Why Donors Leave (And How to Keep Them) · Class 2 of 7
Your retention rate
Find your retention rate and say whether it's better or worse than at the same point last year, in people, not just percent.
Retention rate is the share of last year's donors who gave again this year. This class turns that percent into people, shows why a rate in October has to be compared with October last year, and explains why your own trend matters more than the national figure.
Key takeaways
- Think of it in people. 43% of 400 donors means 172 people came back and 228 didn't.
- Compare it fairly. The rate rises through the year as people give, so in October compare it with October last year, not with a full-year number.
- The national number is a yardstick, not a grade. Retention has held near 43% for a full year. A rate that slips year over year is the warning sign.
Your homework
About 20 minutes.
- Download every gift from this year and the two calendar years before it from your donor system, then drop that file into the free file check. Or count by hand with the worksheet.
- Write down three numbers: retention so far, the same point last year, and last year's full-year rate.
- Turn each one into people: ___ of my ___ donors from last year have given again.
With three calendar years of gifts, the free file check finds all three numbers for you.
Get the Class 2 worksheet
A printable page with the steps, a table to fill in and a worked example. Tell us where to send it.
Sources
- Fundraising Effectiveness Project, Q4 2025 and Q1 2026 reports
- CCS Philanthropy Pulse 2025