According to a study done among 100,000 donors, it's not a good idea to wait too long before making a request for a second gift. The findings of the study done by the fundraising firm Amergent reveal that the sooner a donor has the opportunity to make their second gift, the better it is for their long-term revenue potential. The study highlights the fact that if a donor makes a second gift within a period of 60 days, their revenue per donor figure of $86-$97 is almost double the value of those making one gift per year of $45.
The bottom-line finding of the Amergent research study is that the shorter the period of time between two gifts by the same donor, the better. Nonprofit organizations would therefore do well to strike while the iron is hot.