Have you ever been ghosted by a donor? It’s frustrating, especially when you don’t know why they stopped giving. This phenomenon is more common than you might think—many organizations struggle to keep donors engaged after their first contribution.
In fact, barely half of first-time donors ever make a second gift.
This statistic highlights a major challenge in donor retention, but also an opportunity to strengthen your approach and build lasting relationships.
The Power of Donor Lifetime Value
When we talk about long-term donor relationships, we need to think about Donor Lifetime Value (DLV). Every donor has the potential to become a lifelong supporter. Consider the stories of major gifts that started small—like my friend Bill, whose initial $250 contribution eventually grew into a $4 million estate gift. Or the $25 million estate gift from John Engalitcheff, and Joan Kroc’s incredible $1.5 billion donation to the Salvation Army.
These mega-gifts aren’t typically spontaneous acts of generosity. Instead, they’re the culmination of years of relationship-building and trust. It starts with the first gift, but the real value comes from nurturing that connection over time.
Why Do Donors Stop Giving?
Losing a donor after their first gift can cut off not just future contributions, but the potential for a major or legacy gift. So, what causes donors to walk away?
We’ll explore the key reasons in the next blog, but for now, I’m curious—what do you think is the biggest reason donors stop giving? Is it poor communication? A lack of follow-up? Or something else entirely?
How to Keep Donors Engaged
To prevent donors from ghosting you, you need to build a strong foundation of trust, communication, and gratitude right from the start. In the next post, we’ll dive into specific strategies to help you retain those first-time donors and turn them into lifelong supporters.
