Keep new donors: a simple 90-day plan after year-end

A little care after the gift goes a long way. Retention has been sliding, even as total dollars rise, which makes simple, consistent stewardship more important than ever. Nonprofit sector data shows overall retention inching down in 2025, and first-time donor retention often hovers around one in five. The plan we're sharing below keeps things human and doable.

Who this is for First-time donors from year-end and donors who reactivated after a lapse. You can run the same flow in multiple donor systems (Kindful, Bloomerang, etc.) with basic tasks and emails. For larger gifts, pair it with a personal touch like a handwritten card or short video.

Your 90-day plan

Day 0 to 2: send a fast, heartfelt thank you Send a clean acknowledgment within 48 hours when possible, then follow with a brief, plain-language thank you. Keep it donor centered. Include a line about the program they supported and who they helped. A quick, timely thank you supports trust and sets up your next touch.

Day 30: share a small impact story One paragraph and a single photo or graphic is enough. Show a concrete result that connects to the gift. Invite them to hit reply if they have questions. Consistent stewardship like this is linked to higher repeat giving over time.

Day 60: invite light engagement Offer a short survey, a two minute video update, or an invite to a virtual coffee. Make the action low lift and relational, not another ask. Tools in common CRMs let you automate the timing while keeping the message personal.

Day 90: set the path for a second gift If they engaged or opened at least one touch, send a soft, values aligned opportunity. For example, “Would you like to renew your support for spring programs?” Tie the call to action to the impact you shared earlier. If they did not engage, keep them on a slower nurture track and try again later with useful content rather than an appeal. Guides from trusted providers emphasize pacing, segmentation, and donor choice.

Quick segmentation tips

• First-time under 100 dollars: keep messages short and practical.

• First-time 100 dollars plus or reactivated donors: add a personal note or quick call.

• Any tribute or in-honor gift: send an extra thanks that acknowledges the honoree connection. Stewardship best practices point to tailoring by segment to lift response.

Pick one channel and run this for three months. Your team will feel organized. Your donors will feel seen. That second gift will come more naturally when the time is right. 😌