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What Is a Good Donor Retention Rate? The Numbers You Need to Know
Discover the benchmarks and metrics that matter most for nonprofit donor retention, and learn how your organization compares to industry standards.
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By improving retention by 0%, you could generate an additional $0 in annual revenue!
See how Keela can help you improve donor retentionUnderstanding this key fundraising metric is the first step to improving it
If you had 500 donors in 2023 and 215 of them gave again in 2024:
Latest industry data from the Fundraising Effectiveness Project (12,504 nonprofits analyzed)
Proven strategies to keep donors engaged and giving year after year
Send immediate acknowledgment within 48 hours of every gift through email or text, followed by a personalized thank you letter within a week. Use the donor's name, reference their specific contribution amount, and express genuine gratitude for their support.
Share concrete examples of how donations make a difference. Use beneficiary stories, photos, videos, and specific metrics to demonstrate results. Donors who understand their impact are significantly more likely to give again.
Divide donors into groups based on giving level, interests, and engagement history. Tailor your messaging to each segment so communications feel relevant and personal rather than generic mass appeals.
Calculate your retention rate regularly and identify at-risk donors before they lapse. Set specific, measurable retention goals and adjust your strategy based on what the data reveals about donor behavior.
Offer multiple convenient ways to give, especially monthly recurring donation options. Donors who give automatically on a schedule are far more likely to remain long-term supporters and often increase their giving over time.
Calculate the revenue impact of better donor retention.
Understanding this key fundraising metric is the first step to improving it.
Retention Rate =
(Returning Donors ÷ Total Donors Last Year) × 100
Example: If you had 500 donors in 2023 and 215 of them gave again in 2024:
(215 ÷ 500) × 100 = 43%
Latest industry data from the Fundraising Effectiveness Project (12,504 nonprofits analyzed).
5th consecutive year of decline (-2.6% YOY)
Only 1 in 5 new donors give again
Loyal donors are 3.5x more likely to return
4th consecutive year of declining donors
Smallest donors face biggest retention challenge
Source: Fundraising Effectiveness Project Q4 2024 Report | Data from 12,504 nonprofits
Dive deeper into strategies and best practices for keeping donors engaged.
Discover the benchmarks and metrics that matter most for nonprofit donor retention, and learn how your organization compares to industry standards.
Learn the step-by-step process for calculating your donor retention rate and understand what the numbers mean for your fundraising strategy.
Explore proven tactics and actionable strategies to improve donor retention and build stronger, more sustainable relationships with your supporters.
Understand the complete donor journey and learn how to create meaningful touchpoints that keep supporters engaged throughout their relationship with your organization.
Proven strategies to keep donors engaged and giving year after year.
Send immediate acknowledgment within 48 hours of every gift through email or text, followed by a personalized thank you letter within a week. Use the donor's name, reference their specific contribution amount, and express genuine gratitude for their support.
Share concrete examples of how donations make a difference. Use beneficiary stories, photos, videos, and specific metrics to demonstrate results. Donors who understand their impact are significantly more likely to give again.
Divide donors into groups based on giving level, interests, and engagement history. Tailor your messaging to each segment so communications feel relevant and personal rather than generic mass appeals.
Calculate your retention rate regularly and identify at-risk donors before they lapse. Set specific, measurable retention goals and adjust your strategy based on what the data reveals about donor behavior.
Offer multiple convenient ways to give, especially monthly recurring donation options. Donors who give automatically on a schedule are far more likely to remain long-term supporters and often increase their giving over time.
Donor retention measures the percentage of donors who continue giving to your nonprofit year over year. It's calculated by dividing repeat donors by last year's total donors, then multiplying by 100. If 45 of your 100 donors from last year gave again, your retention rate is 45%.
According to the Fundraising Effectiveness Project's 2024 report, the average overall retention rate is 42.9%. Repeat donors typically retain at 69.2%, while first-time donors average just 19.4%. Retention rates above 50% are strong, and even modest improvements can significantly impact revenue.
Use this formula: (Donors who gave this year AND last year ÷ Total donors last year) × 100.
Example: 200 donors in 2025, 80 gave again in 2026 = (80 ÷ 200) × 100 = 40% retention rate.
Effective strategies include: prompt acknowledgment of gifts, demonstrating tangible impact through stories and data, personalizing communications based on donor interests, offering recurring giving options, and using donor management software to track engagement and automate follow-ups.
Research shows these approaches can help: timely thank-you messages, regular impact updates, donor feedback surveys, targeted stewardship for mid-level donors, automated donor journeys, and focused cultivation of first-time donors who have the most room for improvement.