Led by Brie Aguila (picture right, top), Assistant Vice Chancellor for External Relations, University of Colorado Anschutz Medical Campus, Keri Kallaway (pictured right, below), Vice President, Donor and Volunteer Engagement, Children’s Hospital Colorado Foundation

Do you know your organization's donor retention rate?
A 2021 survey found that nationally, the average retention rate is 45%. It probably comes as no surprise that it's much more expensive to acquire new donors than it is to retain your current donors. Local experts Keri and Brie share ways they've worked to increase retention at their organizations along with best practices from the Association of Donor Relations Professionals (ADRP). 

Highlights + no. 

• Replacing a donor can cost up to seven times the amount of keeping an existing one.

• Retain your donors by following the Rule of Seven: create 7 opportunities or touch points with your donor before the next ask.

• Penelope Burk's research found that a nonprofit will lose 77% of first-time donors if not thanked within 48 - 72 hours.

Planning for & Measuring Success

One easy way to track your donor's experience is to think about all of the experiences, opportunities, and communications you have with your donors: (1) core stewardship; (2) recognition; (3) regular stewardship; (4) events; (5) communications, etc. Then, use columns to track which touch points apply to each donor, level, or group.