Glossary
Analytics & Forecasting

Cohort Retention Curve

By: Alec Hollingsworth
Updated:  
July 16, 2025

Definition:

A Cohort Retention Curve shows how well a nonprofit retains groups of supporters over time, helping reveal engagement patterns and retention challenges.
A Cohort Retention Curve is a graphical representation that tracks the percentage of supporters, donors, or members who continue to engage with a nonprofit over specific time periods, starting from when they first interacted or donated. By segmenting individuals into cohorts based on their initial engagement date, organizations can visualize retention trends and identify when and why supporters disengage. This insight helps nonprofits analyze the effectiveness of their engagement strategies, measure loyalty, and implement targeted actions to improve long-term supporter relationships. The curve typically displays retention rates over months or years, making it easier to spot patterns and inform fundraising or stewardship efforts.

Key Takeaways

  • Visualizes supporter retention over time
  • Highlights periods when disengagement occurs
  • Informs strategies to boost long-term loyalty
  • Helps segment supporters for targeted outreach

Why It Matters

It helps nonprofits analyze supporter loyalty and improve engagement strategies for better retention.

Real World Example

Imagine a nonprofit that welcomes new donors every January. By grouping these donors into a cohort and tracking how many continue donating in subsequent months, the organization creates a Cohort Retention Curve. After plotting several years of donor cohorts, the nonprofit notices that retention drops sharply after six months. With this insight, the team launches a targeted engagement campaign at the five-month mark, such as a personalized update or thank-you note. Over time, the Cohort Retention Curve reveals improved retention rates, validating the value of timely and tailored communication strategies.

Frequently Asked Questions

What is a Cohort Retention Curve?

A Cohort Retention Curve is a chart that shows how many supporters from a specific group continue engaging with a nonprofit over time.

Why is the Cohort Retention Curve important for nonprofits?

It helps organizations understand when and why supporters stop engaging, so they can adjust strategies to improve retention.

How does Keela help track Cohort Retention Curves?

Keela's analytics tools let nonprofits create and analyze Cohort Retention Curves using their own supporter data for actionable insights.

What insights can nonprofits gain from these curves?

Nonprofits can identify trends, spot critical drop-off points, and develop targeted engagement campaigns to increase retention.

Can Cohort Retention Curves be used for volunteers or members?

Yes, these curves can track retention for any group, including donors, volunteers, or members, to improve overall engagement.

Related Terms

Accessibility Compliance
Automation Trigger in a Nonprofit CRM
Average Gift Size
Board Member Profile
Bounce Rate
CAN SPAM Header

Are You Ready to Grow Faster and Raise More?

TALK TO US
EXPLORE KEELA'S PLANS