Why Donors Don’t Give Second Gifts (And How You Can Improve Your Chances)

Donor retention should be at the forefront of every fundraiser’s mind. Your ultimate goal when raising funds is bringing donors—who feel committed to your mission and want to continue donating year after year—to the table.

Simply put, your job is easier when you know you can count on a group of loyal donors time after time.

But how do you get donors to remain committed to your organization?

If you are a seasoned fundraiser, you may be familiar with the Harvey McKinnon quote that summarizes donor retention. “Donor loyalty is not about the donor being loyal to you, it is you being loyal to the donor.”