Donor acquisition gets a lot of attention in nonprofit circles, but it’s donor retention that truly powers sustainable growth. Studies consistently show that it costs far more to acquire a new donor than to keep an existing one—and yet, the statistics on retention rates show that the average donor retention rate hovers below 45% for many nonprofits. Retaining donors can be a challenge, but if you put it at the forefront of your strategy, you maximize your chances of keeping supporters around for longer.
In this guide, we’ll explore how to prioritize donor retention as a key part of your fundraising strategy and provide actionable steps your team can implement right away.
Benefits of Prioritizing Donor Retention
When your nonprofit prioritizes retention, you’re investing in your nonprofit’s long-term stability. Retention strategies build a foundation for consistent support and deeper donor relationships, leading to benefits like:
- Lower fundraising expenses: Retaining donors is less costly than acquiring new ones. Nonprofits can spend as much as $1.50 to raise $1 from a new donor, whereas raising the same amount from an existing donor usually costs $0.20 or less.
- Higher donor lifetime value: Repeat donors tend to give more over time, especially when they trust your organization and feel connected to your cause. They’re also more likely to consider larger gifts, including planned or legacy contributions.
- Predictable revenue: A strong base of loyal donors provides more financial stability throughout the year. That way, you can make stronger financial decisions and weather slower donation periods.
With these potential benefits in mind, it’s no wonder that 53% of nonprofits consider retention to be a top success metric and dedicate significant time and thought to bolstering their strategies.
4 Tips for Prioritizing Donor Retention in Your Fundraising Strategy
1. Evaluate and Optimize the Donor Experience
Every touchpoint with a donor shapes their perception of your organization. To retain donors, create a positive, rewarding experience that reinforces their decision to give. Consider the following tips to do so:
- Simplify giving: When donors commit to making a gift to your organization, the process should be as simple and snag-free as possible. Online giving has eclipsed other fundraising strategies, and your nonprofit needs to ensure its donation page is fast, mobile-friendly, and intuitive to reduce friction and encourage future donations.
- Send timely acknowledgments: Thank donors within 48 hours of receiving their gift, and personalize the message whenever possible. Automate donation receipts to streamline this process.
- Communicate clearly: According to ABC Fundraising’s guide to church fundraisers, you should ask yourself two questions when communicating with donors: why you’re raising funds, and how much you’ll need to achieve your goals. Providing these details reinforces donors’ trust in your organization, making it more likely that they’ll want to give again.
Optimizing the donor experience is about more than just being polite; these simple actions build a sense of connection and dependability that encourages donors to continue their support.
2. Use Data to Drive Retention Strategies
Retention efforts are most effective when you use data to guide your decision-making. By analyzing patterns in donor behavior, you can identify what’s working and what aspects of your strategy could use a little more attention.
Leverage a constituent relationship management (CRM) system to automate communications, personalize appeals, and flag potential lapses in engagement. You can also use your CRM to bolster retention strategies by:
- Segmenting your donors: Group supporters by giving history, communication preferences, or engagement level to tailor outreach. When donors feel that your nonprofit speaks to their interests and needs, they’re more likely to want to stay engaged.
- Monitoring key metrics: Track data such as donor retention rate, average gift size, and repeat gift frequency. When you have access to this information, you can spot retention trends that guide outreach and stewardship decisions.
- Addressing drop-off points: Review when donors typically stop giving and identify ways to re-engage them. Your CRM can send you automatic alerts when a donor hasn’t given within a specific timeframe, making sure you can reach out to keep the connection alive.
While searching for the right CRM for you, CharityEngine suggests you consider your biggest goals, your nonprofit’s size and scope, your most important upcoming initiatives, and the number of data sources you would have to move in a migration.
3. Center Stewardship
Too often, donors lapse for avoidable reasons—they don’t feel a nonprofit properly appreciates their gifts, they don’t believe their gift makes a difference, or they don’t feel confident that a nonprofit will use their gifts wisely. To avoid these misunderstandings, you need to practice proper stewardship:
- Demonstrate impact: In addition to the standard thank-you messages, it’s important to show donors the positive results that their donations made possible. At the end of campaigns, you should follow up with a detailed report on how your campaign made a difference. For example, if you hosted a school fundraiser, you might let donors know that thanks to their gifts, you were able to send the high school theater department to the one-act play state championship. Share pictures, too, to involve donors in the fun!
- Recognize milestones: Celebrate donor anniversaries or total lifetime contributions in meaningful ways. When you acknowledge donors’ history with your organization, you show that you’re committed to building individual relationships with them, encouraging them to stay a part of your community.
- Offer behind-the-scenes access: Invite donors to tours, webinars, or Q&A sessions with staff to deepen their connection. These exclusive events make donors feel like they’re a fully-fledged part of your organization, increasing their loyalty to your nonprofit.
Stewardship is not just a task for your development team but a shared responsibility that reinforces your nonprofit’s mission. Using these strategies, you can build trust and familiarity, making donors more comfortable and invested over time.
4. Create Retention-First Campaigns
Campaigns can do more than raise funds for the short term. When designed with retention in mind, they can help build loyalty and long-term engagement. Here are some ways to plant the seeds of retention during your campaigns:
- Encourage repeat giving: Include messaging and options that support monthly or recurring donations. You might highlight existing recurring donors by inviting them to share stories or testimonials at events, or you could share the impact of a certain program that depends on regular funding.
- Foster community: Encourage donors to connect with one another and to see what sets your nonprofit apart from the rest. Creating traditions through your campaigns is a great way to do this; for example, you might host a flower bulb fundraiser every spring to build community and keep donors coming back year after year.
By aligning your campaigns with your retention goals, you turn one-time donors into consistent supporters who look forward to giving again.
Donor retention touches every part of your fundraising program. When your organization makes retention a priority, you create a culture where donors feel valued and inspired to give again. Over time, these relationships can grow into even greater opportunities, such as planned giving and advocacy. Now is the time to invest in the connections you already have and build a more sustainable path forward.
