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We spend money on campaigns. We agonize over appeal letters. We plan events, post on social media, beg board members to invite their friends, and celebrate when a new donation comes in.

Then the donor gives.

And somehow our entire strategy becomes: Great. Who's next?

Sometimes donors leave because their circumstances change. You cannot control that. But sometimes donors stop giving because of something the nonprofit did, or did not do.

Let's talk about those things.

Why Do Donors Stop Giving to Nonprofits?

Donors most often stop giving for reasons nonprofits can actually control: going quiet after the gift, treating every donor the same, or making it hard to give again. Fix what happens after the ask, and retention follows. Below are the nine most common culprits, what to do about each one, and where AI can genuinely lighten the load without taking over the relationship.

9 Reasons Your Donors Stop Giving (And What to Do About Each One)

1. You Only Talk to Them When You Want Money

If every communication from your nonprofit says donate, register, sponsor, buy a ticket, give again, or “we need your support,” do not be shocked when donors start ignoring you.

Nobody wants a relationship where the other person only calls when they need something.

Donors want to know what is happening. They want stories. They want updates. They want to know what happened after they gave. They want to feel connected to the work they helped make possible.

What to do: Put donor communication on your calendar that does not include an ask. Share a program update. Tell a great story. Celebrate a win. Show them something happening behind the scenes. Remind them that their support mattered.

2. You Sent a Tax Receipt and Called It Stewardship

No.

A tax receipt is not donor stewardship.

Neither is the automated “Thank you for your generous donation” email your system spit out three seconds after the gift.

Those things are necessary. They are not a donor relationship.

What to do: Create a simple follow-up process for new donors. Thank them immediately. Follow up personally when possible. Tell them what their gift is helping accomplish. Give them another meaningful touchpoint before you ask them for money again.

You do not need a complicated 47-step donor journey. You need to stop disappearing.

3. You Never Tell Them What Their Money Did

Imagine giving $250 to an organization you care about.

You receive a receipt.

Then... nothing.

Three months later, another fundraising email lands in your inbox asking for more money.

Excited to give again? Probably not.

Donors want to know their money mattered. They do not need to know exactly which five-dollar bill bought which box of supplies. But they do need to understand the connection between giving and impact.

What to do: Tell them. Use stories. Use numbers. Use photographs. Share progress. Explain what donor support helped accomplish. And please do not make donors dig through a 36-page annual report to figure it out.

4. You Treat Every Donor Exactly the Same

A first-time donor who gave $25 last week and a donor who has given $1,000 every year for 12 years are not the same.

So why are they getting the exact same email?

The more your fundraising grows, the more important it becomes to stop treating your donor database like one giant blob of people with email addresses.

You do not need to create 37 different donor segments and make your life miserable. But a little segmentation goes a long way.

What to do: Start with a few basic groups: first-time donors, repeat donors, monthly donors, lapsed donors, and major donors. Then ask yourself what each group needs from you next.

5. You Ask for More Money Before You Even Finish Saying Thank You

Yes, you should ask donors to give again.

I am a fundraiser. I am certainly not going to tell you to stop asking for money.

But can we give the donor a minute?

If someone makes their first gift on Monday and your next appeal hits their inbox on Friday, with no personal acknowledgment or meaningful communication in between, that does not exactly scream relationship-building.

Your fundraising calendar may say it is time to ask. Your donor relationship may say otherwise.

What to do: Look at what happens after the donation. What does a new donor receive before the next solicitation? What do they learn about your work? How do they know their first gift mattered? The next ask should feel like a natural next step, not like you forgot they just gave you money.

6. Giving to You Was a Pain in the Neck

We need to talk about your donation page.

You may have written the most moving appeal in nonprofit history, but if someone clicks “Donate” and ends up fighting with a terrible form, you can still lose the gift.

Too many fields. Confusing instructions. Tiny text on mobile. Required account creation. A donation button that is weirdly difficult to find. Ten clicks before checkout.

People have abandoned purchases over less.

What to do: Make a donation to your own organization. Seriously. Pull out your phone and go through the entire process like a donor. Count the clicks. Look at the form. Read the confirmation. Check the email you receive afterward. Better yet, ask someone who does not work for your organization to try it. You already know where everything is. They do not.

7. They Forgot About You

This may bruise the ego a little, but here goes:

Your donors are not thinking about your nonprofit all day. You are. They are not.

Your donors have jobs, families, bills, hobbies, other causes they care about, 9,000 unread emails, and probably a pile of laundry they are actively avoiding.

If you disappear for eight months and then suddenly pop up in December asking for money, you cannot be terribly offended if they barely remember you.

What to do: Stay visible throughout the year. That does not mean bombarding people constantly. It means showing up consistently enough that your organization remains familiar. Share what is happening. Tell stories. Communicate impact. Celebrate milestones. Let people see the work. Consistency is not flashy, but it works.

8. You Never Asked Them Again

Sometimes we make donor retention way more mysterious than it needs to be.

A donor gave once. You thanked them. You put them on the email list. And then nobody actually asked them to give again.

That donor did not necessarily decide to stop supporting you. You stopped asking.

People are busy. They may love your organization and still not wake up on a random Tuesday thinking, “You know what I should do today? Make another donation.” Give them the opportunity.

What to do: Build repeat giving into your fundraising plan. That could mean another appeal, a monthly giving invitation, a special campaign, an event, or personal outreach. Do not assume people know you still need their support. Ask.

