Why Your Nonprofit Needs a Second Gift Strategy (and How to Build One)

Getting someone to make that first donation to your nonprofit is anything but easy. And if we lived in a fair and just world (ha!), all that work you put in would make obtaining a second gift from that same donor easy. Second gift strategy? Who needs one?!

Well, unfortunately, the answer to that question is: you. You need a second gift strategy because getting donors from gift #1 to gift #2 is annoyingly hard. The Fundraising Effectiveness Project estimates that only 19.6% of first-time donors gave a second gift in 2024, which is a) not great, and b) actually down 5.9% from 2023.

So, getting donors to that second gift isn’t just really hard. It appears to be getting harder every year.

Super.

That’s why we’re here! While there’s no one-size-fits-all solution to building a second gift strategy for your nonprofit, we do have a handful of key best practices you can follow to increase your donor retention rates and help your nonprofit build a more sustainable base of support.

Let’s go!

What Is a Second Gift Strategy?

Sometimes you’ll hear a nonprofit sector jargon phrase and you’ll think, “what the heck is that? I’m really supposed to chop my donors up into segments? Gross!”

“Second gift strategy” is not one of those phrases. It’s all right there in the name.

Your second gift strategy is an intentional approach to inspiring first-time donors to make another gift. While they could make that second gift any time, your strategy should be focused on getting them to give again within 90 days of their first donation.

That all sounds pretty dry, but a second gift strategy needs to be about more than simply connecting dots. It should focus on building a relationship with a donor—one that moves them from being someone who’s tangentially connected with your mission to a true-blue supporter who passionately supports your organization.

And, when we look at the financial impact of cultivating a base of dedicated, long-term supporters, it’s kind of hard to overstate what these folks can do for you.

Why the Second Gift Is the Most Important One

Pretty much any study on the importance of donor retention and the value of long-term supporters comes to the same conclusion: It’s very, very, very important because they are very, very, very, very valuable. 

In Neon One’s 2025 Generosity Report, we looked at five years’ worth of generous behaviors (so that’s donations, event registrations, volunteer shifts, etc.) from almost 100,000 everyday donors who gave less than $5,000 a year. 

What we found not only backed up the (extremely ineloquent) conclusion above but added a ton of additional insights about how these supporters form the basis of a resilient fundraising strategy

Namely, the Generosity Report found the following: 

• Donors who gave all five years gave $1,519% more than donors who gave only one year.
• These same donors gave 224% more in year five ($606.88) than they did in year one ($187.34)
• It was longevity, not initial gift size, that best predicted how much a donor would ultimately give.

All of this is just to illustrate the point that long-term supporters are the ones really providing value to the nonprofits they support. Throw in the much higher cost of donor acquisition ($1.50 per dollar raised) versus donor retention ($.20 per dollar raised) and there’s nothing much left to say.

Except this: The first step on the journey to becoming a repeat giver is to give a second gift. That’s why it’s the most important gift a donor can make. 

One quick thing before we move on. If you’d like to know more about long-term giving and generosity behaviors—like volunteering, events, and P2P participation—you should download the Generosity Report today.

Download the Generosity Report

The 4 Things Every Second Gift Strategy Needs

If your second gift strategy is just writing “ask for a second gift” in your notebook and then high-fiving the rest of your team, you’re going to be sorely disappointed in your results.

Remember: Getting people to continue supporting your cause requires building relationships. You need a deliberate, donor-centric approach that builds trust, reinforces connection, and makes giving again feel like the natural next step.

With that in mind, here are four core principles that all second gift strategies should include.

1. Act Fast (But Not Too Fast)

People feel good when they give. That’s just science!

The key for you is not to let that good feeling towards your nonprofit fade. If you let that flame die out, it’s going to take a lot of work to get it burning again. 

So, how long is too long to wait? Research shows that waiting more than 90 days can drastically reduce your chances of securing another gift.

Obviously, you don’t want to send your next appeal too soon, as that will seem like you don’t appreciate their first gift. And you definitely don’t want to make a second appeal before you’ve thanked someone for their first gift and told them what they accomplished with their support.

