Tip #1: Thank Donors Immediately (and Personally)
You’ve probably heard this advice before, but it’s worth repeating because the first 48 hours after someone makes their first donation are vital. That's when they're most excited. It's your chance to make them feel valued.
Send a personal thank-you email or letter within 24-48 hours. Use their name, mention the specific amount they gave, and tell them what their donation will help accomplish. Avoid generic, automated messages that feel like they came from a robot (we've all gotten those).
Even better? If your capacity allows, have a board member or staff person call or send a personal note to first-time donors. A simple "thank you for believing in our work" will go a long way.
With only 14% of first-time supporters giving again, that first impression matters more than you might think.
💡 Try this: I get it can be hard to keep up sometimes, so one thing you could do is set up an automated thank-you email / receipt that goes out immediately, BUT then follow up with a more personal touch within the week.
Tip #2: Share an Impact Within 30 Days
Everyone wants to know that their gift made a difference, of course! If they never hear from you again after giving, they'll assume their donation disappeared into a black hole.
Within 30 days of a giver's first donation, send an update showing the impact their gift is helping create. This does NOT have to be complicated. Share a quick story about someone your organization helped, post photos from a recent program, or send a brief update on progress toward a campaign goal.
The key is connecting their donation to real outcomes. When donors see the impact they're making, they're far more likely to give again.
💡 Try this: Create a simple 3-4 part email series for new contributors that shares impact stories, introduces your team, and keeps your mission top of mind right after that first donation.
Tip #3: Invite Them to Give Monthly
These numbers tell a REALLY interesting story, IMO. Donors who give 7+ times have an 87.3% retention rate, compared to just 19.2% for one-time donors.
The takeaway? Frequency and streamlined set-up matters. The easier it is to give, and the more often someone gives, the more likely they are to stick around.
One of the easiest ways to increase the frequency of giving is to simply invite contributors to give monthly. Some people would happily do this, they just didn’t realize it was a need or an option.
You don't have to ask every donor who gives once or twice to go monthly right away, but after a donor has given once or twice and shown interest in your work, invite them to become a monthly supporter. Make it easy by explaining the impact of a monthly gift (“monthly gifts help us meet our community’s needs consistently / help us plan for the future”) and providing a simple sign-up process.
💡 Try this: If you don’t already have one, add a "Give Monthly" option on your donation form and highlight it as the easiest way to make an ongoing impact.
Try it this week 🚀
Pick one donor retention action from the newsletter to focus on this week.
Small improvements in retention add up fast. Even raising your retention rate by just a few percentage points means more supporters, more revenue, and less time chasing new supporters.
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What's your biggest challenge with donor retention right now?
Hit reply and let me know! I'd love to hear what you're working through.
