According to the Fundraising Effectiveness Project, the overall donor retention rate in 2024 was just 42.9%, marking five straight years of decline. Essentially, for every two donors who gave to an organization last year, only one came back. This leaves nonprofit leaders and fundraisers stuck chasing new folks to replace the ones who already believed in what you’re doing, but didn’t stick around. Constantly finding new donors can be exhausting. It takes time, energy, and money that could be spent deepening existing relationships. Instead of starting from scratch every year, what if we shifted our focus to the people who are already in our corner?

Here are a few strategies for nonprofit leaders and fundraisers to consider to keep donors coming back - not just once, but for years to come.

The first step

One of the quickest and easiest ways to have a positive impact on donors is with a simple thank you. Thanking donors should go beyond an automatically-generated tax receipt or bot email. Donors should be receiving a real thank-you that is timely, personal, and specific. The goal is to make donors feel appreciated, and that their gift mattered. The message can be quick - even a simple message stating "Because of your gift, we were able to *insert outcome here*" can have a significant impact on donor retention. The message doesn't need to be fancy, it just needs to feel authentic.

Personal touches

Donors shouldn't feel as if they are just another number to an organization. Instead, take the time to acknowledge someone’s giving history. If someone has been a longtime supporter, this should be noted and mentioned. Fundraisers should keep careful records of donor interactions and remember personal details so follow-up can feel authentic and meaningful. It's important to reach out to supporters even when you’re not asking for money.

Successful donor engagement doesn’t require a massive team or a sophisticated CRM. There is significance in just some thoughtful notes, a system that works for your bandwidth, and a commitment to treating people like people.

Invite them in

In many cases, people give because they want to be part of something bigger. With this idea in mind, it can be meaningful for donors to "invite them in". Donors want to see the impact of their giving and feel like they are more than just an ATM.

Bringing donors in can take many forms. This can be anything from a behind-the-scenes tour, an update from a staff member or program participant via Zoom, to a handwritten update. Organizations have the opportunity to think creatively and come up with concepts that would appeal most to their donor base and specific individuals. The more donors feel connected to your work, the more likely they are to stick with you.

The long-term

Retention isn’t just about stewardship tactics. Organizational culture impacts how donor retention is practiced and perceived within organizations.

If your whole team - from fundraising to programs to leadership - sees donors as part of the mission, everything changes. A mindset shift typically has to come from the top. When an executive director thanks a donor without being asked, or a program lead sends a story to share with supporters, that’s when retention starts to feel natural, not forced.

Having a plan in place, like an annual calendar with donor touchpoints mapped out, can be a helpful tool in making sure donor engagement is happening regularly. Even if it’s basic, having a plan to stay in touch makes everything more doable.

In the end...

There’s no big secret to donor retention. It’s about trust, appreciation, and making people feel like their giving matters - because it does.

Strong donor retention doesn’t just improve your fundraising numbers, it also helps build a more sustainable, mission-driven organization. Impactful donor retention strategies don't require a new platform or a flashy campaign. Successful donor retention takes follow-through, communication, and the mindset of building real relationships. Donors are the ones who care about our mission the most. If nonprofit leaders start small with touches and remain consistent in engagement, retention should increase.

Grace Smith is a dedicated nonprofit professional with a strong background in fundraising and organizational leadership. She is a 2025 graduate of the Master of Nonprofit Leadership and Management program at Arizona State University and a member of the Omicron Delta Kappa National Leadership Honor Society. Grace currently serves as the Assistant Director of Development for Athletics at New York University, where she supports fundraising efforts to enhance resources and opportunities for student-athletes. Grace earned her Bachelor of Arts in Geography from UCLA and has spent her career working across mission-driven organizations, including healthcare, higher education, and youth development. She lives in Jersey City, NJ, and in her free time, enjoys workout classes, reading, and spending time with her fiancé and their two cats.

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