Steward First…Ask Second
I often talk about the importance of acquiring a 2nd gift quickly. And it is important. However, proper stewardship is the key to cultivating long-term donor loyalty.
So, while it is important to get that 2nd gift quickly, you must give 1st time donors the opportunity to see the impact of their first gift before asking for a 2nd one.
See how it works? You get the first gift and report back almost immediately (perhaps in the thank you process) on the impact the gift is already having. This “reporting back” to the donor business on the effect of the 1st gift requires strong communications about the change the donor’s 1st gift has made in the lives of those your organization serves.
This second communication, or what I call “the reporting back” period, should be no longer than 30-60 days after the initial gift and, again, it should focus on the specific impact of the gift on individual lives.
How many of you out there are communicating to donors within 30-60 days of their first gift, not countoing an acknowledgement letter? Please share.