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Dec 17, 2018

The Exponential Importance of Second Gift Timing

Check this out! This graph shows the the five-year value of a donor based on how quickly an organization converts a new donor into a second gift donor.

The correlation is astounding.

New donors that give a second gift within the first 3-months have LTVs nearly twice as high as those who give at the 12-month mark. This demonstrates that it is worthwhile to spend money cultivating a second gift early in your relationship with a new donor.

What’s also surprising is the value of donors who convert 13-24 months after their initial gift. This is encouraging. Don’t give up on a new donor than didn’t convert in their first year.

However, less surprising, new donors who wait 25+ months to convert have much lower LTV rates.

All this indicates the need to have strategies in place encouraging the second gift ASAP for your newest acquisitions.

December 31 Emails

This past year, we tracked email solicitations for both Giving Tuesday and December 31 (your can read about Giving Tuesday here: https://analyticalones.com/giving-spam-tuesday/). We wanted to compare these two critical days of email fundraising. Here are some...

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Giving (SPAM) Tuesday

This year, the whole Analytical Ones’ team tracked our the number of emails we received from organizations, how many we received, our relationship with the organization (active donor, lapsed donor or new donor acquisition), and, when we received the email. Here is...

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Fake Polls

Polling is getting a lot of attention today. Bad attention. This is the second election cycle in a row where the polls were pointing towards a solid win for the Democratic Presidential candidate, but the actual vote went the other way. We call the issue is called...

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