Donor Retention Techniques

If I had to rebuild nonprofit impact reporting from scratch today, I wouldn’t start with glossy annual reports. I’d start with: Timing. Because most nonprofits don’t lose donors due to lack of results. They lose them due to lack of memory. Here’s exactly how I’d rebuild donor reporting so it sticks: 1. Respect the 72-hour rule Cognitive science shows memory fades after 3 days. If you wait 3 months to share impact, donors forget the emotional spark that led them to give. Don’t let the moment slip. • Send an update within 72 hours. • Even if it’s raw or imperfect. • Tie it directly to the donor’s gift. Momentum beats polish. 2. Micro-updates, not mega-reports Stop saying: “Wait for our end-of-year report.” Start saying: “Here’s what your gift did this week.” Short videos, quick photos, a 3-line story. Your donors want to feel progress, not sift through 20 pages. 3. Make impact a habit, not an event The best donor journeys are built like fitness routines. Consistent, bite-sized reps, not sporadic marathons. Do this instead: • Weekly “impact snapshots” • Monthly behind-the-scenes notes • Quarterly deep dives (not the other way around) Build rhythm. Build trust. 4. Anchor updates to emotion, not just outcomes Data fades fast. Emotion lingers. • Instead of “We planted 5,000 trees”… Say: “Meet Lucia. She’s breathing cleaner air today because of you.” Stories keep the trigger alive. 5. Create recall moments If you want donors to give again, bring them back to their first spark. • Replay the video that moved them. • Send the photo that made them act. • Use the same language that triggered their gift. Remind them why they cared in the first place. Delayed reporting doesn’t just cost attention. It costs retention. In 2025, donor communication should feel less like PR. And more like a memory anchor. Not an annual report. A living reminder. Comment “retention” and I’ll send you our playbook on how to do all of this using LinkedIn. With purpose and impact, Mario

Your major donor just called and listed out all of their frustrations. You won't like what they had to say. It wasn't about money. It wasn't about competing priorities. It wasn't about the economy. It was about you. "They never told me what my gift accomplished," they said. "I gave $25,000 and got a form letter thank you. Then nothing for eight months." "When I finally called to ask about impact, they couldn't give me specifics. Just vague statements about 'helping the community.'" "I realized they didn't see me as a partner. They saw me as an ATM." ‼️ The organizations losing major donors aren't victims of donor fatigue. They're victims of donor neglect. ‼️ Your major donors don't leave because they can't afford to give. They leave because you can't afford to care. Pull up your major donor communications from the last year. For each donor over $10,000, ask: 👉 Did they receive specific impact reports tied to their gift? 👉 Did someone call them personally within 3-5 days? 👉 Did they get invited to see their impact firsthand? 👉 Did you ask for their input on organizational direction? If you answered "no" to any of these, you've got a problem. The most successful major donor programs I work with treat donors like investors, not transactions: 👉 They provide quarterly impact reports with specific outcomes. 👉 They invite donors to strategic planning conversations. 👉 They offer behind-the-scenes access to programs and leadership. 👉 They ask for advice, not just money. Your major donors aren't leaving because they don't care about your mission. They're leaving because you don't care about them. Fix your relationship problem before you blame donor capacity. Because in fundraising, how you treat donors after they give determines whether they'll give again.

Fundraising pro tip: If you're searching for "innovative/outside-the-box" ways to increase donor retention and engagement, STOP. In our constant search for new and different (our brains are wired to want this, so I get it), we fail to focus on the things that actually work and deliver results on a consistent basis. Whenever someone asks me (and that's pretty regularly) what new/different things they should try to increase retention, I always disappoint them because my response is... 1. Call your donors and talk with them 2. Ask them why they love supporting your cause, and what you can do to deliver a better experience for them 3. Do what you tell them you're going to do with their gifts 4. Show them the tangible impact their giving makes on the world 5. Get out of your office chair and meet your supporters. 6. Invite them to see the work in action As you can see, these are not revolutionary, new, outside-the-box, the next ice bucket challenge, etc. They are, however... 1. Proven 2. Effective 3. Repeatable If you want to build a stronger revenue engine for your organization and achieve greater mission impact, do these things consistently. And stop wasting time looking for the next shiny object. DickersonBakker #donorengagement #abetterway #strategy #culture #nonprofit #fundraising