But waiting more than 90 days will likely mean you miss that crucial window to capitalize on their initial enthusiasm. 

To make sure you don’t wait too long, you can set up automated emails in your nonprofit CRM to thank donors, tell them their impact, and send a second appeal within that 90-day timeframe.

2. Get Personal

Your donor isn’t just a profile in your database. They’re a real person who gave to your organization because they care about your work. 

And, heck, even if we were to reduce them to just their donor profile, you know what would be sitting atop that profile? Their name. Using that name in your communications with them is going to be an important part of connecting with them and establishing the kind of relationship that will turn them into a long-term donor. 

But personalizing your outreach goes beyond merely inserting their first name into your email.  You’ll also want to reference the actual campaign they supported (or at least the context of their first gift) in a way that makes them feel seen.

Mention the amount they initially gave in your message (“Your $50 gift helped us feed a family for one month”) and set the target for your second appeal off that amount.

Additionally, you should be tailoring your message based on the campaign they gave to, and—this one’s critical—whether or not they gave the gift in someone’s memory.

All these data points will let you create targeted donor segments with personalized messaging that makes them feel seen.

And that’s just the beginning! The more data you have in your donor database about interests and past support, the more closely you can focus your messages.

3. Show Impact First

Donors want to know whether their contribution made a difference. 

In fact, lack of follow-up is one of the top reasons donors never give again. So, always be sure to show them the outcome of their gift, even if the impact was relatively small or part of a larger effort.

The best way to go about this is to utilize the “identifiable victim effect,” which, basically, states that someone will always be more jazzed about helping one person with a face and a name than they will be about helping 1,000 people who blend into a faceless mass.

Don’t let any faceless masses be your campaign’s downfall. Share the impact story of a single constituent that your donor’s first gift helped, and you’ll find that people are more eager to help again. It may be a “small” impact, but it’s a realistic one.

If you don’t feel comfortable sharing specific constituents’ stories, a carefully crafted (and properly disclosed) composite character will do just fine. 

4. Use Multi-Channel Outreach

Some donors respond best to email. Others might open a handwritten thank-you note and feel deeply moved. Some donors—ones who are likely not Millennials or Gen Zers—might even love a phone call! 

Whatever you do, don’t rely on just a single channel or touch point. Successful second gift strategies use multiple channels to reinforce their message.

Some of the most popular methods include:

• Welcome email series: This is a modern classic for a reason. It’s a succession of email messages sent over one or two months that makes your donor feel appreciated, familiarizes them with your nonprofit, and deepens their connection with your mission.

• Handwritten note or thank-you postcard: In an increasingly digital age, people really love a personal touch. Even a handwritten note in the corner of a typed thank-you letter can do wonders.

• Phone call: These are especially useful for higher-dollar or first-time donors. Just make sure, whatever you do, to never make your second appeal during this phone call.

The ultimate right mix will vary from nonprofit to nonprofit and even from one donor segment to another. If you’d like to start setting up a welcome email series, our free guide has everything you need to get up and running. 

A Winning Second Gift Strategy in 5 Emails

Using those four core principles as your blueprint, it’s time to put theory into practice and start moving some first-time donors towards that second gift. 

As we mentioned in the previous section, one of the best ways to do that is through a welcome email series that deepens and solidifies that donor’s initial connection with your mission and culminates in an appeal for a second gift. 

So here’s what a series like that—also known as a “nurture sequence” for all you marketing professionals out there—could look like!

While your second gift strategy is going to grow and evolve based on the interests and needs of your particular donor base, the following five-email series can serve as a solid foundation for any organization.

Email #1: A Memorable Thank-You (Within 48 Hours)

Not to be too hyperbolic, but if you don’t follow up to say “thank you” after someone’s first donation, you might as well print out their donor file, crumple it up, and launch a Steph Curry-style three right into the wastebasket. 

When it comes to donor retention, saying “thanks” really is that important.

