The Problem
Acquisition Is Expensive—Attrition Is Silent
Most nonprofits pour effort into new donors while quietly losing last year's supporters. Lapsed givers don't complain—they just stop responding. If you don't detect early drift and intervene with the right message and channel, you'll pay more to stand still. This playbook catches retention risk early, aligns actions to donor value and intent, and builds a predictable renewal rhythm.
The Framework
Risk Conditions (Act Early)
Act when these leading indicators show up:
- Donor retention rate trending down (rolling 3–6 months)
- Engagement drop: fewer email opens/clicks, SMS replies, event RSVPs
- Recency-frequency decline: days since last gift ↑, gifts per 12 months ↓
- Average gift size ↓ for mid-level donors while appeals stay constant
- Payment expiry risk for recurring givers (card expiring in ≤ 60 days)
Action: Segment at-risk donors, select the right rescue tactic (message, channel, offer), and start a 30–60–90 plan.
Issue Conditions (Already in Trouble)
Move to containment if any apply:
- Lapse window reached (e.g., 12 months without a gift for single-gift donors; 2 failed charges for recurring)
- High-value donor unresponsive to two consecutive tailored appeals
- Recurring gift churn spike in a billing cohort
Action: Launch a targeted save series and add one high-touch attempt for mid/major segments.
Common Diagnostics
Aim your interventions precisely:
- Segment & value: Which donors are recurring, mid-level, major, event-only, or digital-only?
- Motivation fit: Which themes did they respond to before (impact area, geography, beneficiary stories)?
- Channel & timing: What channel and cadence worked (email/SMS/phone/mail/social)?
- Friction sources: Payment failures, confusing landing pages, long forms, or unclear tax receipts?
- Offer design: Would matching gifts, recurring upgrade, or impact milestones resonate?
- Data completeness: Do we have consent, preferred channel, and current contact details?
Step-by-Step Guide
Detect & Prioritize
Actions:
- Build a retention dashboard with RFM scores (Recency, Frequency, Monetary) and engagement signals
- Flag "amber" donors (e.g., 6–9 months since last gift; recurring at risk in 30–60 days)
- Tier by value and intent: recurring & mid/major get higher-touch; one-time get automated saves
- Define success: 60-day reactivation rate and 90-day recurring save rate by segment
Expected Impact: Earlier contact with the right people using the right level of effort.
Run the Save Series
Actions:
- Personalized impact refresh: show what their last gift accomplished; invite them to finish a milestone
- Channel fit: email + SMS nudge for digital; phone for mid/major; social retargeting for broad
- Friction removal: one-click renewals, prefilled forms, Apple/Google Pay, clear tax receipt language
- Recurring save kit: card updater, grace periods, and "resume at a lower amount" option
Expected Impact: Higher response rates and lower checkout abandonment.
High-Touch for High-Value
Actions:
- 1:1 outreach from a donor steward (phone/WhatsApp/LinkedIn) within 7 days
- Intent conversation: ask about preferred impact area and cadence; capture notes in CRM
- Offer a match window or impact-driven micro-campaign relevant to their history
- Honor pauses: allow a 1–3 month pause instead of churn; schedule a warm re-entry
Expected Impact: Saves mid/major donors without pressure or fatigue.
Make It Habit
Actions:
- Quarterly retention retro: cohort curves, channel lift, creative themes that worked
- Lifecycle journey: welcome → impact stories → second gift ask (30–60 days) → recurring upgrade
- Event-to-recurring bridge: post-event "keep the momentum" recurring ask with small onramp
- Data hygiene: refresh contact details & consent; enrich preferred channel and interests
Expected Impact: Steady improvement in lifetime value (LTV) and lower acquisition dependency.
KPIs to Track
| Metric | Target |
|---|---|
| Donor retention rate (12-month) | ↑ to prior-year level and beyond |
| Recurring save rate (60–90d) | ≥ 60–70% of at-risk recurring donors |
| Reactivation rate (60d) | ≥ 10–20% in lapsed cohorts |
| Average gift | Flat/↑ post-save |
| Engagement rate (open/click/reply/RSVP) | ↑ on save journeys |
Warning Signals
Real Scenarios
Recurring Donor Card Expiry
Context
150 recurring donors have cards expiring in the next 60 days. Historical churn rate on expiry is 35%.
Steps
- 1.Segment by giving level: major, mid-level, base
- 2.Send automated card update reminder (email + SMS)
- 3.Phone outreach for mid/major donors 30 days out
- 4.Offer "resume at lower amount" for those who decline
- 5.Target churn rate ↓ to 15%
Lapsed Annual Donor Reactivation
Context
500 donors who gave last year haven't given in 11 months. Year-end campaign approaching.
Steps
- 1.Segment by last gift amount and cause area
- 2.Create personalized impact report for each cause area
- 3.Send reactivation email series (3 touches over 3 weeks)
- 4.Include matching gift offer for year-end
- 5.Target 15% reactivation rate
Quick Wins
Start with these immediate actions:
- Build an RFM dashboard to flag at-risk donors
- Identify recurring donors with cards expiring in 60 days
- Pull a list of donors approaching their lapse window
- Set up automated card update reminders
Related Playbooks
Want to automate this playbook?
DigitalCore tracks these metrics automatically and alerts you before problems become crises.