Lapsed donors aren’t lost causes. They’re just waiting for a better invitation. Let’s stop pretending your “We miss you!” email blast is doing the trick. It’s not. It’s background noise. And donors? They’ve got inboxes full of it. Here’s how you actually bring lapsed supporters back—without sounding desperate, and without starting from scratch. 1. Ditch the generic. Go personal. If your message could go to anyone, it will resonate with no one. Go beyond “Dear Supporter” and reconnect with their impact. Try this: “Hi Jordan — your gift last year helped provide safe housing for 20 families. We’re building on that work right now, and we’d love for you to be part of it again.” Better still? Send a personalized video or handwrite a note. People remember when you remember them. 2. Add a reason to come back—besides guilt. Sometimes people need a nudge. Not a push. Offer meaningful incentives: – A matching gift opportunity – An exclusive update or behind-the-scenes invite – Public recognition on your donor wall Make it feel special, not transactional. The goal is to make re-engaging feel like a win—for them and your mission. 3. Show your progress, not your panic. Donors want to be part of momentum, not rescue missions. Instead of saying, “We need your help more than ever,” say: “Since your last gift, we’ve provided 10,000 meals. And we’re just getting started.” Show what their past support made possible—and what’s next. 4. Use social proof like a pro. People want to belong. Show them that others are stepping up again. Spotlight returning donors in your newsletter. Share short quotes or videos from beneficiaries. Send a message like:“You’re not the only one we’ve missed—supporters like Maria just renewed their gifts this month. We’d love to welcome you back too.” Validation + community = powerful combo. 5. Make coming back ridiculously easy. This is where most nonprofits drop the ball. Don’t make someone dig through your website or hunt for the donate button. Use: – Direct donation links – Pre-filled forms – One-click options – QR codes in print materials And yes—make sure your mobile experience isn’t stuck in 2012. Lapsed donors aren’t a lost file in your CRM. They’re people who already said yes once. Your job? Remind them why.

My nonprofits in the community - are you planning a donor survey in the next two months? Here are some examples of how you can ensure that the data does not sit silently in your work folders but actually lets it help you take meaningful actions. Example 1: Say your survey question is: "How likely are you to continue donating to our organization in the next year?" ● Data says: If 60% of donors say they are "very likely" to continue donating, but 30% are "somewhat likely" and 10% are "unlikely," this indicates a potential drop-off in donor retention. ● Turning that data into action: Focus retention efforts on the "somewhat likely" group. Create a targeted campaign that re-engages these donors by highlighting recent successes, impact stories, or new initiatives they might care about. Additionally, reach out to the "unlikely" group to understand their concerns and see if any issues can be addressed. Example 2: Say your survey question is: "Which of the following areas do you believe your donation has the most impact?" ● Data says: 50% of respondents say their donation has the most impact on "Education Programs," while only 10% say "Healthcare Initiatives." ● Turning that data into action: Understand the why and promote the success and need for your "Healthcare Initiatives" more prominently, aiming to increase donor awareness and support in this underfunded area. Example 3: Say your survey question is: "What is your primary reason for donating to our organization?" ● Data says: If the top reason to engage is "Alignment with my values" (40%) followed by "Transparency in how funds are used" (35%). ● Turning that data into action: Emphasize your organization's values and transparency in all communications. Regularly update donors on how their funds are being used with clear, detailed reports, and align your messaging with the core values that resonate with your donor base. Example 4: Say your survey question is: "How satisfied are you with the level of communication you receive from our organization?" ● Data says: If 70% of donors are "satisfied", 20% are "neutral," and 10% are "dissatisfied," there's room for improvement in communication. ● Turning that data into action: Understand the "neutral" and "dissatisfied" groups to pinpoint where communication may be lacking. This could involve increasing the frequency of updates, personalizing communications, or providing more opportunities for donor feedback and engagement. Sit with the data you collect. Read the numbers. Read the stories. Read the hopes, barriers, and interests of those humans in your data. The best possibility of a survey is to make the humans in that data feel included and belong by listening and acting on their perspectives. Co-create change with your community in those surveys. #nonprofits #nonprofitleadership #community #inclusion

