Rule #46: “It takes two gifts to make a donor.”
Patrick Doty,
Senior Consultant, Client Services
Millions of people dumped buckets of ice water over their heads in 2014. The ALS Ice Bucket Challenge became one of the most successful viral fundraising campaigns in history, introducing millions of first-time donors to a cause they might never have considered before. By almost every measure, it was a first-place finish.
But after the videos stopped and social media moved on to the next trend, a new challenge emerged: How do you transform a moment of generosity into a lasting relationship? This is where the real race begins.
Today’s donors are constantly presented with opportunities to respond to breaking news, natural disasters, and viral campaigns. Making a first donation has never been easier. With a few taps on a smartphone, someone can support a cause in seconds. The first gift often reflects compassion for an event. But a second gift reflects belief in a mission.
As Doug points out in his book “More Rules of Fundraising,” the transition from a one-time response to ongoing support happens when donors come to understand and embrace the organization’s reason for being, not just the crisis that first captured their attention.
This makes stewardship more important than ever. A timely thank-you, meaningful acknowledgment, and clear demonstration of impact communicate that the donor is more than a transaction. They are a valued partner. The goal isn’t simply to acquire donors; it’s to cultivate relationships that endure beyond the headlines.
Viral moments will continue to come and go. Organizations that are changing lives deserve something more enduring. The first gift opens the door, but the second gift is where a true donor relationship begins.
Read the next rule here . . .
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