Retention Is the New Acquisition: How to Keep the Donors You Already Have

If I had to boil down the biggest challenge facing nonprofits today, it wouldn’t be lack of money—it would be lack of retention. Too often, we’re so focused on attracting new donors that we forget the real magic happens when we keep the ones we’ve already earned.

In this episode of The Influential Nonprofit, I spoke with Sean Littman—founder of GiveSuite and digital engagement strategist—about why donor retention is the missing link in most nonprofit marketing plans, and how to build meaningful, automated systems that make people feel seen, valued, and connected long after their first gift.

The Biggest Miss: No Follow-Up

As Sean said right out of the gate, “Retention is key. Building fans is the number one way to be successful in any organization. And a lot of people screw it up because they’re afraid to follow up.”

That fear? It usually sounds like:

  • “We don’t want to bug people.”

  • “We’re not sure what to say next.”

  • “We’re too busy planning the next event.”

But if someone shows up to your event, donates, or engages with your cause, they are raising their hand. And if you don’t acknowledge that hand with a personalized follow-up? You’re not nurturing a relationship—you’re ghosting a friend.

Retention Starts After the Celebration

Here’s what typically happens: nonprofits host a big event or launch a campaign, celebrate when they hit their goal, then move on. But as Sean noted, “You hit your goal, you pop the champagne—and then what?”

That’s where the magic happens. Immediately after someone gives, or shows up, or volunteers, your organization should be ready with:

  • A personalized thank-you message

  • A recap of the event or impact of the donation

  • An invitation to stay engaged (without asking for more money right away)

Automation can help you do this at scale. And when it’s done right, it feels personal—even when the donor knows it’s a system.

“Your conscious brain knows it’s automated, but your subconscious still lights up because it feels good to be seen.”
— Maryanne Dersch

How to Stay Top of Mind (Without Annoying People)

One of the biggest fears nonprofit leaders share with me is: “What if we’re emailing too much?”

But the truth is, people will tell you if it’s too much. What they won’t tell you is if they’ve forgotten you.

The key is to send meaningful, relevant content—not just asks.

Here’s what Sean recommends:

  • A 10-part welcome or nurture email sequence

  • Regular updates using donor stories, staff testimonials, and behind-the-scenes content

  • “Meet the Heroes” series, profiling everyone from janitors to board members

  • Useful, mission-relevant info (e.g., “10 Ways to Support an Unhoused Neighbor” or “How to Make Your Home More Sustainable”)

Digital Tools Are Changing the Game

Sean shared some brilliant insights on how digital marketing practices from the for-profit world—like e-commerce abandoned cart sequences—are helping nonprofits build smarter retention systems.

One example? Lead Post, a tool that captures anonymous visitors to your website and adds them into your CRM for remarketing.

“We ran a campaign where only six people opted in, but with Lead Post we captured 230 qualified leads we could follow up with.”
— Sean Littman

Other retention tools include:

  • Automated thank-you + upsell emails (e.g. “Want to become a monthly donor?”)

  • Abandoned donation reminders

  • Google Ad Grant campaigns to drive traffic and collect new leads

  • Evergreen lead magnets, like downloadable guides, tip sheets, or holiday cards

Productization: Your Hidden Fundraising Engine

One of the most underutilized strategies in nonprofit marketing is turning your expertise into a product. That might sound strange, but hear us out.

If your organization has unique approaches, training, or perspectives—turn that into downloadable content, webinars, or even courses.

Sean gave a powerful example of an Israeli EMS nonprofit that created an Emotional First Response program to de-escalate crisis situations. That knowledge could be packaged and sold to other organizations globally.

“You’re a business with a tax-deductible status. You’re allowed to generate revenue as long as it supports your mission.”
— Sean Littman

Build the System So You Can Let Go

Here’s something I say all the time:
Systematize to stabilize. Systematize to monetize.

You cannot rely on memory, willpower, or post-event adrenaline to build lasting donor relationships. You need structure. That means:

  • Choosing a CRM that supports automation

  • Designing communication journeys for new leads and returning donors

  • Creating evergreen content and sequences that run in the background

  • Letting technology do the heavy lifting so you can focus on what you do best

One of Sean’s clients went from tracking donors in WhatsApp and spreadsheets to generating $130K in Q4 alone after setting up a solid system.

This Is the New Normal

This level of automation and donor engagement isn’t “extra”—it’s the new baseline. If you’re not using it, you’re leaving money, mission, and momentum on the table.

Retention isn’t a guessing game. It’s a strategy. It’s a system. And once it’s in place, it works 24/7—so you can keep doing the heart work while your tech keeps building the relationships.

Want Help Setting Up Your Donor Journey?

If you’re ready to ditch the spray-and-pray approach and create real donor relationships that grow over time, let’s talk.

👉 Book your free Influence Activator Call
I’ll help you map out your retention strategy, build engaging content, and set up automation that works while you sleep.

Maryanne Dersch