Donor stewardship: It's not just about thank-you notes anymore. Here are 5 unconventional techniques I've seen work wonders: 1. Reverse Annual Report: Ask donors to share THEIR impact story. Compile and share with your community. 2. Donor-Beneficiary Pen Pal Program: Facilitate meaningful connections (with appropriate boundaries). 3. "Day in the Life" Shadowing: Invite donors to experience your organization's work firsthand. 4. Failure Transparency Reports: Share what didn't work and what you learned. Honesty builds trust. 5. Donor Skills Database: Match donors' expertise with organizational needs for volunteering or advising. Controversial opinion: Traditional stewardship often treats donors like ATMs. These approaches treat them like true partners in your mission. The most creative stewardship idea you've implemented or encountered? Share below! Remember: Effective stewardship isn't about what you do FOR donors, but what you do WITH them. P.S. Stewardship doesn't have to be expensive. The most meaningful gestures often cost nothing but time and thoughtfulness.

Most donor retention advice focuses on tactics. Send a thank-you. Make a phone call. Share an impact story. All good. But not enough. Here’s what really keeps donors: 𝗜𝗱𝗲𝗻𝘁𝗶𝘁𝘆. Donors don’t keep giving because of what you do. They keep giving because of 𝘸𝘩𝘰 𝘪𝘵 𝘮𝘢𝘬𝘦𝘴 𝘵𝘩𝘦𝘮 𝘧𝘦𝘦𝘭 𝘭𝘪𝘬𝘦. A protector. A provider. A person who shows up when others don’t. Here’s how to reinforce that identity: 𝗨𝘀𝗲 𝗶𝗱𝗲𝗻𝘁𝗶𝘁𝘆 𝗹𝗮𝗻𝗴𝘂𝗮𝗴𝗲 “You’re the kind of person who…” “You stepped in when others hesitated.” 𝗦𝗵𝗼𝘄 𝘁𝗵𝗲𝗶𝗿 𝗶𝗺𝗽𝗮𝗰𝘁 𝗶𝗻 𝗵𝘂𝗺𝗮𝗻 𝘁𝗲𝗿𝗺𝘀 Not “you supported programming.” But “you gave a child a safe place to sleep.” 𝗜𝗻𝘃𝗶𝘁𝗲 𝘁𝗵𝗲𝗺 𝗱𝗲𝗲𝗽𝗲𝗿 Don’t just thank them. Invite them into a community of people like them. 𝗥𝗲𝗽𝗲𝗮𝘁 𝘁𝗵𝗲 𝘀𝘁𝗼𝗿𝘆 Remind them who they are—every time they hear from you. The best retention strategy isn’t clever. It’s 𝘤𝘰𝘯𝘴𝘪𝘴𝘵𝘦𝘯𝘵 𝘳𝘦𝘪𝘯𝘧𝘰𝘳𝘤𝘦𝘮𝘦𝘯𝘵 𝘰𝘧 𝘢 𝘤𝘰𝘳𝘦 𝘣𝘦𝘭𝘪𝘦𝘧: “You’re the kind of person who changes things.” Tactics matter. But identity is what sticks. How are you helping donors see themselves in your story?

