Every day you wait to improve donor experience is a day you lose revenue, trust, and future sustainers. Nonprofits are losing donors not because your missions aren’t meaningful — but because your follow-up isn’t.

Fundraising is no longer just about endless campaigns and dollars raised. It’s about building trust and developing real relationships, not just a calendar of fundraising activities.

Waiting to change this approach is expensive, and one nonprofits cannot afford. The cost to acquire a new donor is 7 to 10× HIGHER than to retain an existing one, according to research.

Plus, the cost of inaction compounds over time leading to declining donor loyalty, rising burnout among staff, and a greater investment needed to recover.

You Can’t Afford to Neglect the Donor Experience

For many nonprofits, a donor’s digital journey is fragmented or overlooked for sustainers. Yet providing a meaningful, intentional donor experience – and keeping them engaged – is the key to sustainable growth. 

The lack of thoughtful digital stewardship leads to silent exits. The evidence? Donor retention rates remain below 45 percent across the sector, and new donor retention has plummeted to about 19%.

Here are some common missteps in the donor experience:

• Thanking donors generically. Are you sending the same message to most of your donors?
• Putting the organization over the donor. Do you speak about the organization’s greatness instead of donor impact?
• Waiting to follow up. Are your thank-you messages timely? Are you missing the critical window for a second ask?

If donors don’t hear from you, they wonder if their gift matters or if the mission is still a good fit for their values. Silence is expensive.

The Donor Journey is a Growth Strategy

The key is understanding that your sustainers want to feel seen and engaged beyond transactional emails. And when they don’t hear from you, silence can signal a lack of value in the relationship.

AGP research confirms:

• Donors want to be treated like people – not just portfolios
• Donors expect personalization, recognition, and relevance
• Donors want to understand the impact of their gift
• Donors want to feel that they matter.

Contrary to popular belief, donors don’t want to want to hear less from you. They want to hear more about what they care about (and the role they play). A thoughtful donor experience is emerging as the new infrastructure of sustainable growth – not just a feel-good tactic.

Quick Solutions to Put into Action

Nonprofits of all sizes and budgets can implement practical, digital-first actions to enhance their donors’ journey.

Here are some low-cost, high-impact ways to get started:

• Immediate personalized welcome emails. This sets the tone for new donors, and organizations cannot ignore this step.
• Video thank-yous showing impact. There’s no need for elaborate production. A simple, short video of a program in action or a simple message of gratitude can go a long way.
• SMS check-ins on mission updates. The power of text messages cannot be overlooked, especially for younger donors. Let them know how their gift is making a difference.
• Digital feedback surveys to engage them as partners. Donor input is critical. When was the last time you asked for it?  Use their feedback to enhance your stewardship and retention efforts.
  

The Donor Experience is Organizational Infrastructure

Investing in the donor journey, particularly for sustainers, is creating infrastructure and digital should be a core part of it.

AGP’s Giving Outlook and Donor Journey research show how the donor experience is being seen and used as a strategic lever for revenue, retention, and brand loyalty.

What makes a successful donor experience:

• Journeys based on the stages of awareness, exploration, expansion, and commitment (the Donor Journey Framework)
• Aligns personalization with data, mission, and meaningful engagement.
• An omni-channel approach is an integrated strategy
• Builds a culture of relationship fundraising across departments – the development team isn’t siloed. Fundraising is everyone’s responsibility.
  

Make Digital the Core of the Journey

Why is digital such a crucial part of the donor experience? It’s how most supporters first discover, then continue to engage with and give to causes they care about. Mobile-optimized donation forms to personalized emails and impact updates on social media are all ways nonprofits build ongoing relationships at scale.

 A strong digital presence makes giving easier, deepens emotional connection, and keeps donors informed and inspired — no matter where they are. A well-crafted donor experience is a measurable growth strategy that can move the needle in terms of sustainable, reliable revenue and deeper donor engagement.