116. Strategies for Major Donor Retention
About this episode
Have you ever celebrated landing a first major gift, only to wonder, “Now what?” I’ve been there. After the handshakes and high-fives, reality sets in: acquiring a major donor is a thrill, but retaining and growing that relationship is where real transformation happens. In my 30 years working in major gifts, I’ve learned that retention isn’t just a metric—it’s the engine behind your mission’s sustainability and growth.
Stick with me in this post, and I’ll share a handful of personal stories, proven strategies, and actionable advice that can help you—and your team—turn one-time generosity into lifelong, game-changing partnership.
Why Retention Matters More Than Acquisition
Securing that first significant gift from a new donor feels like you’ve struck gold. But what if I told you the real transformation—and challenge—starts after that initial deposit? The cost of acquiring a new major donor is sky-high compared to nurturing an existing relationship. I’ve seen organizations pour energy into acquisition only to watch new donors disappear after year one.
Industry data backs this up: only 45% of first-time major donors return, but retention rates climb to 60% or higher with repeat donors. More than just numbers, retained donors become advocates, advisors, and connectors—they unlock new networks and keep your mission moving forward. I’ve learned over decades of trial, error, and triumph that retention should be every leader’s top priority.
Common Challenges—and How to Overcome Them
Let’s get real: major gift retention is tough. We’ve all struggled with “one-and-done” donations, generic thank-yous, and stewardship slipping through the cracks. Busy schedules, inadequate tracking, and treating major gifts as transactions rather than relationships almost always lead to donor drop-off.
Here’s how to fight back:
Start with gratitude. Don’t send cookie-cutter emails. Bringing in board members for thank-you calls or notes is game-changing. Just last year, a handwritten note led to a client’s donor reaching back out, wanting to get more involved.
Personalize every step. Ask donors about their philanthropic goals, family, and interests. A favorite book sent after a meaningful conversation can stand out more than any gala invitation.
Report back with impact. Regular, specific updates matter more than the most beautiful annual report. Share success stories, invite donors for program tours, and even send video messages from the people their gifts have helped. One time, after one of my clients sent a simple video update, a donor renewed at a higher level and introduced them to two other major prospects.
Create deeper engagement. Invite donors to strategy sessions, exclusive dinners, and volunteer days. When donors see themselves as partners, not just check writers, transformation happens.
Tools and systems have helped my clients make stewardship sustainable: CRMs like DonorPerfect, and video tools like ThankView and BombBomb for quick, impactful updates. Segment your donors and keep a stewardship matrix that helps you schedule and monitor every key touchpoint.
My Repeatable Retention Playbook
Here are four actionable steps I recommend you use with every major donor:
Audit stewardship practices: Where are the gaps? Who is not being fully seen for their generosity?
Segment and personalize: Treat board members, first-time givers, and multi-year donors as unique. Tailor the cadence and content of outreach.
Schedule touchpoints: Commit right now to quarterly updates. Even an email or phone call makes a difference if it shows genuine impact.
Make stewardship a team effort: Involving staff and board deepens everyone’s connection to the mission and divides the work in meaningful ways.
Remember: retention is a journey, not a destination. Every interaction deepens trust, connection, and partnership.
Focus on Building Real Relationships that Last
Major gift retention isn’t just about numbers—it’s the heartbeat of your organization’s future. With intentional stewardship, personalized outreach, and ongoing engagement, I’ve seen firsthand how even one donor can spark a multi-year chain of impact, advocacy, and introductions. If you’re looking to sustain—and grow—your mission, focus on building real relationships that last.
I’d love to hear your best stewardship stories, questions, or challenges. Comment below and share this post with anyone who could benefit from these fundraising strategies or the podcast episode. Let’s keep learning and growing together.
With heaps of gratitude,
Tammy Zonker
Author, Major Gift Expert & Keynote Speaker
“A prompt, heartfelt thank you—tailored to the donor’s motivations and interests—sets the tone for everything that follows.”
Tammy Zonker, Author, Major Gift Expert & Keynote Speaker
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