Most First-Time Donors Do This Next. Do You Know What It Is?

If you’re a small nonprofit, you’ve probably noticed a pattern: a donor makes their first gift, and a year later… crickets. That’s not just your experience — it’s the reality for lots of organizations.

Across the sector, only about one in five first-time donors makes a second gift the following year. One recent benchmark study found that just 19–20% of new donors gave again within a year of their first gift. That means roughly 80% of first-time donors never come back unless something changes in how you build that relationship.

Even other research pegs first-time donor retention near 18–25%, while repeat donors stick around at much higher rates (often 60–70%+).

That gap is huge — and it’s exactly why you should care.

Why Retention Beats Chasing New Names

Here’s why keeping first-time donors around is such a nonprofit priority:

• It’s cheaper than acquiring new donors: Bringing in fresh supporters takes time, energy, and sometimes budget, whereas keeping an existing supporter engaged usually costs far less.

• Repeat donors give more over time: Once a donor comes back for a second gift, their likelihood of sticking around long-term jumps dramatically — and retained donors tend to give more, year after year.

• Loyal donors become advocates: Someone who feels seen and appreciated is more likely to share your mission with friends, follow you on social media, and participate in events — all of which spreads your impact.

Retention gives you stability, predictability, and a base of supporters who believe in what you do.

Small Nonprofit, Small Team? Build your Culture of Philanthropy.

Stewardship doesn’t have to live in the ED’s inbox alone. Below are four low-capacity ways to scale the effort:

Phone Parties

Invite your Champions (board members and key volunteers) to reach out to first-time donors with a simple thank-you call. Be sure to let your Champion know they are calling a first-time donor and any other specific information (did they give to a specific program, etc.). Personalized, human voices go a long way in building loyalty and can raise retention significantly.

Handwritten Notes from Champions

Create small clusters of donors for board members to thank by mail. A dozen notes a month adds up fast and makes donors feel seen.

Invite New Donors to Events

Whether it’s a coffee, an open house, or a volunteer day, invite your first-time donors to connect beyond their gift. Taking part in your mission in person builds belonging.

Impact Ambassadors

Train a few volunteers to share impact stories on social media or in newsletters. That keeps your community feeling vibrant and makes donors more likely to stay engaged.

If your capacity is limited, your donor retention plan doesn’t have to be fancy. It just needs consistency and intention.

1. Thank People Fast and Make it Personal

Send a thank-you within 48 hours of the gift. Studies show that donors who get that quick acknowledgment are many times more likely to give again.

Be intentional with your personal touches:

• Handwritten cards

• A short, impact-focused email explaining what their support made possible

These don’t take huge resources — just habit and heart.

2. Build a Simple Stewardship Sequence

Instead of one “thanks,” plan 2–3 touches in the first 60–90 days:

• A welcome email or letter that tells your story and how their gift matters

• A story of hope snapshot (photo + short story)

• A casual follow-up message a few weeks later

This kind of sequence moves people from a transactional gift to feeling like part of your community.

3. Track and Segment Your Donors

Even a basic donor database helps you separate first-time donors from repeat ones. That way you can tailor outreach instead of sending everyone the same message.

4. Show Real Impact

Your donors want to know their dollars did something meaningful. Sharing a real outcome — even a simple story with a photo or quote — reassures them that giving again matters.

5. Ask Again — Thoughtfully

A second ask isn’t pushy if it’s framed as an offer to deepen their impact, especially after you’ve shown results. Many donors who give a second gift go on to stay longer.

Treat That Second Gift Like Gold

The difference between losing and keeping a donor usually boils down to simple human connection.

Instead of just celebrating the first gift and moving on, think about how you make the donor feel — appreciated, informed, and included. With some intentional follow-up, even small nonprofits can flip the script on low retention and build a base of supporters who renew their support each year.

If I can support you with your donor survey, let's talk.