'>\n                            <p class='gform_description'><\/p>\n                        <\/div><form data-confirmation-type=\"message\" method='post' enctype='multipart\/form-data' target='gform_ajax_frame_16' id='gform_16' class='donor_gratitude' action='\/nonprofit-technology-blog\/wp-json\/wp\/v2\/posts\/27718#gf_16' data-formid='16' novalidate>\t\t\t\t\t<div style=\"display: none !important;\" class=\"akismet-fields-container gf_invisible\" data-prefix=\"ak_\">\n\t\t\t\t\t\t<label>&#916;<textarea name=\"ak_hp_textarea\" cols=\"45\" rows=\"8\" maxlength=\"100\"><\/textarea><\/label>\n\t\t\t\t\t\t<input type=\"hidden\" id=\"ak_js_1\" name=\"ak_js\" value=\"156\" \/>\n\t\t\t\t\t\t<script>\ndocument.getElementById( \"ak_js_1\" ).setAttribute( \"value\", ( new Date() ).getTime() );\n<\/script>\n\t\t\t\t\t<\/div>\n                        <div class='gform-body gform_body'><div id='gform_fields_16' class='gform_fields top_label form_sublabel_below description_below validation_below'><div id=\"field_16_1\" class=\"gfield gfield--type-text gfield--width-full input-field gf_first_name gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_16_1'>First Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='first_name' name='input_1' id='input_16_1' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_16_2\" class=\"gfield gfield--type-text gfield--width-full input-field gf_last_name gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_16_2'>Last Name<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='last_name' name='input_2' id='input_16_2' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_16_3\" class=\"gfield gfield--type-email gfield--width-full input-field validate gf_email gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_16_3'>Email<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_email'>\n                            <input data-parameter='email' name='input_3' id='input_16_3' type='email' value='' class='large'    aria-required=\"true\" aria-invalid=\"false\"  \/>\n                        <\/div><\/div><div id=\"field_16_4\" class=\"gfield gfield--type-text gfield--width-full input-field gf_organization gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_16_4'>Organization<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_text'><input data-parameter='organization' name='input_4' id='input_16_4' type='text' value='' class='large'     aria-required=\"true\" aria-invalid=\"false\"   \/><\/div><\/div><div id=\"field_16_7\" class=\"gfield gfield--type-select gfield--width-full gf_role role-field select-display field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_16_7'>Role (Optional)<\/label><div class='ginput_container ginput_container_select'><select data-parameter='role' name='input_7' id='input_16_7' class='large gfield_select'     aria-invalid=\"false\" ><option value=''  selected>Please choose an option<\/option><option value='Development Director' >Development Director<\/option><option value='Fundraising Assistant' >Fundraising Assistant<\/option><option value='Executive\/Board Member' >Executive\/Board Member<\/option><option value='Volunteer' >Volunteer<\/option><option value='Communications' >Communications<\/option><option value='I do it all!' >I do it all!<\/option><\/select><\/div><\/div><div id=\"field_16_17\" class=\"gfield gfield--type-select gfield--width-full gf_software_interest select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_16_17'>Interested in DonorPerfect?<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select data-parameter='software_interest' name='input_17' id='input_16_17' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' disabled selected>Please choose an option<\/option><option value='No' >No<\/option><option value='No, I am a current DonorPerfect client' >No, I am a current DonorPerfect client<\/option><option value='Yes' >Yes<\/option><\/select><\/div><\/div><div id=\"field_16_6\" class=\"gfield gfield--type-select gfield--width-full gf_number_of_constituents select-display gfield_contains_required field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_16_6'>Number of Constituents<span class=\"gfield_required\"><span class=\"gfield_required gfield_required_text\">(Required)<\/span><\/span><\/label><div class='ginput_container ginput_container_select'><select data-parameter='number_of_constituents' name='input_6' id='input_16_6' class='large gfield_select'    aria-required=\"true\" aria-invalid=\"false\" ><option value='' disabled selected>Please choose an option<\/option><option value='0 - 500' >0 &#8211; 500<\/option><option value='501 - 1,000' >501 &#8211; 1,000<\/option><option value='1,001 - 2,500' >1,001 &#8211; 2,500<\/option><option value='2,501 - 6,000' >2,501 &#8211; 6,000<\/option><option value='6,001 - 20,000' >6,001 &#8211; 20,000<\/option><option value='20,001 - 50,000' >20,001 &#8211; 50,000<\/option><option value='50,001 - 100,000' >50,001 &#8211; 100,000<\/option><option value='100,001 - 200,00' >100,001 &#8211; 200,00<\/option><option value='200,001+' >200,001+<\/option><option value='Other' >Other<\/option><option value='Unknown' >Unknown<\/option><\/select><\/div><\/div><div id=\"field_16_5\" class=\"gfield gfield--type-select gfield--width-full gf_state_province select-display field_sublabel_below gfield--no-description field_description_below field_validation_below gfield_visibility_visible\"  ><label class='gfield_label gform-field-label' for='input_16_5'>State\/Province<\/label><div class='ginput_container ginput_container_select'><select data-parameter='state_province' name='input_5' id='input_16_5' class='large gfield_select'     aria-invalid=\"false\" ><option value=''  selected>Please choose an option<\/option><option value='Other' >Other<\/option><option value='AB' >AB<\/option><option value='AK' >AK<\/option><option value='AL' >AL<\/option><option value='AR' >AR<\/option><option value='AZ' >AZ<\/option><option value='BC' >BC<\/option><option value='CA' >CA<\/option><option value='CO' >CO<\/option><option value='CT' >CT<\/option><option value='DC' >DC<\/option><option value='DE' >DE<\/option><option value='FL' >FL<\/option><option value='GA' >GA<\/option><option 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