[INFOGRAPHIC] 2015 $5 Donor Communications Experiment

In 2014, we released the results from our first $5 experiment. We’re excited to release the 2015 edition, which tracked donor communications from 50 random Chicago-area nonprofits.

This year, we examined how nonprofits followed-up after a gift within 14 days. Rather than focusing on speed, we focused on the type and amount of touches made after the gift.

You can see the results in the infographic below:

Methodology:

• Each donation was made on the afternoon of May 21st, 2015.
• All 50 of the nonprofits were chosen at random.
• All 50 of the nonprofits had a field for phone #.
• All donations were made online.
• We used a real name, real address, real phone # and real email address.
• We gave them any contact information they asked for, even if it wasn’t required.
• Each donation constituted a first-time donation to that org. In other words, it was a new entry into their database.
• We avoided third-party giving pages, like PayPal, Network For Good, etc.

Donation Page Anatomy:

• 20/50 required a phone #
• 41/50 had a recurring gift option
• 41/50 had giving level options
• 12/50 had an employee matching option
• 14/50 gave a choice of funds

The Results:

Highlights:

• 45/50 organizations sent a gift acknowledgement by email immediately following the donation.
• Out of the 5 who did not send a gift acknowledgement by email immediately following the donation:
  • 1/5 sent an email acknowledgement three days later
  • 1/5 sent an email appeal 10 days later (has never acknowledged gift)
  • 1/5 has sent no communication whatsoever
  • 1/5 sent a handwritten note by mail
  • 1/5 sent a letter by mail
• Out of 14 letters sent by mail, 10 included a handwritten signature.
• Only 8 organizations made some kind of additional appeal within 14 days.
  • 2/8 appeals were included in a gift acknowledgement letter by mail
• Only 1 organization sent a new donor survey
• 2/50 sent a handwritten note by mail
• 0/50 organizations made a phone call
• 0/50 organizations reached out on social media
• 2/50 organizations did not acknowledge the gift

First-Touch:

49/50 organizations made a first-touch within 14 days (98%).

• 46/50 sent a sent a gift acknowledgement by email
• 1/50 sent a gift acknowledgement by handwritten note by mail
• 1/50 sent a gift acknowledgement letter by mail
• 1/50 sent an email appeal

Second-Touch:

23/50 organizations made a second-touch within 14 days (46%).

• 10/50 sent a gift acknowledgement letter by mail
• 5/50 sent a gift acknowledgement by email
• 1/50 sent a gift acknowledgement by text message
• 1/50 sent a gift acknowledgement handwritten note by mail
• 5/50 sent an email newsletter
• 1/50 sent an email appeal

Third-Touch:

9/50 organizations made a third-touch within 14 days (18%).

• 2/50 sent a gift acknowledgement by email
• 3/50 sent an email appeal
• 2/50 sent an email newsletter
• 1/50 sent a gift acknowledgement letter by mail
• 1/50 sent a new donor survey by email

Fourth-Touch:

5/50 organizations made a fourth-touch within 14 days (10%).

• 2/50 sent an email appeal
• 2/50 sent a gift acknowledgement letter by mail
• 1/50 sent an email newsletter

Fifth-Touch:

1/50 organizations made a fifth-touch within 14 days (2%).

• 1/50 sent a gift acknowledgement letter by mail

Sixth-Touch:

1/50 organizations made a sixth-touch within 14 days (2%).

• 1/50 sent an email newsletter

For help crafting the perfect gift acknowledgement letter, download our free Basic Thank You Letter Template here >>

Full 14 Day Cadence: