The Donor Journey Part 2 - from First Gift to Second Ask (Ep 55)

The Most Important Gift Is the Second One: How to Move Donors from First Gift to Lifelong Partner

Most nonprofits spend a tremendous amount of time figuring out how to acquire new donors.

Far fewer spend time creating a clear plan for what happens after a donor makes their first gift.

In this episode of the Nonprofit Launch Plan Podcast, nonprofit growth coach Matt Stockman explores why donor retention is one of the most overlooked growth opportunities for startup, small, and growing nonprofits.

You'll learn why the first gift isn't usually the most important gift, how to build a simple donor welcome process, and the four steps that help move supporters from a first-time donation to a long-term relationship with your organization.

In This Episode:

Why donor retention is often the "hole in the bucket" for growing nonprofitsThe difference between a donation receipt and a donor welcome processWhy the first 90 days after a gift are criticalHow donors evaluate your organization after they giveThe four-step framework for moving donors from first gift to second askWhen to ask a donor for a second giftWhy the second gift is often more important than the firstHow donor relationships grow over timePractical ways to improve donor stewardship and retentionThe Four Steps Between the First Gift and the Second Ask

Step 5: Thank You

A donor should hear from a real person within 24 to 48 hours of making a gift.

Examples include:

Personal phone callsHandwritten notesPersonalized emailsVideo messagesThe goal is simple: make sure the donor knows they were noticed and appreciated.

Step 6: Show Impact