Why Donors Leave (And How to Keep Them) · Class 3 of 7
The second gift
Learn why the step from first gift to second matters most, and measure how fast your organization thanks a first-time donor.
Most first-time donors never give a second time, and the first few weeks after that first gift set the tone. This class covers why the second gift is where donors stick, what a good thank-you looks like, and why to ask again within about 90 days instead of waiting a year.
Key takeaways
- The second gift is where donors stick. Through September 2025, the Fundraising Effectiveness Project found only 14 in 100 first-time donors had given again, against 44 in 100 repeat donors.
- The first few weeks set the tone. A thank-you that arrives within a few days and sounds like a person tells a new donor the gift landed.
- Ask again, on purpose, within about 90 days. A report on what the first gift did, then a small and specific next step, beats waiting for next year's appeal.
Your homework
About 20 minutes.
- List your last 10 first-time donors. Most donor systems can filter by first gift date.
- For each one, write the gift date and the date the thank-you went out.
- Count the days and circle the longest wait.
- Write down how many of last year's year-end first-time donors have given again so far.
The free file check doesn't separate first-time donors or track thank-yous. This one is done in your donor system or a spreadsheet.
Get the Class 3 worksheet
A printable page with the steps, a table to fill in and a worked example. Tell us where to send it.
Sources
- Fundraising Effectiveness Project, Q3 2025 figures via Bloomerang
- M+R Benchmarks 2026