I’m a big fan of analogies between romance, love, dating and fundraising.  If a lot of charities treated their loved ones like they treated their donors then they would soon find themselves out the door!

Recent research by direct marketing agency DMS got me thinking of another analogy.

As reported in Third Sector, they found that the chances of a one off donor signing up for a regular gift halved if you left it longer than 60 days to ask.

Often charities are worried about asking too soon after a person gives for a first time.

However, imagine if you’d been on a really great date and were waiting for the phone to ring to be asked again.  If the person left it too long to get in touch then you’d think they weren’t interested and you might start looking elsewhere.

This research seems to suggest the same goes for donors and you needn’t be shy about asking them to give again relatively soon after their first gift.  You don’t want to be too pushy (which is why I wouldn’t recommend asking for a gift in a thank you letter) and too persistent if they say no (you’ll quickly spend more on mailing/phoning them than they originally gave), but similarly don’t leave it too long to ask for a second date!

Other articles on love & fundraising:

Love you audienceby Scribbly Bark

All is fair in love and supporter relationships by Amanda Santer

What love letter would you write... by Stephen George

How do you love your donors? by Jeff Brooks

Are your donors feeling the love? by Sandy Rees