They surveyed over 2,000 donors about many aspects of their giving. They asked donors what encouraged them to give a second gift to an organization. These donors identified three things:
1. Explained the specific mission of the organization to me (76%)
2. Made me feel that my gift really made a difference (72%)
3. Gave me information about exactly what my gift helped accomplish (71%)
These all make intuitive sense. Further, it's an crucial that your donors do go on to give second gifts. The data tell us that donors who give second gifts within their first year are more than twice as likely to give again in their second year.
Two = Three
There's more. These multi-gift donors turn out to have higher long-term values (LTVs). Usually 2.5 to 3.0 times more. The following graph of one organization's direct mail acquired donors shows that multis have an LTV that is 2.8 times that of their single gift counterparts.
Recommendation
Be sure to audit what you say to new donors after their first gift. How well are you doing the three items listed above? If you're missing in any of these areas, then by all means fix it. But do test your new ideas to learn their impact.
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