9. You Made Them Feel Like an ATM

Here is the big one.

Donors want to know they matter beyond the transaction. They want to feel appreciated. They want to feel connected. They want to know there are actual human beings on the other side of that donation form who noticed that they gave.

And you do not need a massive stewardship budget to make that happen.

A personal email matters. A phone call matters. A thoughtful update matters. Remembering that someone has supported you for five years matters. A short message that says, “I thought you would enjoy seeing what you helped make possible,” matters.

Small things can make a donor feel like a person instead of a name attached to a dollar amount.

Where AI Actually Helps With Donor Retention

If you take nothing else from this post, take this: AI is genuinely useful for donor retention, as long as you know exactly where it belongs in the process. Here is where it earns its keep:

But do not outsource the relationship. AI cannot genuinely appreciate your donor for you. It cannot replace the phone call from a board member. It cannot know which story will mean something to a longtime supporter unless you give it that context. The technology can make you faster. You still have to make it human.

Stop Obsessing Over the Next Donor

Nonprofits love talking about donor acquisition. How do we get more donors? How do we grow our email list? How do we reach new people?

Those are good questions. But if donors are coming in the front door and quietly walking out the back, getting more people through the front door is not going to solve the entire problem.

So before you spend all your energy chasing your next donor, spend a little time looking at the people who already gave.

Frequently Asked Questions About Donor Retention

What is donor retention and why does it matter for nonprofits?

Donor retention is the percentage of donors who give again after their first or most recent gift. It matters because it is far cheaper to keep an existing donor than to acquire a new one, and a steady base of repeat donors makes your revenue more predictable year over year.

How do I know if my nonprofit has a donor retention problem?

Compare how many donors gave last year to how many gave this year, and check your first time donor conversion rate, meaning the share of new donors who go on to give a second gift. If either number is trending down, or you genuinely do not know these numbers, that is worth investigating this month.

How often should nonprofits communicate with donors between asks?

Aim for at least a few non-ask touchpoints a year: an impact update, a story, a celebration of a milestone. The exact number matters less than the pattern. Donors should hear from you regularly enough that an appeal never feels like the first contact in months.

Can AI help with donor stewardship without making it feel impersonal?

Yes, as long as you use it for the first draft and not the final word. AI is strong at organizing a stewardship sequence, adapting one message for different donor segments, and turning a program update into multiple pieces of content. You still need to personalize names, specifics, and voice before anything goes out.

Is it okay to use AI to write donor thank you notes?

It is a reasonable way to get a first draft, especially for routine thank yous. For major gifts, keep the personal touches that actually matter: a real handwritten note, a phone call, or a mention of something specific about that donor's history with you. Use AI to save time on volume, not to replace the moments that should feel human.

What should I do if a donor has already lapsed?

Reach out with an honest, low pressure message rather than a straight ask. Acknowledge it has been a while, share what has changed or grown, and invite them back without guilt. A short personal note or call often works better than another appeal email.

What if I do not have staff time to build a full stewardship system?

Start with one system. Pick the touchpoint most likely to move the needle, often a 48 hour personal thank you, and build a simple process just for that. Use AI to draft templates in advance so the process is fast to execute, then expand to the next system once the first one is actually running.

You need new donors. Of course you do. Every nonprofit does.

But here is the part nobody likes to say out loud: getting new donors will not fix a fundraising system that cannot keep them.

That is the nonprofit version of pouring water into a bucket, watching it leak all over the floor, and deciding the solution is a bigger hose. Respectfully, no. Fix the bucket.

THE 2026 REALITY CHECK: The Fundraising Effectiveness Project reported in April 2026 that giving grew in 2025, but donor counts still fell. Overall retention edged up only slightly to 43.3%, while new donor retention stayed essentially flat. Translation: the sector is raising more money from fewer people, and first-time donor conversion is still a major problem.

That does not mean you should stop looking for new donors. It means acquisition and retention have to be treated as one connected system. New people need to find you, understand you, trust you, give, feel thanked, see impact, and be invited into a deeper relationship.

Most nonprofits are not failing because their mission is weak. They are failing because the follow-up is weak. Or random. Or trapped in someone's head. Or happening only when there is an appeal going out.

This post covers both sides: how to find new donors and how to keep them once they say yes.

Why Donor Acquisition Fails

Most nonprofits do not have a donor pipeline. They have names scattered across event lists, board contacts, newsletter subscribers, volunteers, lapsed donors, and that one spreadsheet nobody wants to open because it has 47 tabs and no mercy.

A donor pipeline is not a list. It is a process.

It answers simple questions:

·      Who are we trying to reach?

·      How are new people hearing about us?

·      What is the first easy step we invite them to take?

·      Who follows up?

·      When do they follow up?

·      How do we move someone from interested to invested?

·      What happens after the first gift?

If your organization cannot answer those questions, donor acquisition will feel like luck. And luck is not a fundraising strategy. It is a casino with a mission statement.

The good news is that you do not need a giant budget to build a stronger pipeline. You need clearer actions, consistent follow-up, and fewer vague asks.

FREE RESOURCE: Need a simple way to see your donor pipeline more clearly? I created a free Donor Pipeline Tracker to help you organize warm prospects, board introductions, first-time donors, follow-up steps, pipeline stage, status, priority, source, and relationship owner. You can use it alongside your donor software, or as a starting point if you do not have donor software yet. Download it HERE.

How to Find New Donors for Your Nonprofit

These are practical strategies nonprofits of almost any size can use. No magic. No “go viral” nonsense. Just relationship-first work that actually makes sense.

