Most Donors Don’t Disappear. They Drift.

The data tells one story, but the inbox tells another.

According to the Fundraising Effectiveness Project, new donor retention has dropped to 19.4%, the lowest it’s been in years. It’s not because generosity is in short supply. It’s often because the conversation ends too soon.

In many organizations, the first donation is followed by silence. A thank-you goes out. Then, nothing. No sense of what the gift made possible. No invitation to stay connected. No reminder that giving was just the beginning.

At the same time, some nonprofits are growing at remarkable rates. According to Raisely’s 2025 Benchmarks Report, the most successful are expanding 75% year-over-year. Their advantage? Follow-through. They treat new donors like new relationships: something to be nurtured, not just noted.

Retention Starts with Hello

Raisely’s latest report revealed several patterns worth paying attention to, especially for organizations focused on long-term growth and engagement.

1. Top growth was linked to intentional execution.
   In the top 5% of nonprofits, year-over-year fundraising grew by 267%. These weren’t flukes or flares. They were the result of structured campaigns and repeatable systems that welcomed people in and kept them close.
2. Retention ranked as a core strategy, not an outcome.
   Among fast-growing orgs, donor retention wasn’t just something they hoped would happen—it was something they built for. And it began with the first interaction.
3. The “welcome moment” continues to be overlooked.
   Most donors expect a welcome message. Many never receive one. Raisely found that emails sent within 24 hours perform 2X better than those sent later—yet nearly half of orgs delay or skip this step entirely.

Design the Start of the Relationship

When someone makes a first gift, they’re not just supporting your mission—they’re stepping into a new connection. What happens next sets the tone for everything to come. The organizations building lasting loyalty are intentional about those early steps.

Onboarding is a journey, not a receipt.
A well-paced welcome series can also serve as an introduction to your organization, highlight mission and milestones, and offer a few next steps to meet folks where they are.  

Some orgs use a simple three-touch structure:

• Day 0: A heartfelt thank-you paired with a glimpse into the work their gift supports.
  
  
• Day 3–5: A follow-up that reflects the donor’s motivation and invites further connection.
  
  
• Day 7–10: A next step that fits—joining the community, meeting a match, or going monthly.
  
  

Early insights shape better relationships.
Asking one thoughtful question—Why did you give?—can be the one simple act that opens the door for future engagement. The most engaged donors often feel seen long before the second ask.

Momentum matters.
There’s a moment right after someone gives when they’re still tuned in. That window is short. Reaching out while the intent is fresh makes the message feel timely, not transactional.

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