ARTICLE
What Donors Want, What Fundraisers Need
Closing The Retention Gap
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Donor retention isn’t just a number—it’s the pulse of a nonprofit’s long-term impact. Yet every year, fundraisers face the same uphill challenge: keeping donors engaged, committed, and connected to their mission. What’s driving this retention gap? More importantly, how can nonprofits close it?
To get answers, we surveyed 1,000+ donors and over 380 fundraisers to uncover what truly drives donor loyalty—and what’s getting in the way. The results reveal a critical truth: connection is everything, but fundraisers are short on time, tools, and support to make it happen.
Check out the insights below to discover how nonprofits can bridge this gap—through better strategies, stronger relationships, and technology that works for them, not against them.
The message is clear: Retention grows when fundraisers focus on connection, consistency, and systems that ease their workload. Donors don’t just want to feel appreciated—they want to see their impact and feel like part of something bigger. You can download the full infographic here.
The full Mission: Retainable report, launching in February, lays out actionable strategies to help nonprofits build stronger donor relationships in 2025. Until then, the next steps are in front of you: focus on meaningful communication, segment your outreach, and let the right tools save you time so you can focus on what matters most—your mission.
Discover 10 donor retention strategies for 2025 to keep your donors close and connected to your cause.
Don’t miss the full Mission: Retainable report—launching in February.
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