Retaining First-Time Donors
- Michelle Crim, CFRE
- 2 days ago
- 2 min read
Every new donor represents more than a single gift. They represent potential. Potential for sustained support, deeper engagement, and long-term impact. But according to the Association of Fundraising Professionals (AFP), fewer than 20 percent of first-time donors give again without follow up. That second gift is critical. Once a donor gives a second time, their retention rate increases significantly.
Nonprofits that want to grow sustainable revenue need a clear strategy for turning first time givers into loyal supporters.
Start With a Strong Welcome
First impressions matter, so a prompt and thoughtful thank you sets the tone for the relationship.
Send a personalized acknowledgment within 48 hours. The Association of Donor Relations Professionals recommends this timeframe as a best practice for reinforcing trust and gratitude. Include the donor’s name, gift amount, and a sincere thank you. Additionally, a simple handwritten note or phone call from a board member or volunteer can make a lasting impression.
Share the Impact Clearly and Quickly
Donors want to know that their gift made a difference. When organizations don’t communicate the impact, donors often assume their gift didn’t matter.
According to Candid, formerly known as GuideStar, donors are more likely to give again when they understand how their contribution helped. Share short stories, photos, or updates that tie directly to the donor’s gift. A message like “Look what you helped us do” reinforces the value of their support.
Engage Between Asks
Retention is built through consistent connection, not repeated solicitations.
Create non-ask touchpoints throughout the year. This might include newsletters, videos, behind-the-scene updates, or invitations to informal events. Ask for feedback, conduct a quick survey, or simply share good news.
Stay connected without always asking for another donation.
Ask for a Second Gift Thoughtfully
Timing matters. AFP research shows that donors who give a second time within 90 days are far more likely to continue giving.
When you ask again, make it personal. Reference their first gift. Connect the ask to a specific project, need, or impact. Avoid generic appeals and make giving feel meaningful and easy.
Track and Improve
Use your donor database to monitor key metrics:
• First time donor retention rate
• Time between first and second gift
• Response rates to communications
Compare your numbers to benchmarks from AFP’s Fundraising Effectiveness Project. These insights can help you improve your approach over time.
While retaining first time donors doesn’t require a big budget, proactive intention is key. Say thank you. Show impact. Stay in touch. Ask again with care. These simple actions can turn one-time gifts into lasting support.
Cheers,
Michelle Crim, CFRE
Dynamic Development Strategies can help. We offer coaching, grant writing, and fundraising services for our nonprofit clients. We specialize in small to mid-size organizations because we understand your challenges. Please contact us for more information.
Comments