Second Gift Conversion
Breaking the cycle of low retention.
If you’re like most organizations, it costs you £ 20 or more to bring in a new donor. You probably retain only about 30% of them — if you’re lucky. You need to maximize your new-donor investment by discovering those one-time givers most likely to donate again. As opposed to settling for typically low first-year retention rates.
At DonorTrends, we have proven strategies for second gift conversion. Unlike the usual practice of ranking one-time givers based on donation amount, our advanced segmentation techniques truly impact your bottom line. Our donor clusters prioritize your cultivation efforts and improve retention rates by determining:
- How many one-time donors you have on file
- How well these donors are converting
- How your second gift conversion rate compares to other organizations
- Most importantly: Which donors are most likely to make a second gift.
Key Segments Identified:
Likely Loyalists: Your best prospects for making a second gift.
Potential Partners: Less likely to give again, but worth keeping on file.
Window Shoppers: Unlikely to donate again, so limit conversion spending.