There’s still room for growth in donor retention. In 2024, the average donor retention rate stood at 42.9%—2.6% less than in 2023. That marks the fifth consecutive year of decline.
The good news is that when you attract a wave of new donors, whether through Giving Tuesday, year-end appeals, or peer-to-peer fundraising, you also unlock an opportunity. With the right email engagement strategy, you can turn more first-time donors into long-term supporters.
That’s why we at GoFundMe created this package of donor retention email templates. Use the examples below to welcome new donors with purpose and personality. With the right balance of information and delight, you’ll keep your cause top of mind, build deeper relationships, and inspire ongoing support.
1. Give thanks
The first step in developing a relationship with new donors is acknowledging their initial gift. In addition to sending an automated donation tax receipt, here’s an example of how to reach back out and let them know you appreciate them.
Subject line: Thank you for your generous donation!
When to send: Within three days of receiving the donation
Dear [NAME],
On behalf of the entire team at [NONPROFIT], thank you for your donation of [DOLLAR AMOUNT].
Your contribution is vital to our work. We’re determined to [MISSION STATEMENT OR TIMELY GOAL], and your support makes that possible.
If you’re interested in learning more about our organization, consider subscribing to our email newsletter [LINK] and following us on social media. You can find us at:
- [INSTAGRAM HANDLE]
- [TIKTOK HANDLE]
- [X HANDLE]
- [FACEBOOK HANDLE]
Thank you again for your generous gift. It’s because of the support and loyalty of people like you that we’ll achieve our mission.
Best,
[NAME]
[TITLE]
2. Introduce yourself
Once a new donor has agreed to join your subscriber list, it’s time to get properly acquainted. A welcome email series typically consists of three to four emails that introduce your work, set communication expectations, and help build a connection with new supporters.
Welcome series email #1
Subject line: Welcome, [NAME]!
When to send: As soon as a new supporter subscribes to your email list
Dear [NAME],
Thank you so much for joining our community! We truly appreciate your involvement as we work to [MISSION STATEMENT]. Your support specifically helps us [TIMELY PROJECT].
To better familiarize you with our work, we’ll send a few messages over the next few weeks. We’ll introduce you to our goals, programs, the impact we can create together, and the different ways you can get involved.
We’d also love to get to know you better to ensure we send the most relevant content possible. Look out for a brief survey that helps us learn about your interests.
After this short series of messaging, you can expect to hear from us [MONTHLY/WEEKLY/QUARTERLY], but, of course, feel free to reach out if you have any questions.
Again, thank you for being a part of our mission. We’re thrilled to have you on board.
Best,
[NAME]
[TITLE]
Welcome series email #2
Subject line: How we [ACTION RELATED TO IMPACT]
When to send: One week after the first email
Dear [NAME],
My name is [YOUR NAME], and I’m a [TITLE] at [NONPROFIT]. I’m excited for us to get to know each other as we work together to [MISSION/GOAL STATEMENT].
To help you see what we’re all about, I wanted to share a quick story from one of our beneficiaries.
[BENEFICIARY STORY]
Thank you for helping [BENEFICIARY NAME] to [GOAL STATEMENT]. Your continued support of our [PROGRAM NAME] program will not only help [IMPACT #1], but will also [IMPACT #2].
So here’s to [VISION STATEMENT] becoming a reality because of generous people like you.
Best,
[NAME]
[TITLE]
Welcome series email #3
Subject line: What do you care about most?
When to send: One week after the second email
Dear [NAME],
We at [NONPROFIT] are thrilled to have your support as we work to [GOAL STATEMENT].
We know there are many ways you could spend your hard-earned money, and we appreciate your passion for [MISSION].
To ensure we only send you the most relevant communications throughout our journey together, I’d like to invite you to complete a brief survey [LINK]. After you complete this survey, we’ll customize our communications with you and ensure you receive messages about what interests you most.
On behalf of our team and those we can support because of your generosity, we thank you.
Best,
[NAME]
[TITLE]
Impact stories should continue after you’ve thanked new supporters and embraced them into your community. To keep subscribers engaged and remind them of what’s possible, share impact stories that convey your “why” and show what you do to solve the problem.
Subject line: We’re making history because of you
When to send: Every other month
Dear [NAME],
I’m a [TITLE] here at [NONPROFIT], and I’m writing to share news about some of the recent progress we’ve made, thanks to you and our larger community’s continued support.
As a [TITLE], I support our [RESPONSIBILITIES/AREAS OF OWNERSHIP]. In my time with [NONPROFIT], I’ve been inspired by how much progress we’ve made in [AREAS OF PROGRESS]. Specifically, [EXAMPLE OF PROGRESS].
While there’s more work to do, these accomplishments are a major step forward in our efforts to [VISION STATEMENT], and we couldn’t have done it without your support.
Best,
[NAME]
[TITLE]
4. Get personal
Your touchpoints with supporters must be more than a slew of one-way messages. To authentically connect, you’ll need to share more personal information about the people at your organization and ask for that information back.
You’ll also want to ensure your organization operates on more than assumptions about your supporters. A brief survey is a great way to learn more about their preferences, gut check your current approach, and learn how to further optimize the individual supporter experience.
Subject line: Staff introductions
When to send: Once a year
Dear [NAME],
My name is [YOUR NAME], and I’m a [TITLE] here at [NONPROFIT]. I wanted to take a moment to introduce you to some of our awesome team members who work behind the scenes to make our mission a reality.
