Free tool · Financial & Operations
Calculate your donor retention rate and see the revenue impact of improving it. Even a 5% improvement can mean thousands more.
Your donor data
Improvement target
What if you improved retention by this much?
Industry benchmarks
40%
Average
With +10% improvement → 50%
PledgeNow's auto follow-up improves retention.
Automatic thank yous, gentle reminders, and easy re-giving. Free.
Donor retention rate measures what percentage of donors who gave last year also gave this year. The UK charity average is around 40-45%. A 10% improvement in retention can increase revenue by 200% over 10 years (research by the Fundraising Regulator).
UK average: 40-45%. Good: 50-60%. Excellent: 60%+. First-time donor retention is typically much lower (20-30%) than repeat donor retention (60-70%). The key is converting first-time donors into repeat givers.
Three proven approaches: (1) Thank donors quickly and personally — within 48 hours. (2) Show impact — tell them what their donation achieved. (3) Make it easy to give again — automated reminders at the right time.