Proof Positive:
Work that works
How’s the thinking? What’s the creative like? Does it get the job done?
Here are just a few of our success stories. And how we made them happen. If you’ve got a specific issue you don’t see represented, contact us. With over four decades of fundraising leadership, we’ve created winning approaches for all kinds of challenges. Maybe one a lot like yours.
Of course, that’s just the jumping-off point. The real answers we’ll find together.
proof positive #12: Second Gift Conversions
A little extra gratitude and some new math helped completely revitalize a second gift conversion strategy.
Opportunity
Phoenix Rescue Mission was losing too many donors way too fast. Their ask strategy followed a simple, escalating formula that didn’t account for the donor’s most recent gift, amount of that gift or the number of gifts given over a lifetime. Just as importantly, the Mission’s followup approaches focused primarily on getting the next gift, rather than building the relationship and showing extra appreciation for the help the donor had already given.
Approach
Russ Reid developed a new second gift strategy for Phoenix Rescue Mission. Shortly after the new donor sent a gift, a prompt thank-you receipt was mailed, followed by a welcome package. New donors that gave a gift of $150 or more would also receive a thank-you phone call. These proven tactics alone would improve the conversion rate, but we needed very significant growth. So we took it a step further. We mailed new donors a highly engaging cultivation appeal just weeks after they gave their first gift, utilizing appropriate dollar-ask strategies. More inclusive segmentation over time also helped stimulate regular donors and higher-value advocates.
Result
The strategy worked.
Second gift conversion for the year jumped to 14% (almost double the previous year’s results).
Repeat giving increased to 49% after a full year of cultivation.
Long-term donor value is up and the attrition rate is down. We will continue to test various dollar handle strategies geared toward maintaining a higher average gift without sacrificing response rate.