7 Steps to Build Faith-Based Donor Loyalty

Faith-based nonprofits often struggle with donor retention - 80% of first-time donors never give again, and annual donor loss hovers around 60%. However, loyalty is the key to turning one-time supporters into lifelong partners. Even a small 1% increase in loyalty can lead to 20% more income and 15% better retention over three years. This guide outlines seven actionable steps to strengthen donor loyalty, ensuring donors feel valued, connected, and spiritually aligned with your mission:

• Welcome New Donors Thoughtfully: Personalize thank-you messages, avoid “thasking” (mixing thanks with donation requests), and follow up with impactful stories within the first 30 days.
• Focus on Stewardship: Use faith-centered touches like handwritten prayer cards and scripture-based messages to nurture relationships.
• Personalize Communications: Segment donors by giving habits and motivations, and tailor messages to reflect their spiritual values.
• Show Impact Clearly: Highlight how donations directly support people and ministries, using specific outcomes and transparent reporting.
• Encourage Involvement: Invite donors to volunteer, join prayer events, or participate in advocacy efforts to deepen their connection.
• Promote Recurring Giving: Simplify monthly donation options and emphasize the ongoing spiritual significance of regular giving.
• Cultivate Major and Legacy Donors: Identify potential high-value supporters and offer planned giving options to secure lasting contributions.

These steps help build lasting relationships with donors, ensuring they remain engaged and invested in your mission for years to come.

Unlocking Generosity: Biblical Stewardship & Fundraising Strategies with Redina Kolaneci

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Step 1: Review Your New Donor Welcome Process

The first interaction a donor has with your organization sets the tone for their future involvement. Here's a striking fact: only 18.1% of first-time donors gave again in Q1 2025. However, once a donor makes a second gift, their retention rate leaps to 59%. This means your welcome process is a golden opportunity to encourage that all-important second donation.

Assess Your Current Welcome Practices

Take a close look at what new donors receive after making their first gift. Are your welcome emails warm and personal, or do they feel like cold, automated receipts? Comb through your last five emails to spot any signs of "thasking" - a term fundraising experts use to describe when a thank-you message doubles as a request for more money. This approach can dilute your gratitude and turn donors off.

Timeliness is key. Donors who receive a personal thank-you call within 48 hours are four times more likely to give again. If you're waiting a week or longer to acknowledge their generosity, you're missing a critical window to make them feel valued. Also, ensure your messages specifically recognize them as new donors. This small detail helps them feel like they’re joining a community rather than just completing a transaction.

"The greatest gift you can give a donor is the gift of feeling known by you." - Rachel Muir, Founder, Girlstart

Use this insight to refine your welcome messages and make them more personal and meaningful.

Add Personal Touches to Welcome Messages

Generic greetings won’t cut it. Instead, craft messages that reflect your mission. For example, you could say, "Your kindness creates hope." Including mission-focused language and even team photos can help donors see the real people behind your work.

Consider creating a 2–4 email welcome series to be sent within the first 30 days. The first email should go out immediately to express heartfelt gratitude and confirm their donation. Within 3–5 days, follow up with a story that highlights the impact of their gift. Focus on a specific person or family your organization has helped, rather than relying on statistics. Stories like these resonate deeply - 71% of donors report feeling more engaged when they receive personalized content. Investing in these early touches can build connections that last for years.

Step 2: Increase Your Stewardship Activities

Once donors are welcomed, the focus should shift to nurturing those relationships with consistent and meaningful interactions. With donor retention rates hovering around 35% on average, even a modest 10% improvement can lead to a 50% increase in lifetime donor value. Stewardship is at the heart of addressing these retention challenges, especially for faith-based donors who value spiritual as well as logistical connections.

Add Faith-Based Personal Touches

For faith-based donors, giving often carries deep spiritual significance - it’s more than just a financial contribution; it’s an act of worship. In fact, 68% of individuals believe that regular giving is a core part of belonging to a church, even more important than attending services regularly. Your stewardship efforts should honor this perspective.

Consider sending handwritten prayer cards with messages like, "We’re praying for you this week." These notes show gratitude for the donor’s heart and intention, not just their financial support. Becky Carlino, Vice President of Development at Volunteers of America Ohio & Indiana, emphasizes this sentiment:

"It's not their checkbook we should be thanking... It was the decision from the heart".

These small, personal gestures serve as tangible reminders of your mission.

You can also invite donors to join in prayer for upcoming ministry events or challenges. This approach shifts their role from being just financial contributors to becoming spiritual partners. Including scripture in your communications adds another layer of connection. For example, referencing Luke 17:17, where Jesus asks, "Where are the other nine?" after healing the ten lepers, underscores the importance of expressing timely gratitude.

