Why “More Donors” Isn’t Always the Answer
A case for retention, relationships, and right-fit growth
“We need to value donors as much as we need value from them.”
When fundraising results stall, there’s a familiar instinct at many organizations—especially at the executive level:
We need more donors.
More names.
More volume.
More activity.
It sounds logical. But for many nonprofits, this way of thinking quietly makes fundraising harder—not easier.
Because fundraising strain is rarely caused by having too few donors.
It’s usually caused by asking too much of systems that aren’t built to support relationships at scale.
Volume Thinking vs. Relationship Reality
Volume thinking assumes that growth is mostly a math problem:
More donors in
More dollars out
But fundraising doesn’t actually work that way.
Every donor represents a relationship:
Someone who needs to be welcomed
Thanked well and on time
Communicated with consistently
Remembered and followed up with thoughtfully
If your organization struggles to do those things now, adding more donors doesn’t fix the problem. It amplifies it.
What Often Gets Missed
When leaders push for donor growth without addressing infrastructure, fundraisers are left managing:
Low retention
New donors come in the door—and quietly leave a year later.Shallow relationships
Communications become generic because personalization takes time and system support.Burnout risk
Fundraisers carry the emotional and administrative weight of “more” without more capacity.
The result?
A constantly refilled leaky bucket—and a team that never feels caught up.
Retention Is a Growth Strategy
Here’s the reframe many organizations need:
Keeping donors is growth.
Deepening relationships is growth.
Retaining donors:
Costs less than acquisition
Produces more predictable revenue
Builds trust that compounds over time
Yet it’s often deprioritized because it doesn’t look as busy or exciting as acquisition campaigns.
That’s a mistake.
Right-Fit Growth Beats More Growth
This doesn’t mean organizations should never seek new donors. It means growth should be intentional and right-fit, not reflexive.
Right-fit growth asks:
Do we have the systems to steward new donors well?
Are we clear on who our best donors actually are?
Are we growing relationships—or just lists?
Sometimes the most strategic move isn’t adding names.
It’s strengthening the experience of the donors who already care.
Systems Make Relationships Possible
Strong retention doesn’t happen because fundraisers “try harder.” It happens because systems support the work:
Clear donor tracking and notes
Simple, realistic communication calendars
Shared ownership of stewardship tasks
Easy access to core content and talking points
These systems don’t just improve results.
They reduce stress, stabilize teams, and make fundraising feel humane again.
A Better Question for Leaders
Instead of asking:
“How do we get more donors?”
Try asking:
“What would make it easier to keep and care for the donors we already have?”
That question leads to better decisions—for revenue and for the people doing the work.
Because sustainable fundraising isn’t built on volume alone.
It’s built on relationships your organization can actually support.
