Developing loyal donors is key to any nonprofit organization’s ability to thrive over time. That’s why it’s critically important to get brand-new donors to give more than one gift to your organization during their first year. During my first 22 years in this business, I’ve learned these truths time and time again through research and testing:
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For new donors who only give one gift in their first year, only about 25-28% of them will continue giving into another year.
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For those giving two gifts, about 55-60% of them will continue.
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For those giving three or more gifts, about 78-80% will continue in their giving and loyalty into the next year!
Asking your new donors for another gift soon after their first gift is not a bad thing. In fact, the opposite is true! Those who recently gave are the most likely to give again. This Christmas and into the new year, do your donors a favor: help unlock their giving potential by asking for their support in an un-shameful and un-apologetic way, then promptly thank them right after they do. They’ll feel great, you’ll feel great, your organization will feel great. Most importantly, those being reached through your programs and services will feel great. That’s truly the gift that keeps on giving all year long. Merry Christmas.