DONOR RETENTION
AILMENT
“We added a lot of new donors last year and expected to have a very strong fundraising year. But we aren’t meeting our goals. What should we do?”
SYMPTOMS MAY INCLUDE
- New donors gave once and didn’t renew their support
- You’re having trouble reaching donors by email or phone
- Donors are not upgrading their gifts
POSSIBLE CAUSES
- You invested in “acquisition” but not “retention” through stewardship activities
- You’ve waiting too long to ask for a second gift
- You didn’t promptly thank donors for their initial gift
- Donor gratitude and communication aren’t happening enough
- Donors don’t think you need the money
- Donors don’t see or understand the impact you have had
THE CURE
- Reframe your case for support. Refresh your vision statement and highlight why your work is urgent and relevant today.
- Double down on stewardship. Thank donors promptly and frequently. Make sure they know you value them and need their continued support.
- Communicate across channels. If you lack email addresses, use mail, phone, or other channels. Share regular impact reports—by snail mail, if necessary—so donors see results.
- Listen and learn. Meet with loyal donors and ask your board what they value most about your organization. Be willing to challenge assumptions.
- Reintroduce your organization. Share growth in programs, revenue, and donor base. Remind supporters of the progress they’ve made possible.
