We recently had a webinar attendee ask, “Should you suspend subsequent appeals immediately after receiving a gift?”
The attendee asked in regards to an online gift, but the question addresses a bigger issue. You want to be donor-focused when it comes to giving preferences, as well as fundraise effectively, so what are your choices after you've received a gift?
You might be surprised by how much your donors are willing to do and how many really do enjoy giving as often as they can. My take away is this: let the donor be the judge of what’s best for their individual giving choices.
Here we’re looking at new donors acquired with an initial gift between $10-$24 in 2008. Based on the time it took for them to make their 2nd gift… we see a direct correlation to how much overall income they generated in this 3-year timetable.
The chart on the left (blue columns) is the current value of the new donors from 2008 who started giving in the $10-$24 range – based on how much time elapsed before they made their 2nd gift.
The chart on the right (green columns) represents the current value of donors based on the time between their two most recent gifts.
As you can see, the modest $10 new donors who become important annual givers can be worth quite a lot of money in a short period of time if allowed to give as often as they wish. This trend suggests a robust acknowledgment program and regular communications work for them.
Was this an anomaly? Let’s look at the next two groups of donors...
Here are the current donor-values of 3-Year $25-$49 New Donors:
The better-valued donors (green columns) have chosen to give back-to-back gifts in a fairly short window of time… within 30 or 60 or 100 days.
Here are the current donor-values of 3-Year $50-$99 New Donors: