Cropped shot of business people standing in a modern office, shaking hands after having a successful meeting and reaching an agreement. Welcoming new hire. Celebrating success and achievement.

August 7, 2025 | Donor Data, Donor Engagement, Donor Retention, Fundraising Operations, Major Donors

Tammy Zonker on How to Retain Major Donors

From First Gift to Forever Partner

Written by major gift strategist Tammy Zonker, President of Fundraising Transformed and the Modern Institute for Charitable Giving. Learn more about Tammy >>


After nearly 30 years in major gifts fundraising, I can say without hesitation that retaining major donors is where the true workโ€”and rewardโ€”begins. Attracting a major donor is just the first step; the real transformationโ€”for your mission and the donorโ€”unfolds over time. As major gift officers, development directors, executive directors, and board members, our ability to turn a first gift into a lasting partnership is what sustains our organizations and empowers us to dream bigger.

The challenge: Retention isnโ€™t automatic

One of the most common pain points I hear is the anxiety that comes after a big gift: How do we keep them engaged? Too often, organizations focus so much on acquisition that stewardship becomes an afterthought. Iโ€™ve seen promising relationships fizzle because follow-up was inconsistent, impact wasnโ€™t clearly communicated, and the donor began to feel that all-too-familiar disappointment as your promising partnership devolved into just another transaction.

Donor stewardship is donor retention

I believe stewardship is the single most important factor in retaining major donors. Itโ€™s about going beyond the thank-you note and building a journey that feels personal and meaningful. And yet, we don’t plan or budget for stewardship activities.

Practical strategies:

  • Acknowledge gifts warmly and immediatelyIdeally within 48 hours
  • Recognize thoughtfully – Publicly or privately, based on the donorโ€™s preferences
  • Report impact regularly – Show how their gift is making a difference, using stories, photos, and real outcomes
  • Stay in touch – Not just with appeals, but with content tailored to their interests, invitations to exclusive events, and behind-the-scenes updates.

Iโ€™ve found that donors who feel seen and appreciated are far more likely to stay engaged and even increase their giving over time.

Show impact often

Major donors want to know their investment is making a real difference. Iโ€™ve seen organizations dramatically improve retention by sharing personalized impact reports, arranging site visits, or even inviting donors to meet beneficiaries in an ethical and empowering context.

Real-world example: At one nonprofit I advised, we created annual โ€œimpact booksโ€ for our top donors, filled with stories, photos, and thank-you notes from students directly helped by their gifts. The result? Our major donor retention rate jumped to over 83% the following year.

Research backs this up: Donors who receive frequent, personalized updates on their impact are significantly more likely to renew their support.

Engage beyond the checkbook

Iโ€™ve seen firsthand that the most loyal major donors are those who feel truly involved in your mission. Invite them to serve in advisory roles, join campaign committees, or act as thought partners.  This deepens their connection and gives them a sense of ownership. Note: Ensure donor feedback is applied in alignment with your strategic plans to avoid mission creep.

Action steps:

  • Ask donors for feedback on new initiatives or community issues
  • Invite them to strategic planning sessions, community listening sessions, or campaign launches
  • Offer opportunities for them to host gatherings to raise awareness or discuss emerging initiatives or challenges

Build a donor experience journey

Iโ€™ve found that mapping out a donor experience journeyโ€”with consistent, purposeful touchpointsโ€”helps ensure no relationship falls through the cracks. This could include a welcome series after the first gift, quarterly impact updates, annual stewardship events, and personal check-ins from leadership.

Key elements:

  • Personalization – Tailor communications and experiences to each donorโ€™s interests and giving history
  • Consistency – Maintain a regular cadence of meaningful touchpoints
  • Purpose – Every interaction should reinforce the donorโ€™s importance to your mission

Want to see what a donor journey would look like in your fundraising system? Download your free guide to The Donor Journey, co-written by Cherian Koshy and DonorPerfect.ย 

The Donor Journey

Staffing for retention

Retaining major donors requires dedicated attention. In organizations where Iโ€™ve seen the highest retention rates, there are relationship managers assigned to each major donor, ensuring warm handoffs and continuity even if staff changes occur.

Tips:

Actionable takeaways

  • Thank quickly and personally – Reach out within 48 hours of a gift, using the donorโ€™s preferred communication method. A handwritten note or a personal call from leadership can make a lasting impression.
  • Communicate impact frequently and with heart – Donโ€™t wait for annual reportsโ€”share stories, photos, and data that show the real difference their support makes. Invite donors to see your work in action whenever possible and ethically appropriate.
  • Engage donors in ways that go beyond giving – Offer meaningful opportunities for involvement, such as advisory roles, event participation, or thought partnership. Ask for their ideas and feedback.
  • Create a mapped donor journey with purposeful touchpoints – Design a stewardship plan that includes regular check-ins, special updates, and invitations to exclusive events. Use your CRM to track interactions and ensure no one falls through the cracks.
  • Dedicate staff to stewardship and ensure seamless transitions – Assign relationship managers to major donors, and make sure thereโ€™s a warm handoff if staff changes occur. Consistency builds trust.

Encouragement and call to action

If thereโ€™s one lesson Iโ€™d share from my decades in this field, itโ€™s that major donor retention is about relationships, not transactions. Every touchpoint is an opportunity to deepen trust and inspire continued generosity. Donโ€™t be afraid to innovate, educate, personalize, and ask your donors how they want to be involved.

I encourage you to:

  • Review your current stewardship practices – Where can you add more personal touches or increase the frequency of impact updates?
  • Share your successes and challenges with colleagues – We all learn from each otherโ€™s experiences.
  • Reach out if you want advice or a sounding boardโ€”Iโ€™m always happy to help.

Letโ€™s turn first gifts into lifelong partnerships and unlock generosity that transforms both our organizations and our communities.

Stay tuned for Part 3: How to Upgrade Major Donors, where Iโ€™ll share how to inspire your supporters to make their next big gift with confidence and care. 

Download your free Major Gift Fundraising Workbook

Created for development professionals by Tammy Zonker and DonorPerfect

Tammy Zonker
Meet the author: Tammy Zonker

With a career spanning nearly 30 years, Tammy Zonker has established herself as an author, major gifts strategist, and fundraising expert. Her credentials include being an Association of Fundraising Professionals (AFP) Certified Facilitator and an international speaker,...

Learn more about Tammy Zonker