Improving Donor Retention: Tips from the Experts

After year-end (even now, entering tax season works!), take all of your donors who gave $1,000 or less—these are the most likely to lapse. For these donors, create a series of four emails, following this framework:

First Email

Thank donors for their gift (make mention of the specific amount they gave last year), and don't be afraid to describe, in detail, how meaningful or helpful the donation was and how it furthered your mission

Second Email

Share your organization's vision and how you want to expand your reach. Tell donors how difficult all of that is to do when you can't plan well. But with the runway and funds, your nonprofit can not only ensure your main programs are covered, but you can also start to budget and plan for your moonshot. Tell them this runway is created by people in your monthly giving program. Invite donors to, instead of giving the same amount as last year, give that amount divided by 10 and become a monthly sustainer this year.

Third Email

Tell donors more about your monthly giving program, how you communicate with members, and information on donor benefits. Share the value proposition of why a small, consistent monthly gift is more powerful than a larger one at the end of the year.

Fourth Email

Remind your donors of all that your organization accomplishes through your current programs through their partnership. Remind them of the vision you shared in the second email. Propose that, if they join your giving program, you don't have to pick between which one to make happen. The power of a monthly, consistent gift means you can continue to fulfill your programs while having the space and support to plan how to make your long-term vision a reality.