Most nonprofits don’t have a donor acquisition problem. They have a donor retention problem.
Bloomerang’s new Mission Retainable report lays that bare. While 65% of donors say they want regular updates about how their gift made a difference, only 36% of nonprofits are sending those updates. A full quarter of donors prefer digital wallets like Apple Pay for giving, but fewer than 3% of nonprofits prioritize them. And even though text messaging ranks as a top channel for donor communication, it’s barely being used.
If you’re wondering why your donors gave once and disappeared, this report has some answers.
The Disconnect Is Real
The study surveyed over 1,000 donors and 380 fundraisers. What it found wasn’t surprising—but it was clarifying.
Donors want to feel connected. They want proof that their gift mattered. They want giving to be easy. And they want updates that don’t feel like automated noise. In other words, they want a donor experience that feels more like a relationship and less like a transaction.
Unfortunately, many nonprofits are still stuck with outdated tools, messy data, and communication strategies that haven’t kept up with what donors actually want. The result? Lapsed donors, declining renewal rates, and teams constantly chasing the next new name instead of deepening the relationships they already have.
So What Works?
The report doesn’t just highlight problems—it points to real, actionable solutions. Personalized communication is still king. Segmenting donors based on their behavior and preferences leads to better engagement. Recurring giving programs build long-term trust. Simple tools like mobile-friendly donation forms, flexible payment options, and real-time impact updates make it easier for donors to give and keep giving.
None of this is revolutionary. But it is often overlooked in the day-to-day grind of nonprofit fundraising. Retention work isn’t always flashy, but it adds up. And when done right, it becomes your most sustainable source of revenue.
What This Means for Your Team
If this sounds familiar, you’re not alone. Most organizations aren’t ignoring retention on purpose—they just haven’t had the time, budget, or capacity to step back and look at the full donor experience.
That’s where we come in.
At E11, we help nonprofits build smarter systems that make retention a whole lot easier. Sometimes that means cleaning up your CRM so your segmentation actually works. Sometimes it means rethinking your donation flow or your thank-you strategy. Sometimes it’s as simple as setting up an automated impact email that actually feels like a human wrote it.
And if you’re not using automation yet, or your tech stack is a mess, we’ll help you start from wherever you are. No shame. No jargon. Just tools and tactics that actually help.
Because the truth is, the best donor retention strategies aren’t about more software or more emails. They’re about being consistent, being clear, and making it easy for people to keep showing up for the work you do.
Want to Keep More of the Donors You Already Have?
Retention doesn’t need to be complicated. But it does need to be intentional.
If you’re ready to stop leaking donors and start building a system that supports long-term growth, we’d love to help.