There is a moment, just before asking for a major gift, when everything slows down. You’ve done your preparation. You’ve reviewed the donor’s history. You’ve thought carefully about the opportunity you want to present. Somewhere in the back of your mind, you’ve likely rehearsed the number—once, twice, maybe a dozen times. Then the conversation shifts, and you arrive at the ask. For many development professionals, this is the most intimidating part of the work. Over time, howe

Why Donor Retention Matters (and What Nonprofits Can Do About It!) By: Evelina Erickson April 2026 If your organization feels like it’s constantly chasing new donors just to stay in place, you are not alone. Across the nonprofit sector, donor retention remains one of the most persistent—and costly—challenges that non-profits face. Research from the Fundraising Effectiveness Project shows that, on average, nonprofits retain only about 40–45% of their donors year over year.