First-time donors are typically retained at a rate of 20%, meaning 8 out of 10 new donors never make a second gift. If your cost to acquire that new donor is less than the gift amount that they give you, you have negative ROI. Retaining first-time donors is absolutely critical to achieving a sustainable fundraising operation.
McConkey International UK found that first-time donors who get a personal thank you within 48 hours are four times more likely to give a second gift. Penelope Burk, author of Donor-Centered Fundraising, and Donor-Centered Leadership, says that a thank-you call from a board member to a new donor within 24 hours of their gift will increase their next gift by 39%.
We recognize that it isn’t always possible to call all first-time donors. That’s why Bloomerang will prioritize who you should call!