Getting first-time donors to stick around is hard. Only 23% of donors who made their first online gift in 2023 gave again in 2024. That means 77% of your newly acquired donors may have walked away after just one contribution.
Why it matters
New donor retention represents your organization's biggest untapped opportunity. You're already investing in acquisition through ads, email campaigns, and outreach. When most of those donors disappear after their first gift, you're essentially pouring resources into a leaky bucket.
Repeat donors are critical to the bottom line, with an average 61% retention rate. Fresh support matters for growing your movement, but so do those deeper connections that transform one-time supporters into committed advocates.
Learn how we use AI to boost recurring donations by more than 27%.
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