A report by the Urban Institute reveals a decline in donor retention rates from 49.6% to 41.5% between 2004-2011, highlighting the cost-effectiveness of soliciting repeat donations over new ones. Key findings from a survey of 4,018 donors indicate that they prefer personalized updates, acknowledgment via letters, and typically do not respond positively to payback gifts. Additionally, most donors prefer to be asked for donations no more than four times a year and suggest waiting at least seven months before soliciting a second contribution.

1. Repeat Donations Report
What motivates people to give again

2. Abstract
The Urban Institute found that donor retention rates fell to 41.5 percent in
2010-11, down from 49.6 percent in 2004-05. It’s more cost-effective to solicit
donations from people who have contributed than from new donors.
We surveyed 4,018 people to find out what nonprofits can do to motivate them to
donate more than once.
We asked donors the following questions:
• What updates do you want to receive from nonprofits you donate to?
• Is there a preferred method for receiving updates and thanks?
• How soon after receiving a donation should you ask for another?
• How often do donors want to be contacted by your organization?

3. Types of Updates Donors Want to Receive
8%
15%
17%
Impact & success stories
Nonprofit news
Upcoming events
Campaign goal progress
60%
Donors want to know that their donations are being put to good use. Sharing
impact stories is one of the best ways to show them—and it’s what donors want.

4. Preferred Ways to Thank People for Donations
8%
11%
46%
Personalized letter
Email
Social media post
Phone call
35%
Thanking people for their donations is an important step in the nurturing process.
Donors prefer personalized letters in the mail. Few appreciate a phone call.

5. Preferred Type of Public Recognition
13%
31%
26%
Name on charity's website
Mention in annual report
Mention in newsletter
Social media mention
30%
Sometimes donations are worthy of public recognition. When that’s the case,
donors prefer mentions on your website, annual reports and newsletters.

6. Most People Don’t Want Payback Gifts
33%
No
Yes
67%
Sending gifts to donors as thanks or to ask for another donation is a popular
tactic. But the majority of people say they do not motivate them to give.

7. The Best Time to Ask for a Second Donation
16%
28%
21%
Less than 3 months
3 to 6 months
7 to 12 months
More than 12 months
35%
Most people feel nonprofit organizations should wait at least seven months before
reaching out to ask for another donation.

8. How Often You Should Ask for a Donation
41%
46%
3%
1 to 2 times
3 to 4 times
5 to 6 times
7 or more times
Nonprofits should not ask
10%
A significant number of donors feel nonprofits should not ask for another
donation. Of those who feel it’s okay, most prefer to be asked four times or fewer.

9. Read Report
Read about our findings in more detail.
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