1. Ask current donors for specific introductions

Your current donors know people who may care about your mission. But most nonprofits ask for help in the weakest possible way.

“Please introduce us to people who might care” is too vague.

Try this instead:

“Would you be willing to introduce me to two people who care about this issue and might want to learn more about our work?”

That is specific. It is reasonable. It gives the donor a clear next step.

Do this one-on-one with board members, loyal donors, volunteers, and community partners. Not as a mass email. Not as a rushed agenda item at the end of a board meeting when everyone is already mentally in the parking lot.

2. Host a no-ask introduction event

A no-ask event gives new people a chance to understand your work before you ask them for money. This could be a short tour, coffee with the executive director, a lunch-and-learn, a mission moment, a small house gathering, or a behind-the-scenes conversation with program staff.

The goal is not to impress people with a giant production.The goal is to make your mission feel real.

The follow-up matters more than the event. Everyone who attends should receive a personal note or call within a few days. Ask what stood out. Ask what questions they have. Invite them to take one next step.

Do not skip this. The event opens the door. The follow-up is what keeps it from closing.

3. Capture every guest at every event

Many nonprofits track the person who bought the table but not the people sitting at it. That is a missed opportunity wearing a name tag.

Sponsors bring colleagues. Donors bring friends. Board members bring spouses, neighbors, business contacts, and people who politely clap during the appeal and then disappear forever because nobody captured their information.

Build guest information into registration. Collect names and emails for every attendee. Then follow up with something personal and useful: a thank-you, a short impact story, a photo from the event, or an invitation to learn more.

Warm prospects are expensive to ignore.

4. Give board members a fundraising menu, not a guilt trip

Board members often freeze because “help us fundraise” sounds enormous and uncomfortable. They think you are asking them to pressure their friends for money, make awkward asks, or suddenly become professional fundraisers overnight.

That is not what you need from them.

You need introductions. You need opened doors. You need them to help bring the right people closer to the mission.

Give them options instead:

·      Introduce the executive director to two people.

·      Bring one guest to a no-ask event.

·      Make three thank-you calls to donors.

·      Share a specific campaign with a personal note.

·      Host a small gathering with staff support.

·      Review their network list with the development team.

Specific beats vague every time. A board member who will not “fundraise” may absolutely be willing to make introductions, thank donors, or bring someone to a mission moment. Start there.

5. Mine the people already in your database

Before you spend money trying to find strangers, look at the people who already know you.

Pull lists of:

·      Lapsed donors

·      Event attendees who never gave

·      Volunteers who have not donated

·      Newsletter subscribers who engage regularly

·      Former board members

·      Peer-to-peer fundraisers

·      People who gave once and never heard anything meaningful again

These people are not cold prospects. They already know something about your organization. That gives you a starting point, and in fundraising, a starting point is gold.

Create a reactivation plan before you launch another broad acquisition campaign. A personal message to a lapsed donor will often outperform a generic appeal to people who have never heard of you.

6. Use visibility as a donor acquisition tool

Visibility is not fluff. It is how people find you before they give.

Press coverage, podcast interviews, community presentations, LinkedIn posts, partner newsletters, local awards, speaking opportunities, and opinion pieces can all put your organization in front of new people. But visibility only becomes fundraising when you have a next step.

Every visibility opportunity should answer this question:

Where do interested people go next?

That next step could be joining your email list, attending an intro event, downloading a guide, volunteering, touring your program, or making a first gift. Do not let public attention float around with nowhere to land.

How to Keep the Donors You Worked So Hard to Find

Now for the part that quietly decides whether your fundraising grows or keeps starting over.

Retention is where the money lives. The 2026 CCS Philanthropy Pulse report found that nonprofits still identify donor acquisition and donor retention as major challenges. It also found that 69% of organizations use targeted digital communications to retain new donors. That tells us something important: nonprofits know retention matters, but many are still trying to figure out how to do it well.

Here is the simplest truth: donors do not leave because you failed to send enough appeals. They leave because they do not feel connected enough to say yes again.

The first gift is not the finish line

A first gift is a hand raised. It means the donor is interested. It does not mean they are loyal yet.

The 2026 Virtuous Nonprofit Benchmark Report found that 3 out of 4 first-time donors never make a second gift. In plain English, most new donors are not becoming repeat donors, which means the first 30 to 60 days after a gift matter more than many nonprofits realize.

That should make every fundraiser sit up straighter.

The most important donor journey in your organization may be the path from gift one to gift two.

If you improve that one thing, you strengthen the entire pipeline. You reduce churn. You increase lifetime value. You make acquisition worth the effort.

Build a first 90 days donor welcome system

The first 90 days after a gift should not be improvised. New donors should receive a simple, warm, human welcome sequence that tells them they made a good decision.

At minimum, build this:

·      Within 48 hours: Send a personal thank-you from a real person. Not just a receipt.

·      Within 7 days: Share one specific thing their gift helps make possible.

·      Within 30 days: Send a short impact story or program update.

·      Within 60 days: Invite them to take a low-pressure next step, such as a tour, event, volunteer opportunity, or behind-the-scenes update.

·      Within 90 days: Make a meaningful second contact  that is not only another ask.

This does not need to be fancy. Fancy is optional. Follow-up is not.

Write better thank-you messages

A donor thank-you should not sound like it was assembled by a committee trapped in a beige conference room.

