The Second Gift

Most donors give once. Then they're gone.

Across US nonprofits, only about one in five first-time donors comes back to give a second time. Total giving keeps rising, but the number of people giving has fallen for five years in a row. The money isn't lost in the first gift. It's lost in the silence that follows it.

The Second Gift is a plain, practical system for fixing that. Drawing on hands-on fundraising for a national cancer charity in India, from rural screening camps to fan campaigns to CSR partnerships, Suraaj Jaiswal shows nonprofits and NGOs how to keep the donors they already worked so hard to win.

Inside, you'll learn how to:

Find exactly where your donors drop off, with a 15-minute Donor Leak Check
Thank donors in a way they remember, including what to say on a two-minute call
Run a 90-day welcome path that leads naturally to a second gift
Write updates donors actually read, with one number, one story and one photo
Build monthly giving that lasts for years, and stop losing donors to expired cards
Win and renew corporate and CSR partners, including what Indian NGOs need to qualify
Run the whole system in 30 minutes a week, without it depending on one person

Built on current research from the Fundraising Effectiveness Project, Giving USA, M+R Benchmarks and more, and finished with a 17-tool toolkit of scripts, emails and checklists you can use this week.

No big team. No expensive software. Just a few routines that run every week, whoever is in the office.