Part 1: Assuming a Single Thank-You Is Enough to Retain Donors

Most Executive Directors and Development Directors incorrectly assume January is a slow fundraising month.

...It isn't.

January marks a revenue inflection point.

What you do next determines whether donors deepen their relationship with your organization—or disappear, joining the nearly 80% of donors nonprofits fail to retain nationally (Fundraising Effectiveness Project).

According to NextAfter, what happens in the first 45 days after a year-end gift determines whether donors stay, give again, or leave your file altogether.

Here are the three biggest mistakes I see nonprofits make every January. These mistakes subtly drain revenue (both immediately and across time).

Mistake #1: Assuming a Single Thank-You Is Enough to Retain New and Existing Donors

Most nonprofits send:

  • A generic donation receipt
  • One templated digital thank you (you've received them.. they're horrid)
  • That's it. All done.

This isn't a strategy for growth. In fact, it accelerates donor loss.

New donors, who cost 50 to 100% more than the dollars they initially give and often take years to break even, are left uncultivated and lapse entirely (Bloomerang). Existing donors fail to upgrade to larger, more transformative gifts. And nonprofits misdiagnose the problem as donor fatigue.... when the real issue is a breakdown in warm, donor-centered stewardship and sequencing.

What the Research Shows About Donor Retention After Year-End

According to research cited by The Chronicle of Philanthropy, donors fail to give again for several consistent reasons:

    • Failure to thank donors promptly or authentically
    • Failure to ask again in a timely, appropriate way
    • Failure to show donors how their gift made a meaningful difference (supported by Know Your Own Bone research)

These are not donor motivation problems. They are stewardship (relationship) failures.

Marketing data reveals the same pattern. The long-cited Rule of 7 asserts it takes at least 7 interactions for a message to register.

Current research indicates it often takes 7–13 meaningful touchpoints to be remembered and trusted—whether you are a nonprofit or a for-profit organization (Dr. Jeffrey Lant).

A single, generic thank-you does not (and will never) move the needle.

The Fix: Three to Four Thank-You Touchpoints Within Seven Days of Receiving a Gift

Yes, this applies even during high-volume fundraising periods, which is why follow-up should be planned intentionally... rather than treated as optional.

A strong thank-you sequence typically includes:

  • Immediate digital receipt confirming the gift using "you," donor-centered language
  • Warm thank-you email sent within 24 hours that centers the donor and includes a brief beneficiary story
  • Printed thank-you, handwritten when possible and personalized mail (using an resource like Postable or Felt) when not
  • Personal thank-you call for major donors (typically $1,000+)

It takes at least three meaningful touchpoints to be remembered. A single thank-you does nothing but accelerate donor loss.

Ready to Close Your Nonprofit’s January Revenue Gaps?

If you’re an Executive Director or Development Director and want clarity on:

  • where donor retention is quietly breaking down
  • whether your January stewardship sequence is helping or hurting revenue
  • how to improve repeat giving without overloading your team

I offer focused discovery calls designed to identify one or two high-impact fixes you can implement immediately.

My name is Danielle Wallace, founder of GrowBetter. I advise Executive Directors and Development Directors on direct mail and email strategy that improves donor retention, increases second-gift conversion, and strengthens revenue stability after year-end.

Book a discovery call to pressure-test your 2026 donor fundraising strategy and identify the fastest path to stronger retention and repeat giving!

For ongoing insights on donor retention, year-round donor cultivation, and direct mail and email performance, I'd love for you to hop on my email list for future analysis, practical guidance, and periodic (fun) video insights.

Video: The Top Three January Fundraising Mistakes That Cost Nonprofits Revenue

January isn’t slow... it’s decisive! This short 4-minute video explains why post-year-end stewardship determines whether donors stay or disappear.