Weak thank-you:

“Thank you for your generous donation. Your support helps us continue our mission.”

Better thank-you:

“Thank you for your $50 gift. Because of you, a family can receive the first hour of support they need instead of waiting alone and overwhelmed. We are grateful you chose to be part of this work.”

Specific wins. Human wins. Impact wins.

Create a stewardship calendar, not just an appeal calendar

Most nonprofits have an appeal calendar. Fewer have a stewardship calendar.

An appeal calendar asks, “When are we asking for money?”

A stewardship calendar asks, “How are we showing donors their gift mattered?”

Your stewardship calendar should include:

·      Thank-you calls

·      Impact emails

·      Program updates

·      Short videos or photos from the work

·      Donor spotlights

·      Behind-the-scenes notes

·      Small gatherings

·      Volunteer invitations

·      Reports back after campaigns

·      Personal check-ins with major and mid-level donors

If donors only hear from you when you need money, do not act shocked when they treat you like a bill. Relationships need more than invoices with feelings.

Segment donors so your follow-up makes sense

Not every donor should receive the same communication.

Start with simple segments:

·      First-time donors: welcome them and show immediate impact.

·      Repeat donors: recognize their ongoing commitment.

·      Monthly donors: remind them they are part of the dependable base that keeps the work moving.

·      Mid-level donors: give them more personal attention before they drift away or before they are ready for a larger conversation.

·      Lapsed donors: reconnect with humility, not guilt.

·      Major donors: provide personal, strategic updates and meaningful access to leadership.

Segmentation does not have to be complicated. It just has to be more thoughtful than blasting everyone with the same “Dear Friend” email and hoping nobody notices.

Make monthly giving easier to choose

If recurring giving is buried on your donation page, you are making donors work too hard.

Monthly giving helps retention because it turns one-time generosity into an ongoing relationship. It also gives your organization more predictable revenue, which means you can spend less time scrambling for the next appeal and more time building real donor loyalty.

Make monthly giving visible. Give it a name if that fits your brand. Explain what monthly gifts make possible. Offer realistic amounts.Thank monthly donors differently. Report back to them regularly.

Do not treat monthly donors like small donors. Treat them like reliable donors. There is a difference.

What to Stop Doing

Some donor acquisition and retention advice sounds good but does not hold up. Here is what I would cut.

·      Stop chasing new donors before you know your retention rate.

·      Stop treating the donation receipt as the  thank-you.

·      Stop asking board members to “fundraise” without giving them a specific action.

·      Stop hosting events without a follow-up plan.

·      Stop ignoring the guests at sponsor tables.

·      Stop sending the same message to every donor.

·      Stop assuming donors remember why they gave. Remind them.

The Simple Donor Pipeline Every Nonprofit Needs

If you want to make this manageable, build the pipeline in five stages:

1. Visibility: New people hear about your work.

2. Invitation: They are invited to take a low-pressure next step.

3. Connection: Someone follows up personally.

4. First gift: They are asked clearly and given an easy way to give.

5. Retention: They are thanked, shown impact, and invited deeper.

That is the system. Not complicated. Not easy either, because consistency is where good intentions go to be tested.

But once this is documented, assigned, and measured, fundraising starts to feel less chaotic. You stop reinventing the wheel every quarter. You stop treating every appeal like an emergency. You start building something that can actually grow.

Before You Spend Another Dollar on Acquisition

Calculate your donor retention rate.

Here is the formula:

Donors who gave both last year and this year ÷ donors who gave last year × 100 = donor retention rate

Then calculate your first-to-second gift conversion rate. That number may be even more important if you are actively bringing in new donors.

If your retention rate is weak, do not panic. Fix the system: thank faster, follow up better, segment smarter, and show impact more often.

New donors matter. But keeping donors is how fundraising becomes sustainable.

Your donors came to you because they believed something good could happen through your organization. Your job is to prove them right.

Build the pipeline. Fix the follow-up. Keep the people you worked so hard to earn.

Free Resource: Donor Pipeline Tracker This is not a replacement for your donor software. It is a simple planning tool your team can use before the next appeal, board meeting, or follow-up push.

Already have donor software? Use this tracker to step back, look at the bigger picture, and quickly identify who needs attention right now.

Do not have donor software yet? Use this as a starting point to organize your warm prospects, board introductions, first-time donors, follow-up steps, pipeline stage, status, priority, source, and relationship owner.

Because knowing who is in your pipeline is not enough. Someone still has to move the relationship forward. Download it HERE.

Frequently Asked Questions

How do nonprofits find new donors?

Nonprofits find new donors by building visibility, using board and donor introductions, hosting low-pressure introductory events,following up with event guests, reactivating warm contacts, and making it easy for interested people to take a first step. The key is having a documented pipeline, not a pile of random tactics.

What is donor acquisition?

Donor acquisition is the process of finding people who may care about your mission, building trust with them, and inviting them to make a first gift. Strong acquisition includes visibility, personal introductions, clear messaging, follow-up, and an easy giving experience.

What is a good nonprofit donor retention rate?

The Fundraising Effectiveness Project reported in April 2026 that overall retention edged up from 43.1% to 43.3%. A retention rate above that benchmark is better than average, but the real goal is steady improvement, especially with first-time donors.

Why do so many first-time donors not give again?

Many first-time donors do not give again because the organization does not follow up in a meaningful way. A receipt is not enough. Donors need a prompt thank-you, a clear impact update, and a reason to feel connected before the next ask arrives.

