171: How are donor emails cultivated in the first 45 days?

How does your organization treat donor emails in the first 45 days? According to research by Classy, 45 days is the threshold of where donors are most likely to upgrade their donation (aside from the 365 day mark) or upgrade to a recurring gift. But what are organizations doing during that time period? We interview Brady Josephson from NextAfter about an email cultivation study they did with Kindful which analyzed 2,500 nonprofit donor emails revealing where they failed and areas they can improve. 


About Brady

Brady is the Managing Director of the NextAfter Institute where he performs original research, develops evidence-based resources, and provides data-driven training to help organizations raise more money online to fund their life-changing work. 

A charity nerd, adjunct professor, and international speaker, his thoughts have been featured in The Huffington Post, NPR, and The Chronicle of Philanthropy among others. He was the lead researcher and author of The Canadian Online Fundraising Scorecard, The State of Nonprofit Donation Pages, and The State of Nonprofit Email Cultivation. Brady is also a host of The Generosity Freakshow — a podcast discussing how we can improve, optimize, and grow giving.

He lives just outside Vancouver, British Columbia, with his wife, Liz, son, Hendrix, dog, Melly, and cat, Thor. You can connect with him on LinkedIn here and follow him on Twitter, @bradyjosephson.