Six Tips You Can Use to Increase Donor Retention

|5 min read Donor Engagement

Donors who repeatedly give to your organization are a crucial part of your donor base and can greatly affect your yearly funding. Encouraging recurring giving is all about building donor relationships and showing appreciation for what your donors have already contributed. This will ensure your nonprofit is top of mind when they’re ready to make another charitable donation, in turn helping you increase donor retention.

Join GoFundMe Charity

Donor retention strategies you can start using right now

Let’s dig into a few tips you can use to make sure you’re capturing donors who may want to grow their commitment to your nonprofit.

1.  Offer recurring donations

This tip might sound too simple, but not every nonprofit realizes they can add the functionality of recurring donations to their pre-existing checkout process. If your organization doesn’t currently offer this feature, you may be missing out on capturing countless recurring donors. Don’t give your supporters just one option when it comes time to make a donation. Instead, make sure you’re using all of the functionality available and offer recurring donations to your supporters.

2. Ask for recurring donations

For many nonprofits, enabling an automatic monthly or annual donation feature or is as far as they take it. They hope the inclusion of this feature at checkout will be enough to convince donors, but many people may need some warming up to the idea before clicking that donate button.

In your emails, on your website, and even in your social media posts, specifically call attention to recurring donations. Sometimes, all it takes is a clear call-to-action to spark something in your donors that compels them to make monthly donations to charity.

3. Encourage recurring giving around big holidays

If you’re like most nonprofits, the holiday season ignites your community’s generosity and helps you raise a good portion of your annual funding for your cause. According to Jessica Schneider at 92nd Street Y, the cultural center that spearheaded the #GivingTuesday movement, the reason that charitable giving is up during this period is because people seek an escape from negativity during the holidays.

Data also supports this theory. Holiday contributions to nonprofits have steadily grown, with 61% of donors saying they’re more inspired to give during the holiday season than any other time of the year. Imagine if the donors who gave on #GivingTuesday and over the holiday season continued to give throughout the entire year. By spreading your nonprofit’s mission and making recurring donations an integral part of your holiday fundraising strategy, you can encourage year-round contributions.

4. Show the impact of a monthly donation 

Creating an emotional appeal when asking for a recurring donation is just one donor development strategy you can use to increase monthly donations. Highlight an individual person, animal, child, or need that your cause has helped. Then, take it one step further by explaining the impact of a one-time gift versus a year-long commitment as it pertains to the particular story you’re sharing.

Don’t forget to represent your donors in your messaging. For instance, create messaging for first-time donors, as well as messaging that speaks directly to long-time donors. Appealing to these groups differently will lead to more engagement, and will highlight the action you’re encouraging them to take.

5. Explain that even small, monthly contributions count

To shine a light on how manageable weekly or monthly contributions can be, try sharing a simple example with supporters. For the price of one latte a week, for example, your supporters could give a contribution that would make a huge impact on your cause over the course of the year.

Simply share a photo of a latte—or whatever gets your point across—on your social media channels with a caption explaining this message. Your supporters may begin to see how they can find room in their wallets to support your cause year-round.

6. Show  your appreciation

According to a report released by Nonprofit Network, 93% of donors said they would likely give again if they received a personal thank-you note shortly after donating. It’s crucial to make sure donors feel appreciated throughout the entire fundraising campaign and not only at the time of their first donation. When you can recognize donors and make them feel appreciated, they’re more likely to continue becoming more involved with your organization in all kinds of ways.

Start bringing in monthly supporters right now

Regular weekly, monthly, and yearly contributions from supporters are crucial to the health of your nonprofit. And when it comes to tracking donations and reviewing valuable donation analytics, GoFundMe Charity has you covered. Our charity platform makes it simple to increase regular contributions and bring in new supporters—all without subscription fees, platform fees, and contracts. Sign up for a charity fundraiser today.

Sign up with GoFundMe Charity