How quickly should nonprofits thank donors?

As quickly as possible. A donor should receive an automatic receipt immediately, but that should be followed by a personal thank-you from areal person. For first-time, mid-level, and major donors, faster and more personal follow-up can make a major difference.

How can nonprofit board members help find new donors?

Board members can help by making introductions, bringing guests to no-ask events, hosting small gatherings, thanking donors, sharing campaigns with personal notes, and helping identify people in their networks who may care about the mission. The ask must be specific and supported by staff.

Is donor acquisition or donor retention more important?

Both matter. But if donors are leaving quickly, acquisition alone will not solve the problem. Nonprofits need to bring new people in and build a stewardship system that keeps them connected after the first gift.

How do nonprofits keep donors longer?

Nonprofits keep donors longer by thanking them quickly, showing impact clearly, communicating consistently between appeals, segmenting messages, inviting donors into the work, and making them feel like partners rather than transactions.

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Does this sound familiar? Your team bends over backward to bring new donors through the door. You host events. You post. You email. You charm. And then... crickets. A bunch of those first-time donors disappear without a trace.

If you’ve ever felt like you’re on a never-ending hamster wheel of donor acquisition, you’re not alone. But here’s the good news: some nonprofits have figured out how to stop chasing and start keeping. They’re not hunting down new donors every five minutes. Instead, they’re doubling down on loyalty. And guess what? It’s working.

Let’s talk about three surprisingly simple strategies you can put to work right now—no smoke, no mirrors, no magic wand required.

1. Make Giving So Easy It Feels Like Breathing

(Surprising? Only because we forget that convenience drives nearly everything else in our lives.)

Let’s get real for a second. You buy your latte on an app before you even leave the house. You tap your phone to pay for groceries. But when it’s time to make a donation? Suddenly we’re asking folks to fill out a form longer than a tax return.

Why are we making giving harder than it needs to be?

Here’s what the data says: nearly a quarter of donors prefer to give via things like PayPal, Venmo, or Apple Pay. But only 3% of nonprofits prioritize offering those options. That’s not just a gap—that’s a canyon.

Every step you remove from the donation process increases the chances a donor will actually complete their gift. Think of it like online shopping—the fewer clicks, the better.

Bonus tip: Offer monthly giving right at checkout. It’s simple, it’s intuitive, and it builds long-term donor loyalty on autopilot.

Bottom line: Your donors live in a frictionless world. If giving to you feels like work, they’ll move on. Make it easy, and they’ll stick around.

2. Ask What They Want. Then Actually Listen.

(Surprising? Only because we treat donor surveys like New Year’s resolutions—great in theory, but rarely done.)

Imagine buying your best friend a birthday gift without having any idea what they like. No hints. No list. Just vibes.

That’s how too many nonprofits approach their donor relationships.

Only 14% of organizations regularly survey their supporters. And yet, one of the top reasons donors stop giving? They don’t feel heard. Ouch. (For more cool and interesting facts about Nonprofit Fundraising Statistics check out this great blog post by Double The Donation here: https://doublethedonation.com/nonprofit-fundraising-statistics/)

Let’s flip that script. Send a quick survey after a donation. Add a one-question poll to your next email. Ask: “What inspired your gift today?” Then—stay with me here—use what they tell you. That feedback is pure gold.

Bottom line: Listening is your superpower. Ask. Respond. Reflect. Build trust. That’s the stuff of real relationships—and real relationships keep donors coming back.

3. Reconnect With Donors Who’ve Drifted Away

(Surprising? Only because we act like lapsed donors are ghosts. Spoiler alert: they’re not.)

You know that friend you’ve been meaning to text for ages? The one you really do care about, even though it’s been a while?

Your nonprofit has those friends, too. They’re not gone. They’re just waiting for a good reason to come back.

We spend so much time and money finding new donors, and almost none on re-engaging the ones who already said yes. But did you know it can cost five times less to re-engage a former donor than to find a new one?

Start small. Use your CRM to find folks who gave a year ago but haven’t been back. Send a warm, personalized message. Remind them why they gave. Tell them what their support made possible. Make it about them, not just your next campaign.

Bottom line: Past donors aren’t lost—they’re just waiting to be remembered. A heartfelt, thoughtful message might be all it takes to bring them home.

Let’s Wrap This Up (with a Bow of Authenticity)

Keeping donors isn’t some complex algebra equation. It’s not about shiny tech or the perfect email subject line. It’s about building real, human relationships.

You know how to be a good friend. You show up. You make things easy. You listen. You remind people they matter.

Do the same with your donors.

Make giving simple. Ask thoughtful questions. Respond with heart. Stay in touch—even when it feels like they’ve drifted. Because when you treat donors like real people (spoiler: they are), they don’t just stick around. They become champions for your cause.

And that? That’s how you build a thriving, generous community—one loyal donor at a time.

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Let me paint a picture for you: Imagine a steady stream of donations coming into your nonprofit every month. No more scrambling to meet quarterly goals, no more sleepless nights worrying about cash flow. That’s the magic of recurring giving. But starting a program can feel overwhelming, right? Don’t worry—we’ve got you covered.

This guide will help you plan, launch, and manage your recurring giving program. It's not about reinventing the wheel; it’s about building a program that fits your nonprofit’s unique personality and community.

Step 1: Dream Big and Set Goals

Start by asking yourself: What do I want to achieve with this program? Sure, you want financial sustainability, but what else? Perhaps you want to build a tight-knit donor community or create deeper engagement.

