Every charity knows the thrill of a new gift— until the donor vanishes. In fact, 80% of donors give only once, then disappear. That’s an average donor retention rate of just 1 in every 5. If you’ve ever wondered: what is donor retention? (and how do you improve it?), you’re in the right place. This nonprofit donor retention guide lays out proven nonprofit donor retention strategies to convert one-time givers into committed, lifelong partners.

Your Three-Step Retention Strategy

1. Thank Immediately, Personally & Meaningfully

Why it matters: A prompt, heartfelt thank-you sets the tone for an ongoing relationship.

1. Quickly: Send an acknowledgment email within minutes—studies show immediate thanks boosts donor satisfaction.
2. Personally: Address donors by name, reference their gift amount and campaign, and—if possible—include a handwritten note or video message.
3. Meaningfully: Share a concise impact story. For example: “Thanks to your gift of $50, Sarah now has clean water at home.”

Helpful Tools:

• Email platforms (MailChimp, Keela) with merge tags for name & gift amount

• Handwritten-note services (SendOutCards)

• Short video via Loom or Vidyard

2. Tell Impact Stories to Deepen Engagement

Goal: Shift from transactional “thank you” to emotional connection through nonprofit donor engagement.

Drip Campaign:

Over the next 4–8 weeks, send 2–3 emails featuring brief stories of beneficiaries.

1. Each email should:Introduce a relatable character (parent, student, farmer)
2. Show the donor’s gift as the catalyst for change
3. Invite a small action (share a post, reply with feedback)

Remarketing Ads:

On Facebook/Instagram, target one-time donors with a short video or carousel highlighting impact.

Tip: Frame donors as the hero: “Because of you, Miguel now attends school every day.”

3. Collect & Act on Donor Feedback

Why it matters: Donors want to be heard, not handled.⁴ Genuine two-way communication cements partnerships.

1. Low-Barrier Surveys: One to three questions embedded in an email—e.g.: “What inspired your gift?” or “What would you like to see more of from us?”
2. Social Polls: Use Instagram Stories question stickers to gather quick input.
3. Virtual Coffee Chats: Invite select donors to a 15-minute Zoom call for deeper insights.

Act on It: Share a follow-up: “You asked for behind-the-scenes updates; here’s a quick video tour of our new community center!”

Measuring Progress

Track these key performance indicators (KPIs) to gauge your nonprofit donor retention strategies:

• Repeat Gift Rate: Percentage of donors who give a second time.

• Average Donor Retention Rate: Industry benchmark is ~20%; aim to double that.

• Lifetime Value (LTV): Total projections per donor over 3–5 years.

• Engagement Metrics: Email open/click rates on impact and feedback campaigns.

• Survey Response Rate: Aim for at least 15–20%.

Regularly review your data (monthly or quarterly) to tweak messaging, timing, and channels.

Next Steps & Resources

Book a free 30-minute strategy call with Matt for hands-on support with nonprofit donor management and ongoing campaign optimization.

👉 Book a Strategy Call »

With a clear nonprofit donor retention strategy, you can turn that one-time gift into a lasting partnership—empowering donors and amplifying your mission for years to come.

¹ Classy.org, 2020. ² Fundraising Effectiveness Project, 2021. ³ DonorVoice, 2021. ⁴ Sprinkle and Grace, Beyond Fundraising, 2019.