{"id":31102,"date":"2025-08-07T11:49:32","date_gmt":"2025-08-07T15:49:32","guid":{"rendered":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/?p=31102"},"modified":"2025-08-07T11:58:55","modified_gmt":"2025-08-07T15:58:55","slug":"tammy-zonker-retain-major-donors","status":"publish","type":"post","link":"https:\/\/www.donorperfect.com\/nonprofit-technology-blog\/featured\/tammy-zonker-retain-major-donors\/","title":{"rendered":"Tammy Zonker on How to Retain Major Donors"},"content":{"rendered":"\n

From First Gift to Forever Partner<\/em>
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Written by major gift strategist Tammy Zonker, President of <\/em>Fundraising Transformed<\/em><\/a> and the <\/em>Modern Institute for Charitable Giving<\/em><\/a>. Learn more about Tammy >><\/a><\/em><\/p>\n

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After nearly 30 years in major gifts fundraising<\/a>, I can say without hesitation that retaining major donors is where the true work\u2014and reward\u2014begins. Attracting a major donor is just the first step; the real transformation\u2014for your mission and the donor\u2014unfolds over time. As major gift officers, development directors, executive directors, and board members<\/a>, our ability to turn a first gift into a lasting partnership is what sustains our organizations and empowers us to dream bigger.<\/p>\n

The challenge: Retention isn\u2019t automatic<\/strong><\/h3>\n

One of the most common pain points I hear is the anxiety that comes after a big gift: How do we keep them engaged?<\/em> Too often, organizations focus so much on acquisition that stewardship becomes an afterthought. I\u2019ve seen promising relationships fizzle because follow-up was inconsistent, impact wasn\u2019t clearly communicated, and the donor began to feel that all-too-familiar disappointment as your promising partnership devolved into just another transaction.<\/p>\n

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Donor stewardship is donor retention<\/strong><\/h2>\n

I believe stewardship is the single most important factor in retaining major donors<\/strong>. It\u2019s about going beyond the thank-you note and building a journey that feels personal and meaningful<\/a>. And yet, we don’t plan or budget <\/em>for stewardship activities.<\/p>\n

Practical strategies:<\/strong><\/h3>\n