• Choose a name for your recurring donor group. Think of something that reflects your mission. Maybe it’s “Friends of YOUR NONPROFIT NAME GOES HERE" or “Kid's Heroes.” Make it personal and meaningful.
• Set a target. How many recurring donors are you aiming for? Dream big but stay realistic.
• Craft your message. Why should someone become a recurring donor? Highlight the impact their support will have. For example: “Your $25 a month provides meals for 10 families in need.”

Step 2: Plan the Launch

Timing is everything. Pick a launch date that aligns with your fundraising calendar and gives you enough runway to prepare.

• Segment your audience. Tailor your message for current donors, lapsed donors, and new prospects.
• Use multiple channels. Think email, direct mail, social media, and even phone calls. Each channel should echo the same message but be tailored to its audience.
• Optimize your website. Make sure your donation form is user-friendly, branded, and ready for recurring gifts. Add a case for support and remove distractions—no external links or unnecessary fields.

Step 3: Focus on the Donor Experience

Donor retention strategies for small nonprofits is about relationships. It starts with the giving process and continues long after the first donation.

• Test your donation page. Make sure it works seamlessly on every device.
• Create automated follow-ups. Send thank-you emails, reminders for expiring cards, and updates about their impact.
• Welcome them with open arms. Develop a multi-email welcome series to introduce new recurring donors to your community. Share stories, invite them to events, and let them know they’re part of something bigger.

Step 4: Build Relationships That Last

Recurring donors aren’t just supporters; they’re champions for your cause. Treat them like the VIPs they are.

• Celebrate milestones. Send anniversary cards or handwritten notes.
• Engage them regularly. Offer dedicated newsletters, exclusive updates, and special event invitations.
• Ask for their input. Surveys can help you understand their motivations and improve their experience.

Step 5: Measure Success and Refine

What gets measured gets improved. Keep tabs on these metrics:

• Retention rate. Are donors sticking around year after year?
• Engagement. How are they interacting with your communications?
• Growth. Are new recurring donors joining consistently?

Ready to Take the Next Step?

Recurring giving isn’t just a strategy; it’s a game-changer. It’s about creating a community of loyal, passionate supporters who believe in your mission. And the best part? It’s entirely within your reach.

Turn your vision into reality with our Success For Nonprofits Etsy Shop! Our resourse marketplace for nonprofits is packed with the tools, templates, and actionable items you need to build and grow a thriving monthly giving program. From step-by-step guides to donor engagement, grant writing workbooks for nonprofits, and fundraising strategies for new nonprofits, we’ve got everything you need to make recurring giving a cornerstone of your nonprofit’s success.

Let’s make your recurring giving program a reality. Your mission deserves nothing less!

As a nonprofit fundraiser and leader, when you review your donor database management system throughout the year, you may come across the absence of donors who have supported your cause in the past. While many lapsed donors have drifted away for reasons beyond your control, it’s crucial to recognize that some of them can be re-engaged through well-designed donor programs, and these supporters are well worth your attention.

THE IMPORTANCE OF RE-ENGAGING LAPSED DONORS

Reconnecting with lapsed donors is not only easier but also more cost-effective than acquiring new ones. Lapsed donors are not “cold” prospects. They are already familiar with your cause and organization, and you don’t need to convince them of your legitimacy.

These individuals have supported your mission before, and it’s highly likely that they still share a commitment to your cause. Furthermore, lapsed donors offer valuable insights into why donors lapse and at which stage in your year or donor cultivation cycle it occurred. This knowledge can be instrumental in improving your donor programs.

While some may have lapsed due to factors beyond your control, others might have lost interest because of infrequent communication, excessive solicitations, or a lack of recognition for their contributions. Gathering this feedback can significantly improve your donor retention strategies in the future, which is one of the most effective fundraising tips for nonprofits.

STRATEGIES FOR RE-ENGAGING LAPSED DONORS

PERSONAL CONNECTIONS:

• Consider in-person meetings, such as coffee dates, especially for VIP or major donors with whom you’ve had a personal connection.
• Utilize phone calls and face-to-face Zoom sessions as efficient alternatives to update lapsed donors on your recent achievements.
• At the very least, express your gratitude with a handwritten note, thanking them for their past support and expressing your hope for future engagement in your donor programs.

PERSONALIZED EMAILS:

• Segment your email list to target lapsed supporters who haven’t engaged recently with your donor programs.
• Seek their input and preferences regarding the content they’d like to receive from you and implement their feedback.
• Personalize all communications by addressing donors by their name in the greeting and strategically throughout the email. Avoid generic salutations like “Dear Friend.”

ACKNOWLEDGE GIVING ANNIVERSARIES:

• Keep track of the last donation date for lapsed donors within your donor programs.
• Send a letter or email expressing gratitude for their past contributions and highlight the impact their donations had on your organization’s accomplishments since their last gift.

DEVELOP A PLAN:

• Create a comprehensive strategy for re-engaging lapsed donors, just as you would for your active donors in your existing donor programs.
• Make a genuine effort to understand their preferences and interests in your organization.
• Even if they can no longer donate, consider how they can continue supporting your cause through volunteering, providing feedback, or promoting your nonprofit to their social circles. This approach is one of the most valuable fundraising tips for nonprofits looking to maintain long-term relationships.