Distribute Stewardship Tasks Across Your Team

To maintain consistent engagement without overburdening anyone, spread stewardship responsibilities across your team. Start by assigning clear roles. For instance, your Director of Donor Relations can manage overall strategy and timing, while Major Gifts Officers focus on one-on-one interactions with high-value donors. Board members can make personal calls to major donors, adding an extra layer of significance to these relationships.

In faith-based organizations, pastoral care teams can play a vital role by offering spiritual support during key moments in donors’ lives. Whether it’s celebrating anniversaries, visiting donors in the hospital, or providing encouragement during tough times, these gestures strengthen relationships. Volunteers can also help by writing thank-you notes or making welcome calls to new donors. To ensure no donor feels overlooked, use your CRM to track and rotate personal touchpoints. For example, every monthly donor could receive at least one personal letter or spiritual message from a different team member each year.

Step 3: Tailor Your Messages to Each Donor

Crafting personalized, faith-centered messages can transform simple donation requests into meaningful, spiritually driven connections. Donors often see their contributions as a reflection of their personal beliefs and spiritual values. This is why generic, one-size-fits-all appeals often fall flat. The key is to segment your donor base and create messages that resonate with each group's unique motivations and interests.

Group Donors by Characteristics

Start by organizing your donors into relevant segments. A practical method is RFM analysis - grouping them based on Recency (how recently they donated), Frequency (how often they give), and Monetary value (how much they contribute). This helps pinpoint which donors are most likely to respond to your next appeal and which ones may need a re-engagement strategy.

But numbers only tell part of the story. Consider diving deeper with psychographic segmentation, which focuses on the "why" behind a donor's giving. For faith-based organizations, this could mean identifying whether a donor is driven by interests like evangelism, social justice, community service, or youth ministry. You can also segment donors by their lifecycle stage:

• First-time donors: Need welcome messages and education about your mission.
• Long-term supporters: Benefit from stewardship efforts and opportunities to deepen their giving.
• Lapsed donors: Require thoughtful re-engagement campaigns.

Another important factor is communication preferences. Some donors might prefer email, while others respond better to direct mail or even text messages. Matching the communication channel to their preferences can boost engagement and reduce donor fatigue. As nonprofit expert Jeremy Reis puts it:

"The more comprehensive your data, the better equipped you'll be to identify meaningful patterns and segments".

Once you've segmented your donors, the next step is to align your messaging with their spiritual values.

Include Faith-Based Language in Appeals

Incorporating faith-based language can help position giving as an act of worship and discipleship. Matt Vuorela, CEO of Steier Group, explains:

"Faith-based capital campaigns succeed when they move beyond simply asking for money and instead invite people into a shared mission".

Make your appeals tangible and relatable. Instead of saying, "We need $10,000 for construction costs", try framing it as, "Your $1,000 donation will provide five program seats." This shifts the focus from abstract financial needs to a clear and impactful vision for ministry. Highlight stories of how these contributions directly support people’s faith journeys, showing the human side of your mission.

Zach Leighton, Principal Creative at Reliant, suggests an "attunement-based fundraising" approach:

"Fundraising becomes a spiritual practice when you discern how God invites others to join His mission through your ministry".

Before making your appeal, take time to understand what God might be doing in a donor's life. Align your request with the passions He has placed in their heart. This thoughtful, permission-based approach fosters trust and frames donors as active partners in ministry.

Step 4: Show Donors the Results of Their Giving

This step focuses on demonstrating the tangible impact of donors' contributions, building trust and strengthening their connection to your mission.

Donors want to know how their gifts make a difference. When you clearly show the results of their generosity, you deepen their commitment and inspire continued support. Highlighting the real changes their giving brings about is key to fostering long-term relationships.

Connect Donations to Specific Results

The most effective impact reports shift the narrative from what your organization has achieved to what donors have made possible. For example, instead of saying, "We served 500 families", say, "Your support helped 500 families secure stable housing". This approach places donors at the center of the story, making them feel like active participants rather than passive observers.

It's also helpful to link specific dollar amounts to outcomes. For instance, explain that a $200 donation provides a new chair for worship or that $1,000 funds five seats in a program. As Matt Vuorela, CEO of Steier Group, puts it:

"When donors understand exactly how their gift will be used and the difference it will make, they feel confident and eager to contribute".

Organizations that provide personalized impact reports tying donations to clear outcomes see retention rates of 70-85%, compared to just 40-50% for those using generic acknowledgments. By casting donors as essential partners in your mission, you create a deeper connection. Combining financial details with personal stories makes the impact even more compelling.

Next, focus on outcomes that align directly with your mission.

