Learn more about analytics and research best practices, as well as real world examples and solutions for nonprofits.

The Exponential Importance of Second Gift Timing

Check this out! This graph shows the the five-year value of a donor based on how quickly an organization converts a new donor into a second gift donor.

The correlation is astounding.

New donors that give a second gift within the first 3-months have LTVs nearly twice as high as those who give at the 12-month mark. This demonstrates that it is worthwhile to spend money cultivating a second gift early in your relationship with a new donor.

What’s also surprising is the value of donors who convert 13-24 months after their initial gift. This is encouraging. Don’t give up on a new donor than didn’t convert in their first year.

However, less surprising, new donors who wait 25+ months to convert have much lower LTV rates.

All this indicates the need to have strategies in place encouraging the second gift ASAP for your newest acquisitions.

Is the Increasing Age of Your New Donors a Concerning Trend?

by Bill Jacobs | Apr 10, 2023

Over the last dozen years, we’ve tracked the average age of a new donor for faith-based organizations. For the first three years, from CY10 to CY12, the age of a new donor was steady at 58. However, since then, the median age of a first-time donor acquired has...

Choose A1OI Rather than AI

by Bill Jacobs | Mar 12, 2023

Seems like everyone is talking about how ChatboxGPT (and AI in general) are going to transform the world. As Google CEO Sundar Pichai has said, “AI is probably the most important thing humanity has ever worked on. I think of it as something more profound than...

The Secret about Last Fall

by Bill Jacobs | Mar 6, 2023

We have been wading through buckets of data evaluating donor performance for this past fall. And while we still have a lot of data to get through, a clear narrative has been established: While fall 2022 was soft compared to the prior year, it is still way better than...