The short answer
Most first-time donors never make a second gift. The Fundraising Effectiveness Project’s Q4 2025 data put new donor retention at 18.9%, compared with 59.3% for repeat donors and 43.3% overall. The second gift is where long-term support starts, so the weeks after a first gift matter most: a fast, personal thank-you, a clear picture of impact, and a well-timed next step.
What the research shows
The Fundraising Effectiveness Project tracks giving data across thousands of U.S. nonprofits.
of first-time donors didn’t give again. New donor retention was 18.9%.
of all donors lapsed. Overall retention was 43.3%.
of even repeat donors lapsed. Repeat donor retention was 59.3%.
Once a donor gives twice, they’re roughly three times as likely to keep giving as a first-time donor. That makes the second gift one of the most valuable things a small team can work on.
Why donors drift away
Some reasons are out of your hands, like a change in a donor’s finances. Others aren’t. In researcher Adrian Sargeant’s survey of lapsed donors from nine U.S. charities, about 11% said they had no memory of ever supporting the charity, a sign the relationship never really started.
- Thank-yous arrive late or feel generic. A receipt isn’t a relationship.
- Donors never hear what happened. Without a clear picture of impact, the next ask feels cold.
- Volunteers and event guests get no next step. Their interest fades fast without follow-up.
- Small teams run out of time. Stewardship is the first thing to slip when staff are stretched.
How to fix it, step by step
- Thank every new donor within two days. Send a personal thank-you that names the gift and what it supports. Common practice is within 48 hours.
- Show impact within the first month. Share a short, specific update on what the gift made possible.
- Welcome first-time donors with a short series. Introduce your mission, your people, and the ways to stay involved.
- Make the second ask specific. Tie it to a concrete program need rather than a general appeal.
- Follow up with volunteers and event guests. Give every sign-up and attendee a clear, timely next step.
- Track retention every month. Watch first-time and repeat retention so you can see what’s working.
What it looks like when it works
Example scenario
A first-time donor gives $50 online at 11pm. Within minutes they receive a thank-you from the executive director that names the program their gift supports, not just a tax receipt.
Two weeks later they get a short update showing what that program accomplished that month. A few weeks after that, they’re invited to a volunteer day. Around three months in, they get a specific second ask tied to a concrete need.
Every step was planned once and runs on its own, so a two-person team gives every new donor the same care a major donor would get.
The numbers to track
- First-time donor retention, tracked monthly
- Time from gift to thank-you
- Share of first-time donors who give a second gift within 12 months
- Volunteer sign-ups who attend a first shift
- Donors who move to recurring monthly giving
Do it responsibly
Automation should make stewardship more personal, not less. Write messages in your organization’s voice, trigger them from real actions such as a gift or a sign-up, and keep donor data in the tools you already control.
Frequently asked questions
What is a good donor retention rate?
The Fundraising Effectiveness Project’s Q4 2025 benchmark for overall donor retention was 43.3%, with 18.9% for new donors and 59.3% for repeat donors. Beating your own number from last year is the most useful goal.
How soon should a nonprofit thank a donor?
As soon as possible. Common practice is a personal thank-you within 48 hours of the gift, followed by an impact update within the first month.
Can automated donor messages still feel personal?
Yes, when they’re written in your voice, triggered by a real action, and specific about what the gift supports.