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.
When you think about in-kind donations, you typically think of what nonprofits receive, such as auction items or raffle prizes, donated office space or equipment, pro bono services, or free event catering. However, many nonprofits miss a powerful opportunity with in-kind donations: non-cash giving can also be used as a smart strategy to strengthen donor relationships.
Donor stewardship is about building genuine, long-term relationships with your supporters. When used strategically, in-kind gifts can be a unique, mission-aligned way to show appreciation and remind donors why they support your mission in the first place.
Perhaps the best part is that these gestures don’t have to break the bank. How? Many in-kind gifts can be sourced from corporate partners or other supporters, making them cost-effective opportunities to create meaningful connections and lasting donor loyalty to your organization. Here are four ideas to do just that.
People generally like to feel seen and appreciated. And the more personal your thank-you is, the more powerful it becomes. In-kind gifts are a chance for nonprofits to tailor their donor recognition efforts in thoughtful, tangible ways.
One way to show donors that you truly know and appreciate them is to align gifts with something the donor loves. For example:
These thoughtful gifts signal that your nonprofit values not only a person’s donation but also them as individuals. This builds an emotional connection between donors and causes, which is a key motivator in planned giving decisions. Taking the time to personalize your appreciation strengthens the connection and opens doors for deeper engagement down the line.
In-kind gifts don’t always have to be things. They can also be unique or unforgettable experiences. For major donors or long-time supporters, these can truly create a lasting emotional impact.
Consider providing these experiences:
These types of experiences can deepen relationships by creating shared memories and exclusive access to your organization. They’re also a great way to show donors that you’re paying attention to what they value, whether it’s connection, access, or shared purpose. What’s more, these types of in-kind gifts can often be sourced from corporate partners or sponsors, making them low-cost to your nonprofit but high-value for relationships.
Effective stewardship isn’t just about saying thank you, it’s about reminding donors why their support matters so much to your cause. In-kind gifts that reflect your nonprofit’s mission can create a deeper sense of alignment between your donors and the work you do.
For example:
These kinds of mission-related gifts help reinforce your nonprofit’s values, tell your story, and give donors a more tangible way to feel connected to the impact they’re helping make. GolfStatus also suggests using in-kind gifts as raffle prizes or silent auction items at fundraising events to further the mission connection among attendees. No matter how you use these gifts, they’re a reminder that supporters aren’t just writing checks; they’re truly part of something meaningful.
Let’s not forget that all the creative strategies outlined in this guide start with in-kind donors themselves—the individuals, businesses, and companies who give goods or services instead of cash. These donors can be overlooked when it comes to relationship-building, but they can be some of your biggest long-term advocates.
With the right strategy and nurturing, in-kind donors can grow into sustaining supporters and even prospects for planned giving. Here are some ideas to build deeper loyalty among in-kind donors:
While in-kind donations often help reduce expenses or add value to auctions or raffles, they’re also a highly effective tool for donor engagement. And because these gifts can often be sourced at little to no cost, they’re a smart addition to your donor stewardship toolbox, especially for smaller
These three simple steps can help you get started:
In-kind giving is more than a way to receive support—it’s a creative, cost-effective way to give back and build lasting donor relationships!
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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