Research has shown that first-time donors who receive a personal thank-you within 48 hours are four times more likely to give again. Yes, thanking in 48 hours equals a 400 percent improvement in renewal rates.
First-time donors are ardent, as I discuss in my book, What Your Donors Want ... and Why. But that ardor cools fast if you don't sustain it. It's like a campfire ignited by match from tinder. It blows oxygen across an ardent new donor, keeping that small flame alive, excited by your mission, your vision, and your potential in their lives.