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A Guide to Donor Retention

A Guide to Donor Retention

 

A Guide to Donor Retention

On average, about 2 in 10 donors who gave to an organization last year will give to that organization again this year. While it’s great to have some donors
become repeat donors, several nonprofits are missing out on an opportunity to boost their revenue by engaging the remaining 80%. Donor retention is about winning your donors’ trust over time, so they can be motivated to give again. One key reason first-time donors may not give again is the lack of an emotional connection with the nonprofit. If you don’t stay engaged with first-time donors, show your credibility and highlight the continued impact of your organization’s work, it’s only a matter of time before you lose them.

This guide defines donor retention rate, explains how you can calculate your organization’s donor retention rate, and recommends three strategies to help you improve your donor retention. On average, about 2 in 10 donors who gave to an organization last year will give to that organization again this year. While it’s great to have some donors become repeat donors, several nonprofits are missing out on an opportunity to boost their revenue by engaging the remaining 80%. Donor retention is about winning your donors’ trust over time, so they can be motivated to give again. One key reason first-time donors may not give again is the lack of an emotional connection with the nonprofit. If you don’t stay engaged with first-time donors, show your credibility and highlight the continued impact of your organization’s work, it’s only a matter of time before you lose them. This guide defines donor retention rate, explains how you can calculate your organization’s donor retention rate, and recommends three strategies to help you improve your donor retention.

 

The “Guide to Donor Retention” from Fundraising Kit discusses:

  • What is Donor Retention Rate
  • 3 Key Strategies for Improving Your Donor Retention Rate

  • How to Calculate Donor Retention Rate

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selected = false;
for (var i = 0; i < elem.options.length; i++) { if (elem.options[i].selected) { selected = true; break; } } } else { for (var i = 0; i < elem.options.length; i++) { if (elem.options[i].selected && (!elem.options[i].value || (elem.options[i].value.match(/n/g)))) { selected = false; } } } if (!selected) { elem.className = elem.className + ' _has_error'; no_error = false; tooltip = create_tooltip(elem, "Please select an option."); } } else if (value === undefined || value === null || value === '') { elem.className = elem.className + ' _has_error'; no_error = false; tooltip = create_tooltip(elem, "This field is required."); } } if (no_error && (elem.id == 'field[]' || elem.id == 'ca[11][v]')) { if (elem.className.includes('phone-input-error')) { elem.className = elem.className + ' _has_error'; no_error = false; } } if (no_error && elem.name == 'email') { if (!value.match(/^[+_a-z0-9-'&=]+(.[+_a-z0-9-']+)*@[a-z0-9-]+(.[a-z0-9-]+)*(.[a-z]{2,})$/i)) { elem.className = elem.className + ' _has_error'; no_error = false; tooltip = create_tooltip(elem, "Enter a valid email address."); } } if (no_error && /date_field/.test(elem.className)) { if (!value.match(/^dddd-dd-dd$/)) { elem.className = elem.className + ' _has_error'; no_error = false; tooltip = create_tooltip(elem, "Enter a valid date."); } } tooltip ? resize_tooltip(tooltip) : false; return no_error; }; var needs_validate = function(el) { if(el.getAttribute('required') !== null){ return true } if(el.name === 'email' && el.value !== ""){ return true } if((el.id == 'field[]' || el.id == 'ca[11][v]') && el.className.includes('phone-input-error')){ return true } return false }; var validate_form = function(e) { var err = form_to_submit.querySelector('._form_error'), no_error = true; if (!submitted) { submitted = true; for (var i = 0, len = allInputs.length; i < len; i++) { var input = allInputs[i]; if (needs_validate(input)) { if (input.type == 'tel') { addEvent(input, 'blur', function() { this.value = this.value.trim(); validate_field(this, true); }); } if (input.type == 'text' || input.type == 'number' || input.type == 'time') { addEvent(input, 'blur', function() { this.value = this.value.trim(); validate_field(this, true); }); addEvent(input, 'input', function() { validate_field(this, true); }); } else if (input.type == 'radio' || input.type == 'checkbox') { (function(el) { var radios = form_to_submit.elements[el.name]; for (var i = 0; i < radios.length; i++) { addEvent(radios[i], 'click', function() { validate_field(el, true); }); } })(input); } else if (input.tagName == 'SELECT') { addEvent(input, 'change', function() { validate_field(this, true); }); } else if (input.type == 'textarea'){ addEvent(input, 'input', function() { validate_field(this, true); }); } } } } remove_tooltips(); for (var i = 0, len = allInputs.length; i 31 && (charCode 57) && charCode !== 8) { e.preventDefault(); } }); }; var showPhoneInputError = function(inputId) { var errorMessage = document.getElementById("error-msg-" + inputId); var input = document.getElementById(inputId); errorMessage.classList.add("phone-error"); errorMessage.classList.remove("phone-error-hidden"); input.classList.add("phone-input-error"); }; window['recaptcha_callback'] = function() { // Get all recaptchas in the DOM (there may be more than one form on the page). var recaptchas = document.getElementsByClassName("g-recaptcha"); for (var i in recaptchas) { // Set the recaptcha element ID, so the recaptcha can be applied to each element. var recaptcha_id = "recaptcha_" + i; recaptchas[i].id = recaptcha_id; var el = document.getElementById(recaptcha_id); if (el != null) { var sitekey = el.getAttribute("data-sitekey"); var stoken = el.getAttribute("data-stoken"); grecaptcha.render(recaptcha_id, {"sitekey":sitekey,"stoken":stoken}); } } }; _load_script("https://www.google.com/recaptcha/api.js?onload=recaptcha_callback&render=explicit"); var _form_serialize = function(form){if(!form||form.nodeName!=="FORM"){return }var i,j,q=[];for(i=0;i

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