7 Donor Retention Strategies for Nonprofits in 2025

September might feel too early to think about donor retention, but if you wait until January, you’ve already lost the chance to influence next year’s numbers. Retention isn’t something you measure after the fact; it’s something you build in the moment, especially during year-end, when so many supporters are engaging with your nonprofit.

The good news? By taking deliberate action between mid-September and December 31, you can not only secure gifts in 2025 but also lay the foundation for donors to give again in 2026. Here are seven effective strategies to make sure this year’s donors don’t become next year’s lapsed names on a spreadsheet.

1. Segment Your Donors (in Appeals and Stewardship)

Segmentation is the single most effective way to keep donors engaged. It’s not just about slicing your list for appeals; it’s about tailoring cultivation and stewardship as well. For example:

• Send new year-end donors (NDEOYs) welcome-style follow-ups that help them feel part of your community.
• Tailor messaging for lapsed reactivations so they feel seen, not forgotten.
• Create unique touchpoints for multi-channel responsive donors who engage across email, ads, and mail.

Segmentation ensures donors don’t just get asked; they get acknowledged in ways that make them want to stick around. For more tactical ideas to implement this fall, check out our Nonprofit Fundraising Best Practices: A Comprehensive Guide & Checklist.

2. Personalization That Feels Authentic

Personalization is no longer a novelty; it’s an expectation. But it needs to go deeper than “Dear [First Name].” True personalization means:

• Referencing a donor’s giving history (“Your gift last December helped shelter three families”).
• Aligning with their interests (“As someone who signed our climate pledge…”).
• Acknowledging their preferred channels (email vs. text vs. ads).

Authenticity is the key. When personalization feels forced or formulaic, donors tune out. But when it feels real, it strengthens the bond and makes retention far more likely. To tailor your messaging more effectively, explore Unlocking Donor Psychology for Nonprofit Fundraising for insights into donor motivations and engagement styles.

3. Leverage Behavioral Data to Guide Messaging

Your donors’ digital behaviors leave behind powerful clues. Ignoring them is like ignoring a treasure map.

• Clicker–Non-Donors — They clicked through to your form but didn’t give. A gentle nudge can tip them over the line.
• Non-Opener Resends — Resending with a new subject line can capture 10–20% more engagement.
• Super Consumers — People who open and click everything but haven’t given yet are perfect candidates for their first small “trial” gift.

When you acknowledge behavior, you’re showing donors you notice how they engage, and that makes them more likely to stick with you.

4. Experiment with AI-Driven Insights

AI is no silver bullet, but it can give fundraisers an edge in retention. We’ve seen nonprofits use AI to:

• Predict which donors are most likely to lapse and intervene early.
• Optimize subject lines or send times for higher engagement.
• Recommend content based on past donor behavior.

The key is to let AI surface insights while humans make the judgment calls. Used responsibly, AI can help you focus time and energy where it matters most for keeping donors engaged.

5. Frame This Year’s Case for Support in a Multi-Year Context

Too often, nonprofits treat year-end gifts as one-off transactions. But donors are more likely to stay when they understand how this year’s gift fits into a larger story.

That means framing your case for support not just around 2025 needs, but also around 2026 goals. For example:

• “Your gift this December will help launch our new program in January.”
• “By investing now, you’ll be part of the foundation for our 2026 campaign.”

Donors respond well when they see continuity. You’re not just asking for money — you’re inviting them to join a longer journey.

6. Renew Lapsed and Deeply Lapsed Donors with Digital-First Tactics

Retention isn’t only about keeping this year’s donors. It’s also about bringing back those you’ve lost.

• Lightly Lapsed Donors (12–24 months) — Often just need a reminder of their last gift’s impact.
• Deeply Lapsed Donors (24+ months) — May need a fresh approach, like a “welcome back” campaign or a digital ad reintroduction.

Digital tools make this easier than ever (think: retargeting ads, personalized emails, and triggered automations). For more ideas on how to coordinate your channels and reach donors where they are, explore One Campaign, Many Fronts: Why Smart Nonprofits Are Tearing Down Channel Silos.

7. Set Clear Retention Benchmarks and Measure Against Them

Finally, you can’t improve what you don’t measure. Industry averages show:

• New donor retention rates often hover below 30%.
• Repeat donor retention rates can climb above 60%.

But your benchmarks may vary, and that’s fine. The point is to set benchmarks and track against them. Look not just at annual retention, but also at digital indicators, like open rates, click rates, and form completions. These leading signals can help you spot retention risks early and make adjustments before it’s too late.

Retention is a Year-End Mindset

Donor retention isn’t a January 1 report card. It’s a strategy you start in September, build throughout the fall, and measure into the new year.

By segmenting wisely, personalizing authentically, using behavioral data and AI, framing multi-year cases, reactivating lapses, and setting clear benchmarks, nonprofits can move retention from a worrying statistic to a growth strategy.

Because at the end of the day, retention isn’t just about keeping donors — it’s about building relationships that last.

Want expert support to improve your year-end retention strategy?

Let’s work together. Our team specializes in helping nonprofits build deeper donor relationships and grow long-term impact.