Those who work in the nonprofit space know how much effort goes into winning a new donor. The real challenge, however, is keeping them. Donor retention, the percentage of last year’s donors who donate again this year, is alarmingly low across the sector. The average donor retention rate for nonprofits is only around 40-45%, and for first-time donors, it’s often just 20%. The vast majority of new supporters never give again, making donor retention essential for sustainable fundraising.
While many organizations pour resources into donor acquisition strategies, investing in donor retention strategies is worth the effort as well. What is a good donor retention rate? Many nonprofits strive for 50-60% or higher. That may sound daunting, but if you’re wondering how to increase retention rate, one simple practice can make a world of difference: speedy thank you calling.
The 48-Hour Thank You Call Rule
Fundraising experts often emphasize the “48-hour rule,” reaching out to donors with a personal thank you within 24 to 48 hours of receiving their gift. Why the rush? Because timing matters. A donor’s sense of satisfaction is highest in the first few days after giving, so a prompt, heartfelt call can reinforce those positive feelings. And in today’s impersonal digital age, a live phone call stands out as a warm, personal touch that cuts through the noise. It shows the donor that their contribution truly matters to your organization. On the other hand, if you wait weeks or months to express thanks, you risk donors feeling forgotten or forgetting about your cause altogether.
How Thank You Calling Increases Donor Retention
A quick call to say “thank you” might seem simple, but its impact on donor retention and future giving is dramatic. One study found that first-time donor retention jumped from about 33% with no call to 41% with one call, and up to 58% with multiple calls.
It’s clear that thank you phone outreach isn’t just a polite gesture. It’s one of the most effective donor engagement strategies to improve loyalty. By making donors feel valued, you increase the likelihood they’ll continue to give and even give more.
Tips for Effective Thank You Calling
Implementing the 48-hour rule is easier than you think. Here are a few tips to get you started:
- Call promptly: Aim to call within 24-48 hours of the donation; the sooner you reach out, the more meaningful it is. If you miss them, leave a friendly voicemail so they still hear your thanks.
- Be personal and genuine: Have a real person from your nonprofit (staff, volunteer, or even a board member) make the call, and keep it conversational. Use the donor’s name, mention how their gift will help, and express sincere gratitude.
- Focus on gratitude, not money: This isn’t the time to ask for another donation or delve into a lengthy pitch. In fact, avoid making any ask during a thank you. Keep the conversation centered on thanking the donor. By dedicating the call solely to appreciation, you build goodwill that can open the door to future support.
By making thank you calls a routine, you show donors you value their contribution, and that goes a long way toward fostering loyalty.
How AnswerNet Nonprofit Can Help
Speedy thank you calling is a simple but powerful donor retention strategy. It addresses a common pain point, losing donors after the first gift, with a human touch that donors appreciate.
Building strong donor relationships takes time and consistency. AnswerNet Nonprofit can partner with your organization to ensure no donor thank you ever falls through the cracks. Our team provides prompt, personalized contact center services so you don’t miss thanking your donors within that crucial 48-hour window, without overburdening your staff. Let us help you deliver the kind of timely, heartfelt gratitude that keeps your supporters engaged and coming back year after year.
