How to get the second gift

In case you were wondering, the Bloomerang blog has an answer to an important question: The Single Simplest Way To Improve Fundraising Results Is.

The answer: Have a first-time donor communications strategy.

That means a lot of things. Here are the top seven things you must accomplish with your new first-time donors:


  • Donor perceives your organization to be effective in trying to achieve its mission.
  • Donor knows what to expect from your organization with each interaction.
  • Donor receives timely a thank you.
  • Donor receives opportunities to make his or her views known.
  • Donor is given the feeling that he or she is part of an important cause.
  • Donor feels his or her involvement is appreciated.
  • Donor receives information showing who is being helped.

I have one thing to add to this great advice:

You will be tempted to impress your new donors into repeat giving by bragging. Don’t do it. It doesn’t work.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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About the blogger

Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.