Over the past year, donor retention rates have declined across nearly every donor segment—from small-dollar supporters to those giving $50,000 or more. At the same time, the cost of acquiring new donors continues to rise.

That combination puts real pressure on nonprofit teams.

This is exactly why having a thoughtful donor retention plan matters. When you prioritize keeping supporters engaged, you build stability into your fundraising. You protect the steady progress you’ve already worked hard to create.

And beyond the strategy itself, how you present your work holds great value. The focus of your annual report. The tone of your thank-you emails. The design of your fundraising materials. These small details reinforce trust, and trust is what keeps donors coming back.

In this article, we’ll break down what donor retention means, why it’s critical to the health of your organization, and five practical donor retention strategies you can use to strengthen it.

Why is Donor Retention Important?

At its core, donor retention is about loyalty.

It’s your ability to build lasting relationships with supporters who choose to invest in your mission year after year.

Nonprofits with strong donor retention have a steady base of long-term supporters. Organizations with low retention rates are forced to constantly replace donors or increase gift sizes just to maintain the same revenue.

You calculate your donor retention rate by dividing the number of repeat donors this year by the number who gave last year, then multiplying by 100. If you had 100 donors last year and 63 gave again this year, your retention rate would be 63%.

According to a Q3 2025 report from the Fundraising Effectiveness Project, overall retention rates increased slightly from 31.7% in Q3 2024 to 31.9% in Q3 2025. However, retention declined across individual donor segments.

Micro-donors—those giving between $1 and $100—had the lowest retention rate at 21.3%. Most give once and move on.

This is why improving donor retention makes a difference. Loyal donors often increase their giving over time. They respond to campaigns more quickly. They advocate for your work. While donor acquisition will always be necessary, retention creates predictability, and as a result more margin.

So how do you focus on improving donor retention in a way that feels realistic for your team?

Here are five strategies that make a measurable difference.

1. Focus on Securing the Second Gift from New Donors

Only 31% of new donors make a second gift. But of those who do, 59% continue giving. That second donation is often called “the golden donation” for a reason.

If you want to strengthen your donor retention strategies, start here.

After issuing a tax receipt, follow up with a thoughtful thank-you that clearly shows the impact of the donor’s gift. Reach out within 24 hours when possible. That responsiveness communicates care.

And presentation is also equally as important. A clean, well-designed email with strong hierarchy, simple imagery, and one clear takeaway makes it easier for donors to understand the significance of what they just did.

Consider an automated welcome series that:

• Educates them about your mission
• Shares one or two meaningful impact stories
• Shows where their gift fits into the bigger picture

Consistency in visual branding across this series builds familiarity, belief, and trust.

2. Improve Personalization in Current Fundraising Campaigns

Generic messaging is easy to ignore.

When communication feels tailored, donors are more likely to give again.

Personalization begins with understanding your data. Segment donors by giving frequency, donation size, or interest areas. Use that information to craft messaging that feels relevant.

A/B testing can help you see what resonates most so you can refine your approach over time.

Also consider communication preferences. Some donors prefer email. Others respond to direct mail. A thoughtful donor retention plan accounts for these nuances.

And as expectations evolve, your communication strategy should evolve with them. Small refinements—clearer headlines, stronger calls to action, simpler layouts—make it easier for donors to stay engaged.

3. Ask for Donor Feedback

If retention is about loyalty, feedback is about respect.

Asking donors for input shows that their voice counts.

Quick polls via email or social media are a helpful starting point. But surveys often provide deeper insight. Before sending one, figure out your goal. Each survey should focus on a single objective aligned with your mission.

Keep the experience simple. A clean survey design with clear headings reduces friction and signals that you value your donors’ time.

One-on-one conversations can also reveal the emotional side of giving such as, the motivations, hesitations, and moments that surveys don’t always capture.

Timing matters. Ask for feedback shortly after a donation, while the experience is still fresh.

This approach strengthens nonprofit donor retention because it turns a transaction into a relationship.

4. Plan Peer-to-Peer Fundraising Campaigns

Peer-to-peer fundraising empowers supporters to raise funds on your behalf. When done well, it strengthens retention because donors feel more involved in the mission.

Provide simple tools:

• Personal fundraising pages
• Email templates
• Social media graphics

Make everything easy to use. Clear, uncomplicated designs lower the barrier to participation.

There are four common types of peer-to-peer campaigns:

• Event-based campaigns built around physical or virtual events like 5Ks or cycling challenges
• Time-bound campaigns tied to a specific period, such as Giving Tuesday
• Evergreen campaigns that run year-round
• Tribute campaigns created in someone’s memory

The right structure depends on your audience and your organization’s strengths. But when supporters feel equipped and confident sharing your work, engagement deepens.

5. Offer Recurring Gift Options

Recurring gifts are one of the most effective ways to improve donor retention. Monthly donors are retained at nearly double the rate of single-gift donors.

Make the recurring option obvious and easy.

Thoughtful design can help here—clear comparison boxes, straightforward language, and minimal distractions reduce friction and increase conversions.

When new donors feel welcomed and long-time supporters feel heard, loyalty grows naturally.

Your Simplest Retention Tool Might Be a One-Pager

If you’re serious about improving donor retention, don’t overlook your simplest asset.

A clear, well-designed one-pager helps supporters understand:

• Who you serve
• What’s working
• What their support makes possible
• What to do next

We design Signature One-Pagers that are donor-ready, board-ready, and built to support your broader donor retention plan.