The Power of Appreciation: Retaining Donors & Volunteers

July 2025 / Anastasiia skurtul

Retention isn’t just about strategy—it’s about relationships.

In the nonprofit world, we spend a lot of time chasing new donors and recruiting new volunteers. But the real magic often lies in keeping the ones we already have. Long-term donors fuel sustainability. Returning volunteers create consistency and culture. And at the heart of both? Appreciation.

People Stay Where They Feel Valued

Donors don’t just give to causes, they give to people, to missions they believe in, to communities that make them feel seen. The same goes for volunteers. They don’t come back because you asked, they return because their time mattered, their impact was recognized, and they felt like part of something bigger than themselves.

So what does appreciation look like in action?

• A handwritten thank-you note that mentions their specific impact
• A quick phone call just to say, “We noticed what you did—thank you.”
• A volunteer spotlight on social media
• A donor update that shows exactly how their dollars made a difference

None of this is expensive. But it’s powerful.

Retention Is More Cost-Effective Than Recruitment

Acquiring a new donor or volunteer takes effort - marketing, events, outreach, and time. Keeping a good one takes far less. Research shows that increasing donor retention by even 10% can significantly grow lifetime value and organizational stability.

Volunteers, too, are more likely to take on leadership roles, train others, and go the extra mile when they’ve been nurtured over time. The return on appreciation is real, and measurable.

Appreciation Builds Trust

People are more likely to stick with organizations that are transparent, communicative, and appreciative. When someone gives - whether it’s time, money, or expertise - they’re trusting you with something valuable. Don’t make them wonder if it mattered.

Make it obvious. Make it personal. And make it regular.

Appreciation Should Be Built In, Not Tacked On

The most successful organizations don’t treat appreciation like an afterthought. It’s built into their systems, calendar, and culture.

• Create a donor and volunteer stewardship calendar.
• Assign appreciation tasks to staff or board members.
• Schedule regular impact updates and thank-you campaigns.
• Celebrate milestones (e.g., “You’ve been with us 5 years!”).

Small gestures, done consistently, lead to big results.

Want to Strengthen Retention in Your Organization?

We help nonprofits build systems for donor and volunteer engagement that don’t just work—but feel good to use. From crafting appreciation strategies to designing retention workflows, we’re here to help your community feel seen and stay involved.

Let’s build something people want to stay part of.