How it works
- Retention rate = donors from last year who gave again this year ÷ all of last year's donors.
- Enter your own numbers below. Nothing you type is sent anywhere.
- Track new and repeat donors separately; their rates are very different.
Calculate your retention rate
The default numbers are an example only. Replace them with your own.
How to read your result
Compare your rate with your own past years first; that trend matters more than any benchmark. For sector-wide figures, see our charitable giving statistics and donor retention guide. Measure separately for first-time donors and repeat donors, because first-time donors are far less likely to give again.
Ways to improve retention
- Thank new donors within days; a thank-you call stands out.
- Ask for the second gift within the first year.
- Invite regular donors to give monthly.
- Reach out to lapsed donors before they've been gone for years.
How KFG helps
Kensington Fundraising Group's thank-you, renewal and reactivation calls are built to lift retention, with respectful, no-pressure conversations in English and Spanish.