Glossary
Donor Management

Donor Acquisition

By: Alec Hollingsworth
Updated:  
July 2, 2025

Definition:

Donor acquisition is the process of attracting and securing new supporters to contribute to a nonprofit organization.
Donor acquisition refers to the strategies and actions a nonprofit organization uses to attract new individuals, foundations, or corporations who have not previously contributed to the organization. This process typically involves identifying potential supporters, cultivating relationships, communicating the organization's mission, and encouraging initial gifts through targeted campaigns and outreach. Effective donor acquisition not only increases the size of an organization’s supporter base but also introduces new sources of funding and engagement. Successful donor acquisition requires a mix of marketing, relationship-building, and data-driven decision-making to ensure that outreach efforts are efficient and achieve the desired growth in donors.

Key Takeaways

  • Donor acquisition is essential for nonprofit growth.
  • It involves identifying and engaging new supporters.
  • Effective strategies combine outreach, marketing, and data analysis.
  • Successful acquisition leads to increased funding and community impact.

Why It Matters

Acquiring new donors is critical for sustaining and growing a nonprofit’s impact and funding base.

Real World Example

A local animal shelter wants to expand its donor base to fund a new adoption center. They launch a social media campaign targeting pet lovers in their city, host an open house event, and partner with local businesses for co-branded fundraising efforts. By collecting contact information and promptly following up with personalized thank-you notes and information about their mission, the shelter successfully converts many first-time attendees and online supporters into new donors. These efforts not only bring in immediate donations but also lay the groundwork for long-term relationships.

How Keela Helps

Keela’s donor management tools help nonprofits streamline the donor acquisition process by tracking outreach efforts, segmenting prospects, and automating communications. With Keela, organizations can leverage data insights to identify and engage new supporters more effectively, optimizing their acquisition strategies for greater success.

Frequently Asked Questions

What is donor acquisition?

Donor acquisition is the process of attracting and converting new supporters who have not previously donated to your nonprofit organization.

Why is donor acquisition important for nonprofits?

It is vital for expanding your supporter base, increasing funding diversity, and ensuring long-term organizational sustainability.

What are common strategies for donor acquisition?

Common strategies include targeted marketing campaigns, social media outreach, hosting events, and leveraging data to identify likely supporters.

How can Keela help with donor acquisition?

Keela provides tools to track outreach, segment prospects, and automate communications, making the donor acquisition process more efficient and effective.

What’s the difference between donor acquisition and retention?

Donor acquisition focuses on gaining new donors, while retention is about keeping current donors engaged and giving over time.

Related Terms

A/B Test
Accessibility Compliance
Acknowledgement Letter
Address Verification
Affiliation
Archiving Historical Donor Data

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