REKINDLING OLD FRIENDSHIPS

In the realm of nonprofit development and donor programs, it’s fundamentally about connecting with those who support your organization’s work. Think of lapsed donors as old friends who may have gone without communication for a while. The relationship remains open, and with the right approach, you can rekindle their support for your cause. By implementing these strategies and fundraising tips for nonprofits, you can strengthen your donor programs and build lasting relationships with your supporters.

Ever dream of a steady stream of donations flowing effortlessly into your organization? That's the magic of recurring giving, where supporters choose ongoing contributions instead of one-time gifts. Think of it as a monthly giving program that fuels your mission with reliable, predictable income.

Why It's a Win-Win for Nonprofits:

• Predictable income: Say goodbye to rollercoaster fundraising! Recurring donations provide a stable financial foundation, allowing you to plan and budget with confidence.
• Reduced workload: No more chasing down individual donations. Your team can focus on what truly matters: carrying out your mission and engaging supporters.
• Deeper donor relationships: Recurring donors are your champions, passionate about your cause. Regular communication fosters loyalty and strengthens your community.

Boosting Fundraising with Recurring Giving:

• Effortless giving: Donors love the convenience. They set it up once and forget it, knowing their impact continues.
• Increased giving potential: Smaller, regular contributions add up quickly, often exceeding one-time gifts in the long run.
• Reduced acquisition costs: Retaining existing donors is far cheaper than attracting new ones. Recurring giving keeps your best supporters engaged and invested.

Why Recurring Donors are Your Rockstars:

• Rock-solid loyalty: Studies show 75% of recurring donors stick with their plans for at least six months, many for years.
• Double the generosity: Recurring donors are 75% more likely to make additional one-time gifts within a year.
• Bigger impact: On average, one-time donations from recurring donors are higher, amplifying their overall support.

Building Your Monthly Giving Program:

1. Get tech-savvy: Ensure your donor management system accepts, tracks, and reports recurring donations seamlessly.
2. Make it easy: Prominently display the recurring donation option on your website and donation forms.
3. Automate communication: Send monthly receipts and keep donors informed with targeted updates.
4. Segment your supporters: Tailor your communication to resonate with your recurring donor base.
5. Prioritize user experience: Allow donors to update payment information easily and effortlessly.

Tying The Ask To Your Mission:

This is important enough to call out separately. Don't just beg for money. Make your appeal about your mission. Craft compelling messages that showcase the impact recurring donations have on real lives. Show, don't tell. Share stories of the people your organization helps, the challenges you overcome, and the brighter future you're building – all thanks to the steady support of your monthly donors.

Inviting Supporters to Join the Program:

Once you've branded your program and honed your mission-driven appeals, you can create powerful tools:

• Branded social media assets: Eye-catching graphics and videos that tell your story and explain the program's benefits.
• Email templates: Personalized messages that resonate with different donor segments, highlighting the impact their monthly gift can make.
• Website landing page: A clear and concise explanation of the program, with easy signup options and FAQs.

Finding Your Monthly Champions:

Start by looking within your existing donor base:

• Lapsed donors: Could they give smaller, regular amounts instead of one large gift?
• Gradually increasing donors: Perhaps they're ready for a monthly commitment.
• Periodic donors: They already give multiple times a year. Make it easier for them!
• Engaged volunteers and supporters: They're passionate – invite them to join the giving circle!

Promoting Your Program:

• Targeted email campaigns: Segment your database and send personalized invitations.
• Website call to action: Add a prominent "Join Our Monthly Giving Program" button.
• Social media spotlights: Share inspiring stories of your recurring donors and their impact.
• Post-donation ask: Don't be shy! After a one-time gift, offer the option to join the program.

Connecting and Thanking Your Donors:

• Monthly email receipts: Keep them informed and engaged with regular updates.
• Impact stories and photos: Show them the real-world difference their gifts make.
• Personalized thank-you notes: A handwritten message goes a long way.

Managing and Growing Your Program:

• Track key metrics: Monitor growth, donor retention, and campaign effectiveness.
• Run regular reports: Identify trends and areas for improvement.
• Test and adapt: Experiment with different messaging and outreach strategies.
• Celebrate successes: Recognize and reward your monthly giving heroes!

Remember, a successful recurring giving program isn't a set-it-and-forget-it affair. It's a continuous cycle of nurturing relationships, showcasing impact, and making it easy for your most passionate supporters to fuel your mission one month at a time.

Also, recurring giving isn't just a fundraising tactic; it's a powerful relationship builder. By nurturing your recurring donors, you'll unlock a sustainable source of funding and cultivate a community of passionate supporters who fuel your mission for years to come. So, unlock the transformative potential of recurring giving and propel your mission forward!

Have you ever felt a pang of awkwardness when reaching out to a donor after a long silence? You're not alone. But what if I told you a simple "hello" could have a bigger impact than you think?

A recent study published in the Journal of Personality and Social Psychology explored the power of casual check-ins. Researchers found that even brief interactions – a phone call, a quick email, a thoughtful text – can significantly strengthen connections.

This might seem counterintuitive, especially with donors you haven't spoken to in a while. But the study revealed an interesting twist: the more unexpected the outreach, the greater the positive impact. So, that donor you haven't heard from in years? They might be pleasantly surprised to hear from you!

Why does this work? Remember, humans are social creatures who crave connection. Peggy Liu, the study's lead author, points out that initiating contact, even after a gap, can feel daunting because we worry about how it will be received. But the research suggests our fears are often unfounded. In most cases, people appreciate being remembered and reached out to.

