The most important donation a supporter ever makes is not their first.
It is their second.
Across the charity sector, up to 70 to 80 percent of first-time donors never give again. Not because they regret giving, but because the relationship fades after the initial donation. Without timely follow-up, meaningful communication, and clear next steps, donors quietly disengage.
In this practical 60-minute Zoom session, fundraising specialist Charles Alder explains why the gap between a first and second donation is the biggest point of failure in fundraising, and how charities can fix it quickly.
You will learn why the first 90 days after a donation are critical, why silence is the enemy of loyalty, and why many charities unintentionally wait too long to re-engage supporters.
Most importantly, you will walk away with two simple actions you can implement immediately to encourage repeat giving and significantly increase donor lifetime value, without launching new campaigns, hiring additional staff, or increasing budgets.
Who should attend
- CEOs and Executive Directors
- Fundraising and Development Managers
- Donor Care and Engagement Teams
- Board members focused on sustainability
What you will gain
- A clear understanding of why first-time donors lapse
- Insight into the psychology of repeat giving
- Two practical actions to secure second donations faster
- A stronger framework for building long-term donor loyalty
Guarantee
If you attend, apply the two actions shared, and do not generate more additional donor income than the cost of the session within 60 days, your registration fee will be refunded.
Because long-term fundraising success is built on relationships, not one-off gifts.