Grateful-Patient Second-Gift Conversion & Sustainer Sequence
A retention-engineered communication sequence — the operational heart of a 'measure what you keep' program — moving a first-time grateful-patient donor to a committed second gift and then a monthly sustainer, all within HIPAA constraints.
Draft: pending review
This starter document is signed off by Foundation counsel (HIPAA) + privacy officer + annual-giving director/CFRE before it ships. The guardrails below define that review.
What’s inside
- First-gift-to-second-gift sequence with timing tuned to grateful-patient behavior
- Monthly-sustainer upgrade offer emphasizing ongoing impact and belonging
- Personalized major-gift discovery pathway for high-capacity grateful patients
- Retention KPIs (second-gift rate, sustainer conversion, retention, LTV) favored over dollars-raised
Legal & ethical guardrails
The sector-specific compliance points this document must honor.
- Every touch must include a clear opt-out and respect prior opt-outs; suppression must propagate across channels
- Sequences may personalize only on the permitted limited data set; diagnosis reference requires authorization
- Cadence must exclude patients actively in treatment or otherwise vulnerable
- Messaging must never suggest that giving affects the patient's care or clinician relationship
Held for professional review.
The native DOCX and full working text ship only after sign-off by Foundation counsel (HIPAA) + privacy officer + annual-giving director/CFRE on this exact version. The summary and review requirements remain visible in the meantime.
Not legal advice. Not legal, tax, or accounting advice. The Fundraising Co. provides educational fundraising materials and is not a law firm; nothing here creates an attorney–client relationship or substitutes for advice from professionals licensed in your jurisdiction. Laws and IRS rules vary by state and change over time. Review every document with qualified counsel before use.