So, how can you apply this to your donor relationships? Here are a few tips:

• Personalize your message: Go beyond a generic template. Mention something specific about their past support or interests.
• Keep it brief and informal: A quick email or text expressing your appreciation and curiosity about their well-being is enough.
• Focus on connection, not just fundraising: While you can mention your organization's current initiatives, prioritize rekindling the relationship.

By reaching out with genuine warmth and interest, you can remind your donors why they connected with your cause in the first place. And who knows, they might just surprise you with their renewed engagement!

Remember, every donor is worth the effort. Don't be afraid to break the silence and build bridges of understanding. You might just discover that a simple connection can pave the way for future support and lasting relationships.

Let’s talk about something deeply personal and incredibly powerful: memorial giving.

When someone loses a loved one, they often want to do something—anything—that feels meaningful in the face of grief. And for many, that means giving back. A well-structured memorial giving program allows people to honor their loved ones while supporting a cause they believe in. It’s a win-win—heartfelt philanthropy meets the vital needs of your nonprofit.

So, if your nonprofit hasn’t tapped into memorial giving yet, it’s time. Let’s walk through how to do it with heart, intention, and impact.

What Is Memorial Giving?

Memorial giving (sometimes called tribute giving) is when people make donations in honor of someone who has passed away. It can take different forms:

• One-time gifts made in memory of a loved one.
• Recurring donations—a lasting tribute that continues year after year.
• Legacy funds set up in someone’s name to support a cause they loved.
• Peer-to-peer fundraising where friends and family raise money collectively.
• Memorial events like charity walks, scholarship funds, or annual giving days dedicated to a lost loved one.

Nonprofits that do this well make it easy for grieving families to direct donations their way—and provide meaningful recognition in return.

Why Memorial Giving Matters

Memorial gifts are not just donations. They are acts of remembrance, love, and legacy. When done thoughtfully, they:

• Provide comfort to grieving families by giving them a way to channel their loss into impact.
• Build long-term donor relationships—many people who give in memory of a loved one become lifelong supporters.
• Create a deeper connection between donors and your cause. A tribute gift isn’t just another transaction—it’s a heartfelt act that strengthens donor loyalty.
• Encourage legacy giving. Someone who donates in memory of a loved one may eventually decide to leave a bequest or establish a named fund.

The potential here is enormous—but only if your nonprofit sets up the right framework.

How to Set Up a Memorial Giving Program That Works

1. Make It Easy to Give

Grieving families don’t have time to dig through your website looking for donation options. They need a simple, clear pathway.

• Create a dedicated memorial giving page. Include an easy-to-use donation form and instructions on how to set up tribute gifts.
• Offer suggested wording so families can include donation instructions in obituaries and memorial announcements. Example:

In lieu of flowers, donations may be made to [Nonprofit Name] in memory of [Loved One’s Name]. Visit [yourwebsite.org/memorialgiving] to donate.

• Make sure it’s mobile-friendly. When someone reads an obituary and clicks the link, your site should work seamlessly on their phone.

2. Recognize Memorial Gifts Thoughtfully

A standard donation receipt? Not enough. These gifts are deeply personal, and your acknowledgment should be, too.

• Send a personalized thank-you note. Mention the loved one by name and share how the gift will make a difference.
• Notify the family (if appropriate). Offer to send them a list of donors who gave in memory of their loved one.
• Consider permanent recognition. A memorial wall, digital tribute page, or named fund can offer long-lasting acknowledgment.

3. Offer Families a Personalized Giving Experience

Some donors may want to do more than just make a one-time gift. Give them options.

• Set up tribute funds. This allows families to create a legacy in their loved one’s name.
• Encourage peer-to-peer fundraising. Let friends and family set up personal fundraising pages to collect donations.
• Offer a way to give annually. Some people may want to make a memorial gift every year on their loved one’s birthday or anniversary.

4. Spread the Word (With Sensitivity!)

Memorial giving should feel personal, not like a marketing campaign. That said, you need to make sure people know it’s an option.

• Share stories. If a family is comfortable, highlight their loved one’s story on your website or in a newsletter.
• Include memorial giving in your annual appeal. Mention it as a meaningful way to give.
• Partner with local funeral homes. Some will include your nonprofit in their suggested charities for memorial gifts.

5. Build Relationships With Memorial Donors

These donors have given in an incredibly personal way—don’t let the relationship end with a tax receipt.

• Check in with the family later. A simple note on the anniversary of their loved one’s passing can mean a lot.
• Invite them to events. Whether it’s a remembrance gathering or just an annual donor appreciation event, keep them connected.
• Offer legacy giving opportunities. Many memorial donors are open to discussing long-term giving when the time is right.

Final Thoughts

Memorial giving isn’t just about fundraising—it’s about honoring lives, strengthening donor relationships, and offering a meaningful way for people to support your cause.

If you don’t have a structured tribute giving program yet, start small. Create a dedicated webpage, refine your acknowledgment process, and make sure families know this is an option. Over time, this will grow into a deeply impactful part of your nonprofit’s fundraising strategy.

And who knows? That one gift in memory of a loved one could be the start of a lifelong partnership with your nonprofit.

Need Help Setting Up a Memorial Giving Program?

If you’re wondering how to integrate memorial giving into your fundraising strategy, we’ve got you covered. Check out our Etsy Shop for exclusive resources and expert guidance from a nonprofit professional who gets it. Get access to trainings, templates, and strategies to help you grow, engage, and fundraise effectively.

Visit us today!