Engage USA

Most fundraising teams focus on creative and segmentation.

But timing may matter more.

In a dataset of 259,000+ first-time donors, the economics of the second gift changed dramatically based on one variable:

When the second ask was sent.

Within ~3 weeks: strong ROI
After ~4 weeks: sharp drop

Same donors. Same channel.

Only the timing changed.

This is a lever most teams aren’t measuring.

Most teams don’t have a creative problem. They have a timing problem. In a dataset of 259,229 first-time direct mail donors, one variable changed the economics of the second gift: Time. When the… | Engage USA Most teams don’t have a creative problem. They have a timing problem. In a dataset of 259,229 first-time direct mail donors, one variable changed the economics of the second gift: Time. When the second ask was mailed within about three weeks, programs netted roughly $0.45–$0.60 per dollar raised...

Nonprofits work hard to acquire donors—but too many lose them due to slow acknowledgments and follow-ups. Engage USA’s 2024 study of 126,822 new donors proves that speed matters when it comes to donor retention.

⏳ Delays in processing donations impact second gifts.
📈 Faster acknowledgments increase donor retention.
💰 Timely follow-ups drive long-term donor value.

If your nonprofit is struggling with retention, the problem may not be what you're saying—but how fast you say it.

Read more about why speed is non-negotiable in fundraising:

Speed MATTERS. How To Stop Losing Donors — Engage USA The Hidden Cost of Slow Response Management: Why Speed Matters in Nonprofit Fundraising Introduction: The Donor Retention Crisis Nonprofits work hard to acquire new donors, but far too many fail to keep them. The problem isn’t just about engagement—it’s about  operational inefficiencie

Brent Thomas Nelson has great things to say about Engage USA and our founder, Dennis Hoffman, on LinkedIn. Thank you Brent!

Dennis Hoffman on LinkedIn: Hey.... It sounds like Brent Thomas Nelson, C.C. CEO is talking about… Hey.... It sounds like Brent Thomas Nelson, C.C. CEO is talking about us... "✅ *I'm NOT that expert in mail! (I am in F2F, though!) BUT! I have all the…