The Latest Donor Retention Trends:  New Donors Down, Mid-Level Donors Up

May 9, 2025

By Wendy Johnson

The Q4 2024 Fundraising Effectiveness Project (FEP) report confirms what many healthcare fundraisers are already experiencing: donor retention rates are dropping fast, and first-time donors aren’t coming back. 

But the data also show us where to take control. Mid-level donor retention is rising. Repeat donors are holding strong. And organizations that act now, before more supporters slip away, can stabilize their donor retention rate and increase philanthropic giving.

I analyzed three years of FEP data to track donor behavior across every giving level. The patterns are clear:

• Although total fundraising dollars have increased by nearly 4%, the donor base and its retention rate continue to shrink. 

• Micro donors who give less than $100 donors are disappearing, posing a long-term risk to the giving pipeline. 

• The retention rate for new donors dropped to 19%. The repeat donor retention rate decreased to 69%, underscoring the importance, and ROI, of donor retention and repeat giving.

• Mid-level ($5k - $50k) and major donors ($50K+) are the only donor segments growing.

Here’s the opportunity: 

If we act now to engage donors more personally, more frequently, and with more strategic intent, we can reverse attrition and grow lifetime value. The next 90 days are critical to setting that momentum. 

Below are the proactive steps I’m recommending to all of my healthcare foundation clients. 

1. Engage Low-Level Donors While You Can

Micro donors (those who give less than $100) made up more than half of all donors in 2024, but accounted for less than 2% of total giving. They also saw the sharpest year-over-year drop in dollars—down nearly 9% from 2023. 

We can’t afford to write them off. Without immediate action, we risk losing the donor pipeline volume needed to build the next generation of philanthropic support.

How to retain first-time donors and low-level donors:

While new donor retention rate is just 19%, repeat donors have a retention rate of 69%. The second and third gifts are critical turning points.

• Prioritize multi-channel, high-frequency touches like SMS, email, video, and storytelling to turn them into repeat givers. Micro donors are highly responsive to early engagement, and inexpensive, consistent outreach is the most efficient way to increase their likelihood of giving again without overextending your team or budget.

• Within the first 30 days, share 1–2 donor impact stories that show how their gift changed someone’s life. Keep the stories brief, visual, and emotional.

• Ask for a second donation within 30–45 days. Keep it optional and donor-centered, framed as a chance to expand their impact. Consider A/B testing your messaging to nudge repeat behavior. 

• Once they’ve given twice, ask them to join your monthly giving program. 

What to do:

• New donors: A quick email from a team member, using their name and referencing their specific gift amount or supported program. 

• Returning donors: Try a short thank-you call, even if it goes to voicemail. A personal touch stands out!

• Grateful patients: Send a fast, personal thank-you within 20–30 days of discharge. Keep it simple with this 90-day grateful patient engagement plan. 

Early recognition is one of the most cost-effective donor retention strategies to engage donors without adding new campaigns or infrastructure.

3. Donor Retention Soars After the Second Gift

Donors who gave three or more times per year had an average donor retention rate of 70% every year from 2022 to 2024. Getting to that third gift is your strongest predictor of loyalty.

What to do:

• Segment all donors who gave more than once this year.

• This summer, launch a “Thank you for supporting us all year” donor engagement campaign. 

• Invite donors to join your Monthly Giving Society. Offer a small incentive. (Don’t have a Monthly Giving program? I can help!)

• In October, test a second push for your monthly giving program, perhaps with a Halloween theme, before end-of-year asks ramp up.

4. Build Your Mid-Level Donor Pipeline

The Fundraising Effectiveness Project (FEP) report also shows that mid-level donors ($5K–$50K) are among the only donor segments growing. But they tend to  fall through the cracks.  

What to do:

• Segment all mid-level donors in this range from the past 18–24 months.

• Launch a mid-level donor engagement campaign this summer using email, direct mail, and personal outreach. (I can help!)

• Share emotional stories that show how the donor's philanthropy improves lives. Use relatable images to connect with the donor's emotions and keep the donor at the center of the story.

• Assign a specific point of contact, even if it’s not a gift officer. Personal connection is key to effective mid-level donor engagement.

Create mini-VIP experiences as part of your donor retention strategies, such as insider updates, video messages from leadership, or a behind-the-scenes look at new technology. 

5. Engage $50K+ Donors with a Personalized, Donor-Led Approach

These transformational supporters require hands-on engagement. They’re not looking for another campaign, they're seeking a philanthropic partnership.

What to do:

• Assign a relationship lead and use permission-based asking that reflect their values and philanthropic goals.  

• Invite them into strategic conversations. Ask what areas of impact they care about most—and tailor future engagement accordingly.

• Focus on listening, not asking. Use permission-based donor communication to stay donor-led and values-aligned.