Fundraising Trends
When it comes to fundraising, much of the conversation and advice focuses on acquiring new donors. But research consistently shows that the long-term health of a ministry depends far more on something else: donor retention.
Many if not most organizations lose a significant percentage of first-time donors after their initial gift (73.7% according to this recent report from Bloomerang).
And replacing those donors requires more time, effort, and cost than retaining the ones already connected to the mission.
Why It Matters
For organizations stewarding limited resources, retention directly affects mission impact. Donors who stay engaged represent future giving and allow nonprofits to build on a faithful base that believes in the mission and want it to succeed.
Next Steps
Donors tend to stick around when they feel connected, valued, and confident their generosity is making a difference.
- Lead with gratitude. Thank donors early, often, and sincerely—far beyond automated receipts and mass messages
- Show impact. Share stories that connect individual generosity to real lives changed
- Communicate consistently. Stay in touch between appeals so donors feel like a valued participant on the journey
- Think relationship, not transaction. Donors are doing more than funding ministry, they’re partnering in it
Relatable communication, authentic gratitude, and meaningful impact stories play a far bigger role than the frequency of your appeals or even the urgency of your request when it comes to donor retention.
In a society where every dollar matters, donor retention isn’t a secondary metric. It’s an indicator of long-term health.
How is your ministry building long-term relationships with the donors who already believe in your mission?
Sam Rinearson
Director of Strategy | sam@eaglecom.us