The Five Most Important Emphases For An Advancement Operation Given the significant and ongoing decline in giving households, and the increasing competition from that shrinking market share from a growing number of nonprofits, advancement leaders need to reallocate resources to support these emphases. ▫️ Donor Retention: Obsess about donor loyalty. Just don’t look at the number of donors from year to year. That can mislead you into the believing you’re doing a better job than you are. Look at the persistence of giving year over year. Reach out to lapsed donors and humbly seek to understand why you lost them. Even if you can’t change their minds, you can improve your retention strategies by learning from those you lost. ▫️ Become a higher priority for your donors. Don’t assume that your organization is their top philanthropic priority, even if they are your most loyal donors. Find out where you stand in their priorities and how you can move up, not at the expense of other organizations but by better satisfying their philanthropic objectives. Don’t compete with their favorite causes, seek to come as close as you can to approximating them. ▫️ Raise your donors’ sights by documenting the impact of their giving, then projecting how additional investment will yield an even greater return on their future investments. Don’t pull numbers out of the air; cost out promising initiatives and put carefully crafted budgets in front of them. ▫️ Reengage recently lapsed donors. Many didn’t cease to be philanthropic; they just moved off the institutional giving grid to engage in more direct giving to friends, neighbors, and local causes. They want to give to those they care about, what they can be a part of, see for themselves and where they can witness the differences they made. Try to provide that for them. ▫️ Attract new donors by offering high-impact initiatives that aligns the causes and purposes to which they have given the most. Adherence to these emphases in this order will yield the best and most sustainable results. Trying to attract and retain most donors these days with annual funds and giving days is like fetching water in leaky buckets. The promising results they appear to create will prove short-lived without these other efforts.

The average donor retention rate for nonprofits is only 40-45%, meaning most organizations lose more than half their donors each year! From my experience working with nonprofits across the US, it often feels like 99% of efforts are focused on cultivating prospective donors, while only 1% is dedicated to stewarding current supporters. Yet, retaining donors is the key to achieving long-term success. What can you do? 📌 Thank donors early and often. 📌 Show them how their support creates change. 📌 Get them involved in volunteer opportunities and exclusive events. I am deeply committed to advancing donor stewardship and recently: ✅ Led a HATCH webinar on donor stewardship. ✅ Joined the Donorbox podcast to highlight its importance. ✅ Published a 26-page guide for nonprofits on effective stewardship. (Comment below if you’d like a copy) Let’s work together to improve donor retention, strengthen connections, and build lasting relationships with our donors! #NonprofitFundraising #DonorStewardship 

Welcome to the Future of Fundraising. In today’s philanthropic landscape donors expect to feel seen, valued and connected to the causes they support. The traditional approach to donor engagement—reliant on managed gift officer portfolios—has long struggled to extend the personal relationship-driven experience to the majority of donors. Relational fundraising is the key to donor retention, re-engagement and increased giving. It provides donors with meaningful interactions that foster loyalty and inspire greater generosity. This week, I shared a recent Chronicle article (https://lnkd.in/ezeZdWEB) with my team, emphasizing the importance of bringing relational fundraising to more donors. The article’s author, Allison Fine, President of Every.org says, “The ‘relational’ part means pivoting away from the default habits of one-size-fits-all appeals with its corresponding low response rates. Being ‘relational’ means being in conversation with your donors and treating every donor as an individual with their own unique strengths, gifts, social networks and, of course, financial capital to contribute. The ‘at scale’ part requires the smart, strategic use of technology, including AI, to segment and customize communications and appeals to potential and current donors..” Executing a relational fundraising strategy for the 95% of donors who aren’t in managed portfolios has been impossible until now. Autonomous Fundraising, powered by VEOs, revolutionizes how institutions connect with donors in personalized, authentic ways. The results speak for themselves: · 30% of donors who gave through the VEO increased giving from last year—demonstrating that deeper engagement leads to greater generosity. · VEOs recapture lapsed donors up to 3x faster than traditional approaches, proving the power of timely, personalized outreach. · Nearly 500 re-engaged donors who didn't give last fiscal year have contributed with the VEO. · Almost 4,000 positive engagements show donors appreciate and respond to meaningful relational interactions. · A 54% retention rate (with more than 3 months left in the fiscal year for most orgs) demonstrates the power of relational fundraising at scale. · Major milestone: exceeding last years’ portfolio performance achieved by multiple orgs. Autonomous Fundraising allows organizations to move beyond the limitations of traditional gift officer portfolios. It expands relational fundraising to more donors to give them the personalized attention they deserve. As the sector continues to evolve, those embracing Autonomous Fundraising will be the ones who build deeper donor relationships, drive greater impact, and secure a sustainable future for their organizations. The future of fundraising is about using tech to bring donors closer than ever before. The shift to Autonomous Fundraising isn’t just an innovation; it’s a necessity to thrive in the modern philanthropic landscape.