4 Ways to Turn One-Time Donors Into Long-Term Supporters

You’ve just wrapped up a successful fundraising campaign. The donations are in, the thank-yous are sent, and the team is celebrating a job well done. But what happens to all those new names on your donor list?

Converting one-time donors into long-term supporters is a vital step toward building a sustainable funding base for your mission. This guide will walk you through a few strategies to retain new donors and keep them engaged beyond their first donation.

1. Communicate Clearly & Often

Effective communication is key to successful, lasting supporter relationships. If donors feel like your organization only reaches out when it needs something, you risk losing their support. Instead, hone a communication strategy that keeps donors feeling informed, appreciated, and connected to your work by:

• Creating a communications calendar. Plan your donor outreach for the year, including appreciation messages, impact updates, and event invitations. This structured approach builds a predictable and trustworthy relationship with your donor base over time.
• Demonstrating impact. “Dear Friend, thank you for your generous donation.” A bland thank-you message like this one risks losing supporters’ attention. To avoid this fate, show donors the tangible impact of their donations. For example, let’s say you’re a school raising money for new playground equipment. Once you wrap up your campaign, send a video of the students enjoying the new equipment to show the direct impact of supporters’ generosity.
• Personalizing your messages. Segment your donors and tailor your messages to their specific giving history or interests. For example, if a donor made a gift to your animal shelter’s dog rescue program, follow up with images and information about this program more frequently than you would send updates about your cat rescue program. Forging a human connection with donors shows that you see them as more than just another name on a list and entices them to stay involved. 

A strong communication plan also gives your donors the information they need to become true advocates for your cause. When they feel truly connected to your mission and understand the impact of your organization’s work, they’re more likely to share your cause with others.

2. Offer Creative Ways to Get Involved

After a donor has made their first gift to your organization, keep your connection with them alive. While you hope a donor will make another donation, launching into another request for money too soon may alienate them. Instead, reach out with non-monetary ways that a new supporter can increase their impact. Here are some ideas to get you started:

• Share volunteer opportunities. Encouraging new donors to participate in volunteer work for your organization can deepen their connection to your cause and organization. For example, try launching a popcorn fundraiser and asking previous donors to become your fundraisers, expanding your reach and providing donors a new way to get involved.
• Ask them to become an advocate. Get the word out about your mission by encouraging donors to share information about your organization. Create aesthetically pleasing, shareable social media content that increases awareness of your cause, and develop email templates that help supporters spread the word to friends and family. 
• Keep them informed. A donor newsletter, focused on what the donor made possible (not how fantastic your organization is!), can keep donors connected. Done right, it will also raise money!

When you ask donors to contribute to your cause in non-financial ways, you show them that you value them as full partners in your mission, not just as a revenue stream. Alternating your requests for donations with requests for supporters’ time and input helps new supporters invest emotionally in your organization and reduces the risk of donor fatigue.

3. Create a Donor Community

Donors want to feel like they are part of something bigger than themselves. Fostering a sense of community around your mission gives them a reason to stay connected even when they’re not actively giving. This sense of belonging is a powerful motivator for long-term engagement.

Try these strategies to create a community that donors want to be part of:

• Host exclusive events for donors. Invite your new donors to a private online Q&A session with your leadership team or a virtual tour of your facilities. This activity gives them a sense of exclusivity. It also offers them an opportunity to build a direct relationship with key members of your organization.
• Get the whole family involved. Did you know that parents tend to participate in charitable activities, like donating or volunteering, more often than non-parents? According to ABC Fundraising’s guide to fundraising for kids, it’s a priority for parents to “inspire the next generation of givers” by modeling philanthropic behavior for their children. Create fundraisers and events that appeal to the whole family to inspire long-term support.
• Start a supporter group on social media. Create a private Facebook group or an online forum where donors can share their own stories, ask questions, and interact with your team and other supporters. This type of group gives them a platform to connect with like-minded individuals who share their passion for your cause.
• Feature your donors in your communications. Highlight a donor’s story in your newsletter or on your social media channels. Ask them to share why they gave and what your mission means to them. That way, you not only recognize their generosity but also provide a powerful testimonial that can inspire others to get more involved.

When donors feel connected to your organization, they go from being passive contributors to active members of your community. This shift fosters a sense of belonging, rather than just giving.

4. Ask for Feedback

Inviting your new donors to provide feedback is a powerful way to make them feel valued. Additionally, you’ll receive insights into how to improve supporters’ experiences with your organization. To effectively solicit feedback, implement these tips:

• Send a short, personalized survey. After a donor makes their first donation, send a quick survey with questions like, “Was our donation process easy to navigate?” and “What motivated you to give to our organization?” Use SMS surveys and text feedback forms to increase the likelihood that a donor will open and respond to your questions.
• Follow up on their feedback. When a donor takes the time to give you feedback, respond with a personal note. Thank them for their input and let them know you’ve taken their suggestions to heart. BWF recommends “[o]utlin[ing] any specific strategy changes you plan to make in follow-up messages to respondents so they know their input made a difference for your program.” Even a small change based on their feedback can make them feel heard and respected.
• Ask for their input on new initiatives. Consider sending supporters a preview of a new campaign idea or a potential program. Ask for their thoughts and suggestions before you launch to give them a stake in your future success.

When you invite donors to share their thoughts, you are telling them that their insights are as important as their financial contributions. This approach builds a deeper level of trust and mutual respect, which is the foundation of a lasting relationship.

Converting one-time donors into long-term supporters is a continuous process of relationship-building. By focusing on consistent communication, creative opportunities for involvement, community building, and genuine appreciation, you can retain donors and build a dedicated community of supporters. This proactive approach ensures that your organization is not just surviving from campaign to campaign but thriving with a reliable and engaged network of supporters.

Guest Author: Debbie Salat 

Debbie Salat is the director of fundraising activities and product development at ABC Fundraising®. Debbie joined ABC Fundraising® in 2010 and has helped launch over 6,500 fundraising campaigns for schools, churches, youth sports teams, and nonprofit organizations all across the USA. With over 20 years of fundraising experience, Debbie knows the path to success for fundraisers, which she shares with groups on a daily basis so they can achieve their fundraising goals.