The era of passive growth is over
In the past, nonprofits relied heavily on donor acquisition to fuel their fundraising engines. But in 2025, the data shows a clear pivot: donor acquisition is no longer the primary growth driver. Instead, retention and recurring giving are the new battlegrounds for sustainable fundraising.
According to Raisely’s 2026 Fundraising Benchmarks Report, which analyzed data from over 33,000 campaigns across 4,400 nonprofits, new donor acquisition slowed across every month in 2025. The seasonal peaks—spring campaigns and year-end appeals—still showed bumps, but the spikes were less dramatic than in previous years.
What does that mean? Nonprofits can no longer afford to rely on new names. Instead, keeping the donors you already have, and increasing their lifetime value (LTV), is quickly becoming the smartest path forward.
Recurring donors: Small gifts, big impact
The report found that recurring donor engagement increased by +10.49% year-over-year, while recurring donation amounts rose by 1%. This is huge: recurring donors represent your most predictable, highest LTV audience.
Why it matters: Recurring donors offer stability in uncertain fundraising climates and allow for more accurate revenue forecasting.
Here’s a reminder of the LTV formula to keep in mind:
LTV = Average Gift × Donation Frequency × Retention Rate (in years)
Want to know how well you’re retaining donors? Use this free calculator from Keela to measure and improve your donor retention rate.
Retention starts with campaign strategy
The type of campaign you run plays a role in donor behaviour, but strategy and follow-through matter more than format.
For example:
- Peer-to-Peer (P2P) and Ticketed Events drove the highest acquisition rates, thanks to virality and experiential appeal.
- Donation Forms, Community Campaigns, and Appeals saw stronger retention, with flat or positive trends in repeat donor engagement.
This isn’t a coincidence. Formats that emphasize mission-driven storytelling, regular engagement, and ongoing visibility are more effective at keeping donors long-term.
So instead of chasing the next “big idea,” nonprofits need to ask:
“Are we designing our campaigns for support retention?”
Discover what’s working across 33,000+ campaigns from 4,400+ nonprofits—and apply those insights to raise more, retain better, and plan smarter in 2026.
Get the *Fundraising Benchmarks 2026 Report* and turn proven data into your next strategic advantage.
Tangible steps nonprofits can take
If your organization is facing stagnant growth or declining one-time gifts, consider these strategies pulled from the benchmarks report:
1. Design for recurring giving from the start
Recurring giving isn’t just for year-end asks. Build it into your Donation Forms, Peer-to-Peer campaigns, and Events. Make it the default option, and clearly communicate the support’s impact.
“Donors respond to moments, not just messages.” Tie every ask to a real, timely need with recurring options front and center.
2. Fix the leaks in your donor journey
Don’t assume a gift is the end of the story. Follow up with donors using automated sequences and segment messaging based on first-time vs. returning givers. Retention starts at first contact.
3. Use community campaigns to deepen loyalty
These campaigns—built on shared experiences and storytelling—drove the highest recurring donor growth across all regions, especially in the U.S. and Canada. Leverage them to turn casual donors into committed supporters.
4. Rethink appeals and events with retention in mind
Appeals and Events tend to attract known audiences. But they can still drive long-term value with the right wraparound strategy: post-campaign follow-up, impact updates, and an ask to become a recurring donor.
5. Refine, test, repeat
Donation Forms saw mixed results globally—flat in some regions, declining in others. But when optimized with mobile-first design, urgency, and donor-first language, they’re powerful conversion tools. A/B test headlines, suggested amounts, and form layouts.
Retention ≠ Boring. Retention = Smart.
Retention work isn’t flashy, but it’s where real value lies. While acquisition will always matter, its costs are rising—and its returns are flattening.
The organizations thriving in 2026 and beyond will be those who understand this shift and act on it with intention.
The views expressed in this article are the author’s alone and do not necessarily represent those of CharityVillage.com or any other individual or entity with whom the authors or website may be affiliated. CharityVillage.com is not liable for any content that may be considered offensive, inappropriate, defamatory, or inaccurate or in breach of third-party rights of privacy, copyright, or trademark.
