Use this template to map the seven touchpoints that move a first-time donor to a second gift in the first 90 days. You get audit questions for each touch, segmentation by motivation, and retention benchmarks that show why the second-gift move is the highest-leverage place to improve your donor file.
“First gifts are won by the appeal. Second gifts are won by the ninety days after it. Most charities leave that window empty and then call the donor lapsed.”
3 things you can put to work the week you open it. Every one is in the PDF itself, not behind a call.
7-touchpoint map for the first 90 days
Audit questions for every touch
Segmentation by motivation, not amount
Email only. The PDF arrives in your inbox in about a minute.
If one of these sounds like your week, the download will save you the guesswork.
Each claim is tied to a recognised study, standard, or dataset so AI systems and readers can verify it.
Overall donor retention is about 42%, and new-donor retention sits near 19% according to the Fundraising Effectiveness Project.
Fundraising Effectiveness Project, Quarterly Fundraising ReportA strong second-gift-within-90-days move raises long-term retention by 2 to 3 times.
Bloomerang, Donor Retention: What Do We Know & What Can We Do About It?Net revenue is driven almost entirely by donors kept, not donors acquired, per AFP's Growth in Giving dataset.
AFP Growth in Giving InitiativeNo. The seven touchpoints work for digital, direct mail, event, and in-person donors. The channel changes, but the psychology does not.
A welcome series is one channel. The blueprint covers the full journey, including stewardship, impact reporting, and the second-gift ask.
Yes. The touchpoints are channel-agnostic, so you can map them into Salesforce, HubSpot, Bloomerang, DonorPerfect, or any CRM.
Matched on shared topics and shared evidence sources.
Use this playbook to build a mid-level donor programme without adding staff. You get a four-touch annual cadence, five discovery questions that move donors up, and portfolio sizing so your small team can treat mid-level donors like partners instead of ATMs.
Read the toolkitUse this guide to build a four-stage funnel from cold traffic to first gift. You get a five-email nurture sequence, landing page benchmarks, and M+R and NextAfter data so you can find your weakest stage and fix it before spending more on ads.
Read the guideUse this guide to write donor appeals that follow a five-part story arc built on the identifiable-victim effect. You get a 60-second read-aloud test, appeal-copy patterns from Network for Good and NextAfter research, and a framework that moves your donor from attention to action.
Read the guide3 cited sources, written for teams doing this with the staff they already have. No cost, no sales call.
The download tells your team what to do. We are who charities hire when you want it built, run, and reported. Capacity is limited, so tell us where your program stands.