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.

Mid year fundraising check up

by Bill Jacobs | Jul 14, 2021

For many organizations, the year of the pandemic was a banner year for fundraising – in uncertain times of great need donors gave generously. Of course, we’d expect your faithful donors to respond. That’s what they do. What was less expected was the huge number of new...

Are You About to Lose a Client?

by Bill Jacobs | Jul 12, 2021

Saying that agency life is hectic is an understatement. There are so many details to track on a day-to-day basis, it’s no wonder that sometimes we are blindsided when a client decides to fire us. Looking back at your relationship, were there warning signs that you...

The Regression to the Mean has Begun

by Bill Jacobs | May 31, 2021

A year ago, all of us in the business of fundraising were nervous. Lockdowns were taking place across the world, there were shortages of toilet paper and no one was sure how donors would respond. No one could have predicted that donors would respond in a such an...