Your donation receipt should include a quick thank-you message, but that isn’t enough. Within 48 hours of that gift, send the first email in your series—a separate, full-length thank-you letter.

Make sure the note is personalized with the donor’s name and a reference to their specific contribution. And make sure the note also mentions the specific impact (“feed a family for an entire month”) that their gift will make. 

One important thing to note: While email is usually the best channel for these messages, a phone call or a handwritten note can be a better way to acknowledge special gifts. This is a good tactic for people who make larger (or even mid-sized) donations or donors you know have a special connection to your cause.

If you’d like some help crafting the perfect thank-you letter—with some templates to get you started—check out this blog post:

Email #2: Deliver a Stirring Impact Update (Weeks 2-3)

People have a lot on their minds. After someone makes a donation, those good feelings are going to fade away, crowded out by appointments and work dramas and (possibly ethically suspect) true crime podcasts. 

That’s why it’s your job to remind them what an impact their donation made and how giving that gift made them feel.

Enter email #2: the impact update. This is where you expand on the simple language in your initial thank-you and tell them about the real-life effects of their gift in a way that makes sure they understand how much their gift meant. 

This is an opportunity for storytelling. Start with real-life details about how people benefit from your mission’s work—stories that will be tweaked to account for different gift amounts—and then use words, photos, videos, and infographics to bring that story to life. 

The most important thing that this achieves is tying the donor’s gift to the outcomes that your nonprofit achieved. 

Email #3: Do a Deep Dive Into Your Mission (Weeks 3–4)

Now that your donor has a concrete sense of how their first gift made a real difference, it’s time to zoom out a bit and show them the bigger picture that captures everything your nonprofit is trying to do. 

This third email in your nurture sequence should shift the focus from someone’s one-time impact to your long-term vision and how they’ll be a part of it. It should make your donor feel like they’re part of something important. They didn’t just donate to a one-off campaign—they invested in change.

Here’s what you want to include:

• A compelling story, stat, or visual that explains your nonprofit’s broader goals.
• A reminder that their gift helped push that mission forward.
• A clear signal that more work lies ahead—and more help is needed to get there.

You’re not making a second ask here (yet!), but you’re setting the stage for one. Phrases like “we’re not done yet” or “our community still needs us” are perfect for building that sense of forward momentum.

Email #4: Invite Them Into the Community (Weeks 4–5)

By now, you’ve thanked your donor, made them feel awesome about their impact, and shown them how their gift ties into your larger mission. You’re almost to that second appeal, but not quite yet.

What you have to do now is make them feel like they belong.

This fourth email is your invitation into the community. Donors don’t just give to support a cause—they give because they want to feel connected to something bigger than themselves. This is your opportunity to give them what they want!

There’s actually a lot of data to back this up. Pursuing an identity-based approach that lets donors view their support as an expression of who they are is one of giving is one of the best fundraising strategies out there. 

Use this message to deepen their emotional bond with your organization and the other people who support your work. Highlight the folks involved in your mission—both staff members and your broader community—and let them know they’re one of them now.

This message can take the form of a brief, personal story from another donor or community member, or it can be a note from a staffer or long-time volunteer. It can even include an opportunity to connect in other ways, like an invitation to join your email newsletter, follow you on social media, or participate in a survey.

This message shouldn’t focus on asking—it should focus on establishing a feeling of belonging. When someone feels like part of your community, giving again becomes a natural next step.

Email #5: Ask for a Second Gift (Weeks 5–6)

Okay, this is it—the big moment. The Ts have been crossed, the Is have been dotted, and the ducks placed lovingly into a row. This fifth and final email in your welcome series is where you officially make that second ask. 

But here’s the thing: if you’ve sent the other four messages before this one, your donor won’t be surprised by the ask—and they’ll be much more likely to say “yes.”

Here’s how to structure it:

• Begin with a brief reminder of their first gift and the impact it had.
• Restate your mission and the ongoing need.
• Make a clear, compelling case for why giving again right now matters.

And then—make the ask! Be direct, be heartfelt, and tie it back to what they’ve already accomplished. You can try something like “Your first gift helped us feed one family for a month. Can you help us feed them for one more?”

