Donor Retention Calculator
Optional: Calculate Value Retention
Understanding Your Donor Retention Rate
Donor Retention Rate is one of the most critical Key Performance Indicators (KPIs) for non-profit organizations. It measures the percentage of donors who gave in a previous time period (usually last year) and donated again in the current time period.
A high retention rate indicates a healthy relationship with your supporter base, while a declining rate may suggest issues with donor stewardship or communication strategies.
How is it Calculated?
The standard formula used in this calculator is:
( Number of Donors Retained / Total Donors in Previous Period ) × 100
Example: If you had 1,000 donors in 2022, and 450 of those specific individuals donated again in 2023, your retention rate is 45%.
What is a "Good" Retention Rate?
According to the Fundraising Effectiveness Project, the average donor retention rate for the non-profit sector typically hovers around 40% to 45%. However, this varies significantly by donor type:
- First-time donors: Retention is often lower, around 20-30%.
- Repeat donors: Donors who have given more than once tend to retain at 60% or higher.
- Monthly (Recurring) donors: Often see retention rates upwards of 80-90%.
Donor Attrition vs. Value Retention
Donor Attrition (Churn): This is the inverse of retention. If you retain 40% of donors, you have lost (churned) 60%.
Value (Revenue) Retention: While you may lose some donors, if the donors who stay increase their giving significantly, your Value Retention Rate could be over 100%. This calculator provides both metrics if you input the revenue figures.