Master the Math of Donor Retention!

Did you know that most nonprofits lose nearly 80% of their first-time donors? That's a lot of missed impact! The truth is, while attracting new donors is important, retaining them is the key to long-term fundraising success. Donor retention isn’t just a metric—it’s a reflection of how well you’re building relationships with those who support your mission.

Let’s do a little fundraising math and explore how you can maximize retention at every stage of the donor journey.

If First-Time Donor Retention is Only 23%...

On average, only 23% of first-time donors give again. That means for every 100 new donors, 77 won’t return to support your cause. Why? Often, it’s because nonprofits focus so heavily on acquiring new donors that they forget to nurture the relationships they’ve just built.

The Solution: Focus on these key stewardship strategies immediately after the first gift.

?Immediately send a sincere and personalized thank-you message (not just a receipt).

?Recognize donors and share how their gift will make a difference.

?Report back and keep donors in the loop with updates and impact stories.

?Involve new donors by inviting them to events, webinars, or volunteer opportunities to deepen their connection.

By making donors feel valued right away, you’re turning a single donation into the beginning of a loyal relationship.

??

And Repeat Donor Retention is 60%

Once a donor gives a second time, retention rates soar to 60%! Why? Familiarity breeds trust and donors who feel valued and see their impact are far more likely to give again.

The Key: Consistency.

?Repeat the steps above and thank, recognize, report back, and involve—again and again.

?Personalize communication by referencing their past giving and expressing gratitude for their ongoing support.

?Celebrate milestones by recognizing donor anniversaries or giving milestones to make them feel special.

The more consistent you are in showing appreciation and sharing impact, the more trust and loyalty you’ll build with your donors.

??

Because Monthly Recurring Donor Retention Hits 90%

Donors who give monthly have an astonishing 90% retention rate. This group is the backbone of many successful nonprofit fundraising strategies.

?

Donor retention isn’t just a metric—it’s a reflection of how well you’re building relationships with those who support your mission. By focusing on gratitude, transparency, and ongoing involvement, you can create a donor experience that fosters loyalty, inspires repeat giving, and helps your nonprofit thrive.

Donor retention starts now! Implement these strategies today and watch your donor relationships—and fundraising results—flourish.

Slay the Day!

Joanne Toller, CFRE (Ret.) ??

The Cause Specialists

Stats Source: Source: https://bloomerang.co/blog/the-state-of-donor-retention-in-one-image/