Reduce Donor Attrition and Build Truly Loyal Supporters

Tom Iselin
Nov 15, 2015
4 min read

Updated: Dec 13, 2025

Learn how to build sticky relationships to improve donor loyalty and reduce attrition rates.

Reduce Donor Attrition and Build Truly Loyal Supporters

Did you know that 50% of donors never make a second gift to an organization?

And after that, each year there’s roughly a 30% chance a donor will stop giving altogether.

Those are startling attrition rates.

Now let me ask you a harder question:Do you know your numbers?

How many years does your average donor give?
One year?
Two years?
Five?

And more importantly—do you know why donors are slipping away?

In this short post, I want to share a simple but powerful fundraising principle that can dramatically reduce donor attrition and turn fading donors into loyal, long-term supporters.

Why Donors Leave (And It’s Not About the Money)

Imagine this scenario.

You donate $5,000 to a nonprofit you care deeply about.You hear almost nothing afterward.And then—one year later—the next call you receive is from a board member asking for another $5,000.

How would you feel?

Irritated. Used.

Disappointed.

No one wants to feel like a cash machine.

When donors are ignored between asks, relationships fade—and when relationships fade, donors leave. Period.

The Core Truth About Donor Retention

Here’s the principle you need to internalize:

Future donations are directly tied to the quality and “stickiness” of your relationships with donors.

If there is no relationship, there will be no long-term giving.

Lower attrition doesn’t happen by accident. It happens when nonprofits:

Invest time
Invest intention
Invest care

What “Sticky” Donor Relationships Actually Require

Creating loyalty means nurturing meaningful, personal connections that make donors feel good about:

You
Your people
Your mission

This requires commitment—not just systems.

Start by getting to know donors as people, not transactions:

Their interests
Their work
Their family background
Their philanthropic passions

When donors feel known, they feel valued.

How to Engage Smaller Donors Meaningfully

Smaller donors don’t need big gestures—they need inclusion.

Ways to build relationships with smaller donors include:

Engaging them on social media
Inviting them to volunteer
Talking with them at public events
Creating opportunities for informal connection

Remember:People like to do business with people they like and trust.

And there’s no better way to build trust than spending time together around a shared mission.

How to Deepen Relationships with Major Donors

For major donors, personalization is everything.

Take them:

Out for coffee
To lunch
On a walk
To an activity they enjoy

Ask about:

Their business background
Their hobbies
Why they care about your mission
How they want to be involved

Don’t rush these conversations. Relationships grow in relaxed, human moments.

My Favorite Relationship-Building Tactic

Hands down, my favorite way to build donor relationships is this:

Do an activity the donor loves.

Over the years, I’ve:

Gone hiking with donors
Skied with donors
Walked beaches with donors
Played in backyard tournaments
Fly fished with donors

In one case, I raised $450,000 while fly fishing with a donor.

No pitch deck.No formal meeting.Just time, trust, and shared experience.

The Simple Rule That Changes Everything

If you want donors to stick around, remember this:

Touch donors often
Be genuinely inquisitive
Listen more than you talk
Build friendships, not just files

When donors feel known, appreciated, and connected, they stay.

And when they stay, they give more.

Key Takeaways

50% of donors never make a second gift
Donor attrition increases every year without engagement
Donors leave when relationships are weak or nonexistent
Personal connection is the strongest retention tool
Activities and shared experiences deepen trust
Loyal donors are built—not solicited

Summary

If you want to reduce donor attrition and raise more money over time, stop treating fundraising like a transaction and start treating it like a relationship.

Invest the time.Get to know your donors.Touch them often.Be human.

When you do, donors will stick around—and that’s good for your mission, your sustainability, and your impact.

Tom Iselin

Rated One of America’s Best Board Retreat

and Strategic Planning Facilitators

About the Author

Tom Iselin is recognized as one of America’s leading authorities on high-performance nonprofits. He has built nine sector-leading nonprofits and two software companies, written six books, sits on multiple boards, and has been rated one of America’s Best Board Retreat and Strategic Planning Facilitators. His work on nonprofit strategy, board leadership, and culture has been featured on CNN, Nightline, and in Newsweek.

Tom is the president of First Things First, a firm specializing in board retreats, strategic planning services, fundraising strategy, and executive coaching for nonprofit CEOs.

Board Retreats & Strategic Planning

If you’re looking for a board retreat facilitator or strategic planning facilitator who has been in the trenches and understands real-world nonprofit challenges, Tom can help your board gain clarity, build alignment, and create an actionable plan that improves performance and impact. His sessions propel organizations to the next level of performance and impact . . . and they're fun!

Board Retreats and Strategic Planning Services: