This document summarizes strategies for increasing donor retention rates. It discusses why donor retention is important, as retaining donors costs less than acquiring new ones. Common reasons why donors lapse or stay are examined based on past studies. Five strategies for improving retention are then presented: 1) segmentation of donors into groups, 2) using personal touches like phone calls, 3) cultivation of donors over time, 4) gathering feedback from donors, and 5) asking donors for renewed support earlier than usual. An example nonprofit that improved its retention from 35% to 48% using donor relationship software is also provided. The presentation aims to help nonprofits better understand and implement donor retention best practices.

1. MARCH 8TH, 2023
5 Ways to Build
Relationships and
Increase Donor
Retention
Margie Worrell, Curriculum Manager

2. Margie Worrell
Margie Worrell is the Curriculum Manager at
Bloomerang. She serves on the board of the Peace
Learning Center in Indianapolis, and has worked
extensively with nonprofits as both a staff member
and a lead volunteer. Her passions include education,
theatre, her two children and her two small dogs.
Curriculum Manager

3. Agenda
Wednesday, March 8th
1.
2.
3.
4.
Welcome
Quick Glance at Donor Retention
Why Donors Lapse & Why Donors Stay
5 Donor Retention Strategies
5. How Bloomerang Can Help
6. Q&A

4. A study of donor retention

5. Poll

6. All Donors in
Year #1
Return Donors in
Year #2 Donor
Retention
% Rate

7. Average Donor Retention Rates
Over the past few years
45.1% 47.2%
44.6% 45.4% 43.6%
41.6%
2016 2017 2018 2019 2020 2021
0%
10%
50%
40%
30%
20%
Source: Fundraising Effectiveness Project

8. Source: Fundraising Effectiveness Project
18.6%
First Time
Donors
41.6%
Average
Donors
(all donors,
all gifts)
60.7%
Repeat
Donors
Average Donor Retention Rates
As of Jan 2022

9. Cost of Donor
Acquisition vs.
Donor
Retention
It’s easier and cheaper to
retain a donor than it is to
acquire one Cost Per
Acquisition
5X
Cost per
renewal
Cost Per
Acquisition
2-3X
Initial donation
amount
Renewal Response
Rates
20-30X
Higher than
acquisition
response rates
Source: Fundraising Effectiveness Project

10. Why Donor Retention is Important
Original Retention Rate: 41%
Grand Total: $820,859 Grand Total: $1,277,208
Total Savings: $456,349
Improved Retention Rate: 51%

11. Why donors lapse

12. Why Donors Stop Giving
2001 study by Adrian Sargeant
5% - Thought charity did not need them
8% - No info on how monies were used
9% - No memory of supporting
13% - Never got thanked for donating
16% - Death
18% - Poor service or communication
36% - Others more deserving
54% - Could no longer afford
INSIGHT: We can make
a meaningful impact
on the above reasons!

13. Why donors stay

14. Why Donors
Keep Giving
2011 study by DonorVoice
1. Donor perceives organization to be effective
2. Donor knows what to expect with each interaction
3. Donor receives a timely thank you
4. Donor receives opportunities to make views known
5. Donor feels like they’re part of an important cause
6. Donor feels his or her involvement is appreciated
7. Donor receives info showing who is being helped
ACTION: What is your thank you turnaround time?

15. What
Subscription-
based Donors
Tell Us
Source: IU Lilly School of Philanthropy
52% - Stories and experiences shared by the people
my gifts have helped
32% - Frequent updates about organization’s
programs and services
32% - Emails with my donations impact and heartfelt
thank you(s)
25% - Educational and interactive webinar series
related to the organization’s mission and impact areas
Preferred communication and content
from nonprofit organizations they
support
INSIGHT: Stories, heartfelt
thank yous and impact-based
communications lead the way!

16. 5 Donor Retention Strategies
1. Segmentation
2. Personal Touch
3. Cultivation
4. Feedback
5. Ask Earlier

17. 1. Segmentation

18. Strategy 1: Segmentation
$17,000 generated from one email campaign split three ways

19. Our favorite segments…
● First-time donors
● Monthly donors
● Lapsed donors
● Volunteers who have never donated
● Donors who have shared feedback
● Social media followers who interact with you
● Long-term donors
Develop a message theme for each segment

20. 2. Personal Touch

21. Strategy 2: Personal Touch
Personal emails, phone calls, or video

22. Phone calls work
Research into the efficacy of phone calls to first-time donors
First-time donors who get a personal thank you within 48 hours are
4x more likely to give a second gift.
(McConkey-Johnston International UK)
A thank-you call from a board member to a newly acquired donor
within 24 hours of receiving the gifts will increase their next gift by 39%.
(Penelope Burk)

23. Phone calls to first-time donors
Increases retention, speed-to-second-gift, and average gift amount

24. Phone calls to first-time donors
Increases retention, speed-to-second-gift, and average gift amount

25. Phone calls to first-time donors
Increases retention, speed-to-second-gift, and average gift amount

26. The personal touch works
Stewardship buoyed YoY customer growth in 2020

27. 3. Cultivation

28. Poll

31. 4. Feedback

32. Strategy 4: Feedback
Understand your donors

33. 5. Ask Earlier

34. Strategy 5: Ask Earlier
Don’t be afraid to ask again!
We saw that the vast majority of donors who ever give
again do so within the first 18 months:
87% of donors who make a second gift do so in the first 18 months.
70% do so within the first year.
45% do so within the first 6 months.

36. Donor Retention Success Story
Coburn Place Safe Haven
35% Donor retention rate before Bloomerang
48% Donor retention rate now

37. Donor Retention Success Story
Coburn Place Safe Haven
“Quality of constituent communication has definitely
improved! We are able to record notes and see who
donors are and their histories with the organization.
It’s led to better segmenting and personalizing of the
donor experience.”
Julie H., Assistant Development Director.

38. Demo

39. Would you like a follow-up to learn
more about how Bloomerang can
help you and your organization?
POLL

40. Thank you