Retention should be your Northstar — especially now

Progressive donors are once again stepping up with generous gifts in response to Trump’s electoral wins last week. In 2016, we saw a similar spike in giving, which fundraisers called the “Trump Bump” or “rage giving.”

The big question now is: how lasting and impactful will the 2024/2025 Trump Bump be? Only time will tell. But as you start planning for 2025, one thing should be your Northstar: retention.

For instance, we’ve seen that spikes in monthly giving often happen during high-stakes moments. Do you have a strategy in place to not only minimize churn but also to win back monthly donors who lapse?

We also tend to see more midlevel gifts from younger donors, many of whom are stretching to contribute larger gifts than usual because they feel the urgency. How you welcome and engage these donors in the coming year will be key. If you cultivate these relationships now, they may continue to stretch long after the initial momentum fades.

As we ride the wave of this possible new giving surge, the real challenge will be keeping these donors engaged for the long haul. What’s your strategy for retention in 2025 and are you willing to invest in it?