A Guide to Asking Donors for Second Gifts

It's a question we hear a lot from nonprofit fundraisers, especially as we approach the end of the fiscal year: Should I ask donors who have already given for second gifts? 

The short answer is yes. There is a good reason why, but it's the how that can make all the difference.

• Why is asking for a second gift from a first-time donor important?
• The Value of a Current Donor
• Preparing for the Second Ask
• Making the Second Ask

Why is Asking for a Second Gift from a First-Time Donor Important?

Research has revealed that only 2 in 10 first-time donors will make a second gift to the same nonprofit organization, but if they give a second gift, they are 63% more likely to give again. They move from giving because of a special event/request or fleeting inspiration to giving intentionally to support your mission.

Retention of a first-time donor averages 23% industry-wide.  It’s a challenge to surpass that rate without a second gift.  Below illustrates how quickly the donor jumps up in retention after their second gift.

Second Half of The Equation – The Value of the Current Donor

Besides the value of a first-time donor giving a second gift, there is also a higher likelihood for current donors to give a second gift within the same fiscal year than any other kind of donor. Therefore, it takes less time and money to raise more from your current donors than to bring in new donors – according to studies, up to 12% less in time and money.

Likelihood of getting a gift:

• New Donor = 2%
• Lapsed Donor = 20-40%
• Current/Active Donor = 60-70%

There is a higher likelihood for current donors to give a second gift within the same fiscal year than any other kind of donor.

Preparing for the Second Ask

Before you ask an existing donor to give again, make sure that you are following donor engagement best practices, including:

• Timely, personal acknowledgment of the gift. This should happen outside of the acknowledgment letter. Depending on the capacity of your stewardship program, as many donors should be personally thanked as possible.
• Engaging the donor besides asking for a gift. This could be an invitation to a friend-raising event, something free, or a special opportunity to engage with the recipients of their giving. Invite them to a focus group to share feedback on a new program or initiative, or interview them regarding a new case for support.
• Share the donor’s impact. This can be in the form of a special impact newsletter, customized reports for major gifts, or site visit to see the outcome of their giving.

If all of these steps are completed, a second ask can be made with a more successful outcome.

Asking Donors for Second Gifts

Some nonprofits play the “numbers game” and see revenue results from including a second ask in the acknowledgment letter. It may result in more revenue, but you can pay the price in relationship-building that might be leaving even more revenue on the table. Many donors are turned off by appeal letters that are cloaked as acknowledgment letters and will walk away from a nonprofit that practices that strategy. They just want to be thanked. I am of the camp that prefers to keep the acknowledgment a sincere expression of gratitude.

That said, there are several ways to approach the ask for a second gift within the same fiscal year. First, things first - thank, engage, steward, then ask for a second gift for a special reason.

The three ways to ask for a second gift are:

• Face-to-face (This is always most effective)
• Phone call (after the acknowledgement is received)
• Special campaign or holiday appeal – “Your support this fiscal year has been greatly appreciated. I am asking you to a second gift this year by making a ‘special gift’ to support this initiative.”

A few final tips: Matching gift opportunities perform 22% better in response rate. Also, if your Board or grant dollars are willing to cover 100% of the overhead, let your donors know that the overhead is paid for and their gift is going to exactly what they want to support. Studies have shown a significant increase in response rate as well as average gift when using this approach.