Make sure your message prominently features a call to action (CTA) button that lets them click right through to your donation form. You can also try including a suggested donation amount based on their initial gift.

Not all of your one-time donors are going to say yes. But for the ones who do, you’ve set a one-time giver on the path to becoming a lifelong supporter. Congrats!

For Best Results, Always Be Analyzing and Improving

While it doesn’t have quite the same snap as “ABC: Always Be Closing”, the motto “Always Be Analyzing and Improving” (ABAI?) will serve you well. Because the only thing better than having a second gift strategy in place is having a second gift strategy in place that’s fully optimized. 

The process here is simple: You’ve got to keep an eye on what’s working and tweak what isn’t. You’re making your second gift strategy smarter over time using real data and real donor behavior.

Just like you wouldn’t run an event without checking how many people showed up or how much you raised, you shouldn’t run a second gift campaign without tracking performance.

Some key metrics to track include:

• Second gift conversion rate: What percentage of first-time donors make a second gift?

• Time to second gift: How long does it usually take donors to give again?

• Post-second gift retention rate: Once you get that second gift, how many donors stick around long-term?

Once you’ve got some ideas on how to improve things—maybe a different constituent story, a new impact update photo, a different subject line or email send time–the best way to implement them is through A/B tests.

These are tests where you send one version of the email to one group of people, and then another version to a different group, so you can analyze which one does better. 

Just do your best to ensure that each group of recipients resembles the other. After all, major donors might respond differently from small donors, older donors might like different messages than younger donors, etc. 

You can also just straight up ask people! Sending out donor surveys tied to your fundraising campaigns is an awesome method for gathering firsthand feedback on what’s working—and what isn’t.

This part of the process never really ends. Keep measuring, keep experimenting, and keep improving. Your future donors—and your future fundraising results—will thank you for it.

Second Gifts Set the Stage for Resilient Fundraising

There are lots of different fundraising strategies and methods out there, and the field is always evolving. A peer-to-peer campaign that works for one org might fall totally flat for another. A nonprofit that had great success with a fundraising event in 2024 might find its results from that same event come up short in 2025. 

But the importance of second gifts is the same for everyone. By getting a first-time donor to give again, you’re moving from a one-time transaction to an ongoing relationship, something that is always valued, and lays the foundation for so much more. 

Based on that second gift, your donor could go on to become a recurring giver. Once you’ve built up enough trust with that donor, getting them to commit to a monthly giving program isn’t that much of a leap. And recurring donations are one of the best ways to create a stable source of revenue.

This can also serve as a major donor pipeline. After all, just because someone gives smaller gifts initially doesn’t mean they don’t have the capacity to give more. Nurturing a major donor isn’t a sprint; it’s a marathon, but getting them to a second gift means clearing a major hurdle in that race.

No matter what approach you take to donor stewardship, it’s critical you remember our findings from The Generosity Report that the longer someone stays committed to your nonprofit, the more likely they are to increase their giving. 

That’s why the second gift is where you really begin to increase donor lifetime value. Because the donors who stick with you? They’re the ones who will carry your mission through thick and thin.

Make Second Gifts a Strategic Priority

Donor retention doesn’t start with the fifth donation. Or the fourth. Or the seventeenth, or the—sorry, got carried away there. Ahem. It starts with the second.

Your second gift strategy deserves a top spot on your fundraising to-do list. Because if you can guide your first-time donors toward giving again, you’re laying the groundwork for real, sustainable, resilient support.

Before you dive headfirst into setting up a second gift strategy, you should do some more digging to better understand your everyday nonprofit donors, including all the ways they show their generosity and all the things that keep them committed to their favorite nonprofits. 

Check out Neon One’s Generosity Report to get deep, data-backed insights into donor behavior, five-year giving trends, and reams of information on events, memberships, volunteering, and P2P—plus actionable next steps to help you hone your donor engagement plan.

Click below to download the report and get the data you need to build your second gift strategy.

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