[STAFF DIRECTORY]
As always, if you ever have any questions about how our team works to [MISSION STATEMENT], feel free to contact us.
Best,
[NAME]
[TITLE]
Subject line: Customize your experience
When to send: Once a year
Dear [NAME],
[YOUR NAME] here at [NONPROFIT]. You can consider me your official correspondent—the person behind the curtain, if you will, orchestrating the messages you receive about our work and impact.
I wanted to touch base with you to see if there’s anything we could do to improve your experience as a supporter. If you have a moment, please consider taking this brief survey. I’d love to know if you’re interested in hearing more about any of our specific programs and supporter opportunities.
[SURVEY LINK]
The survey will also help us customize your communications and ensure we continue to correspond and develop our relationship in a way that suits you.
As always, thank you for your continued support. Because of you, [IMPACT].
Have a question? I’d be happy to talk.
Best,
[NAME]
[TITLE]
5. Be spontaneous
To develop meaningful relationships with your supporters, it’s crucial to send a diverse range of communication types.
Take the time to share some messages “just because.” This shows each member of your community that you care about them as individuals above and beyond numbers on your bottom line.
Subject line: Feel-good Friday
When to send: Once a quarter
Dear [NAME],
It’s finally Friday!
To send you into the weekend on a high note, we wanted to share this exciting news: [NEWS RELATED TO YOUR MISSION].
This game-changing news means [IMPACT OF THE NEWS]. In the coming weeks and months, we’ll keep you posted on how this impacts our efforts and our plans for continued support of [BENEFICIARIES].
And if that’s not enough to bring a smile to your face, be sure to check out our latest post on @[HANDLE]. There may be a small gift waiting for you!
Best,
The team at [NONPROFIT]
6. Offer fundraising opportunities
Offering meaningful engagement opportunities helps donors feel like active participants in your mission rather than passive contributors. Peer-to-peer fundraising is especially powerful—it enables supporters to advocate on your behalf, deepens their connection to your cause, and expands your reach to new networks.
Subject line: Dedicate your [LIFE EVENT]!
When to send: Twice a year
Dear [NAME],
Did you know that at any time, you can turn a personal life event into an opportunity to help us [GOAL STATEMENT]?
In less than 5 minutes, you can create a peer-to-peer fundraising page and send it to your friends. A birthday, wedding, anniversary, marathon, you name it—we can help you build it and reach your goal.
Check out this helpful tips sheet [LINK] and get started today. Once you’re ready, share your fundraising page on social media and tag @[HANDLE] for a chance to be featured in our newsletter!
Questions? Let us know. We’re happy to answer them for you.
Best,
[NAME]
[TITLE]
7. Extend event invitations
Personally inviting donors to your events makes them feel seen, valued, and connected to your mission. It creates a sense of belonging and gives them a front-row seat to the impact of their support. These meaningful touchpoints can deepen relationships, increase donor loyalty, and open the door to greater future involvement.
Subject line: You’re personally invited
When to send: 6 weeks before your next event
Dear [NAME],
Thank you for your continued support of [NONPROFIT].
To show you our appreciation, we wanted you to be the first to know about an upcoming event. Our [EVENT] is happening on [DATE]. We’re offering all email subscribers a special discounted ticket. Come enjoy an evening of splendor with us to celebrate [REASON FOR CELEBRATION] and the hard work you make possible.
Get your ticket here! [LINK]
We look forward to seeing you in [MONTH]. For those of you who can’t make it, be sure to follow us on Instagram @[HANDLE] to enjoy live moments on the big night.
Best,
[NAME]
[TITLE]
8. Ask for commitment
Inviting donors to become recurring givers is one of the most effective ways to build long-term sustainability for your mission. It allows supporters to make a consistent impact and feel like true partners in your work. Framing the request personally and showing the cumulative power of their giving can turn a one-time donation into lasting support.
Subject line: Join our [RECURRING PROGRAM NAME] community
When to send: Once a quarter until the request is fulfilled
Dear [NAME],
Thank you again for your previous show of support for [NONPROFIT].
Did you know you can make an even bigger difference as a member of our recurring giving program? [PROGRAM NAME] is an exclusive group of recurring donors who get special access to things like:
- [PERK #1]
- [PERK #2]
- [PERK #3]
- [PERK #4]
Beyond the exclusives, our recurring donors are crucial members whose support helps us not only keep the lights on but also grow as an organization and take on more projects.
Here’s what one program member said about their decision to join:
“[TESTIMONIAL]”
Join us today at [LINK].
Not ready to join? Make a one-time donation [LINK] to show your support.
Best,
[NAME]
[TITLE]
Keep the conversation going
Think of each supporter as a friend—or better yet, family. Lasting relationships require regular communication and shared moments. With a thoughtful year-round engagement plan and a meaningful mix of touchpoints, you can strengthen connections with new donors and turn them into loyal, lifelong advocates for your cause.
Copy editor: Ayanna Julien
Subscribe to the GoFundMe Pro blog
Get the latest fundraising tips, trends, and ideas in your inbox.
Thank you for subscribing
You signed up for emails from GoFundMe Pro
Request a demo
Learn how top nonprofits use GoFundMe Pro to power their fundraising.