Prioritizing Donor Retention in Your Fundraising Strategy
Retaining donors is more cost-effective than acquiring new ones. Learn practical strategies nonprofits can use to improve donor retention and grow sustainably.
Whether you call them giving circles, giving societies, or giving groups, these groups of consistent donors are committed to your organization. They show their commitment through giving, volunteering, and being ambassadors in your community.
Kudos to your organization for bringing this group together as a way to continually steward them. This stewardship goes a long way to further their commitment and giving to move your mission forward.
This group is one the of the key demographics to approach for a planned gift. Their combination of consistent giving and higher-level commitment makes this group likely to want to ensure that your mission moves forward no matter what.
A few ways to engage this group in the planned giving journey:
The more you engage this group, the better off you will be! It is already in their DNA to give your organization. By scheduling regular time for them to meet, communicating with them specifically, and having the planned giving conversation with key leaders, you can set the stage for the planned giving conversation. And those conversations move your mission forward!
michael@lifelegacy.io
Retaining donors is more cost-effective than acquiring new ones. Learn practical strategies nonprofits can use to improve donor retention and grow sustainably.
If you need a single, compelling reason to prioritize planned giving this year, here it is: around 46 billion dollars flows to charities every year through bequests. In fact, the latest Giving USA numbers show that bequests in 2024 totaled about $45.84 billion—roughly 8% of all U.S. charitable giving for the year. That’s not a rounding error; it’s a transformative funding stream your mission can’t afford to ignore.
One of the most interesting parts of planned giving is that you never know what is going to happen! Planned gifts will surprise you. In an earlier blog, I talked about the planned gift that I DIDN’T accept. That was not even close to the most interesting gift that I ever received.
And this one isn’t either. But it was something I never expected.
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