First Gifts are Cute. Second Gifts are Better.

Are you doing enough to keep your donors once they are in the door?

Retention is where real sustainability begins. Here are 6 essential elements of ensure your approach is built to last.

1. Welcome early.

Make your new donors feel seen, appreciated, and excited to be part of something meaningful.

They chose you — in a sea of options — and that matters. So, welcome them right away, and show them how their gift is already making a difference.

Let them know what to expect as part of your community and remind them they’re not just giving — they’re doing something powerful.

2. Lead with monthly.

Encourage donors early in their relationship to convert to monthly giving by highlighting the stability and greater impact it provides for the organization. This is a natural ask for donors who have recently made their first gift and are new to your community.

3. Show gratitude.

Don’t treat gratitude as a transactional touch point — make it a strategy.

Sincere, timely acknowledgements help deepen relationships and build trust. When was the last time you took a good, hard look at your acknowledgement cadence, segmentation, and messaging?

4. Share impact.

When donors can see the real difference their support is making, they are more likely to keep giving.

Don’t wait until an annual report to tell them how they are making a difference. Share stories, stats, photos, and updates often throughout your communications.

5. Personalize communications.

Tailor your messages based on donors’ giving history, how they first connected with you, or their specific interests.

Including a quick reminder of when they last gave — and the impact that gift made — makes your outreach feel personal and relevant, not generic.

6. Don’t be afraid to try new things.

Retention isn’t one-size-fits-all. What worked in the past might need a refresh — or sometimes a full reboot.

Stay curious, keep learning, and be ready to adapt as you go.

It can feel scary to put something brand new into the market — but continuing to use old controls for fear of taking risk could be holding you back.

Looking for some more personalized tips to improve donor retention? Connect with us here!