Industry Insights: The Retention Doctor Is in the House

Right now, savvy nonprofits are focused on donor retention. But how? Adrian Sargeant, the Robert F. Hartsook Professor of Fundraising at Indiana University, breaks it down in “Donor Retention: What Do We Know and What Can We Do About It?”. I recommend reading his paper yourself, but until then, here are the key factors in donor retention:

• Loyalty: Key loyalty drivers include donor satisfaction, identification, commitment, and trust. For example, giving a monthly donor an identity like “Faithful Friend” can reinforce feelings of commitment and support increased loyalty.
• Triggers: Triggers are events and experiences that cause donors to re-evaluate their giving. Some triggers, like a change in a person’s financial health, are outside of your control. One trigger you can control is donor experience. A positive experience with an organization can be powerfully motivating. (The inverse is also true!)
• Value determinants: Often, a person gives because being generous reinforces their sense of self-worth and connection to others. A donor may give to enjoy feeling like a good person who is aligned with people doing good work.

Consider the questions the donor asks: How connected do I feel to the organization? Has a specific experience influenced my giving? How do I benefit from giving? At TrueSense, our animal care strategy answers several of these questions.

• Our January renewal package supports loyalty by reinforcing identification: Donors are called Giving Champions.
• In April, August, and December, we leverage match campaigns that signal value and association with leaders in the community.
• Our May Needs Assessment campaign asks donors for their input, strengthening their loyalty and building trust.
• Our donor milestone series responds to donor behavior and triggers engagement at key points in the donor’s journey, signaling their value and the importance of their support.

I hope this brief overview inspires you to create an even deeper connection with your donors!