Report on Faith-Centered Outcomes

Your impact reports should go beyond operational metrics to include spiritual results. Share how many lives were touched through ministry programs, how faith-based services brought hope to individuals, or how families found strength during challenging times. These stories resonate deeply because they reflect the heart of your mission.

Frame your financial transparency as an act of spiritual stewardship. For example, show how 82% of funds go directly to ministry work by using a simple pie chart instead of overwhelming spreadsheets. This approach reinforces donors' confidence in your integrity and values.

Keep donors updated throughout the year - not just during fundraising campaigns. Regular updates, such as beneficiary stories or progress reports, help maintain trust and show that you value their support beyond financial contributions. Sending shorter updates two to four times a year keeps your mission fresh in their minds.

Be open about both successes and challenges. Sharing unmet goals or obstacles can actually build trust, as donors appreciate honesty. Grassroots Digital highlights this point:

"Trust grows when churches share clear financial narratives, communicate openly about challenges and wins, and align spending with stated values".

Finally, remember that donors typically spend only 20-40 seconds scanning an impact report. Use clear headlines, visuals, and concise summaries to highlight your key achievements. Always include a specific call to action at the end - impact reports with a clear next step outperform those that simply say "thank you" by 28%.

Step 5: Create Ways for Donors to Get Involved

To turn donors into lifelong partners, you need to go beyond financial contributions. When donors actively engage - whether through volunteering, prayer, or advocacy - they develop a deeper connection to your mission. This shift transforms them from casual supporters into committed partners, building bonds that last and inspire continued giving.

Here’s an eye-opening stat: 85% of volunteers also donate to the nonprofits they support. The takeaway? Involvement drives deeper investment.

Invite Donors to Volunteer

Volunteering is a powerful way to strengthen relationships. But it’s not just about assigning tasks - it’s about inviting donors to live out the mission in a meaningful way. As Ryan Nelson, author and youth leader, explains:

"Engagement is about the church calling, equipping, and charging its members to do the work of the ministry".

Approach volunteering as an opportunity for spiritual growth and discipleship. Tailor your invitations to fit donors’ life stages and interests. For instance:

• Young families might enjoy service projects they can do together.
• Business professionals could offer their expertise in areas like marketing, finance, or leadership.

Be clear about what’s involved. Provide detailed role descriptions that cover responsibilities, time commitments, and any age or skill requirements. This helps set expectations and makes it easier for people to say “yes.”

Offer a range of options to suit different levels of commitment. For example:

• One-time opportunities like helping at a retreat or event.
• Ongoing roles such as leading small groups or mentoring others.

Pair new volunteers with experienced ones for guidance, creating a supportive environment that encourages long-term involvement.

Host Prayer or Advocacy Events

Engaging donors spiritually can deepen their connection to your mission. Prayer and advocacy events foster a sense of community and shared purpose, making your organization feel like an integral part of their lives - not just another charity.

Start with prayer initiatives. These can be as simple as distributing prayer journals or hosting prayer walks. Create immersive experiences like spiritual retreats, where donors can reflect and connect with your cause. As iDonate highlights:

"Prayer brings God into the work you are doing, providing comfort, strength, and guidance to individuals and communities".

You could also dedicate space on your website or app for daily prayers, answered prayer updates, and even digital prayer groups where supporters can share requests and encouragement.

Advocacy events are another way to involve donors. Frame these as an extension of their faith and values. Host listening sessions to learn more about their passions, and keep them engaged with real-time updates via social media.

One key insight: Over 50% of social donors value inclusivity and a welcoming atmosphere. Make sure your events are designed to make participants feel like active collaborators in your mission, not just attendees. This sense of belonging can be the glue that keeps them engaged for years to come.

Step 6: Set Up Recurring Giving Programs

Recurring giving programs are the foundation of steady and reliable fundraising. They transform one-time donations into ongoing support, creating a consistent revenue stream. For faith-based nonprofits, this isn't just about financial stability - it’s about encouraging donors to make generosity a regular part of their spiritual practice. By combining personalized donor engagement with well-designed recurring giving options, you can build lasting relationships that benefit both your mission and your supporters.

Promote Monthly Giving Options

Monthly giving is a powerful way to turn a donor’s occasional generosity into a regular habit. The impact is clear: recurring donors contribute an average of 42% more annually than one-time donors. Not only that, but monthly supporters are likely to stay engaged 3–5 times longer than those who give just once.

Here’s a simple example: A donor who gives $100 once a year could instead choose to give $25 a month. Over the course of a year, that’s $300 - a 200% increase. Rebecca Segovia, a fundraising expert, highlights this advantage:

"Monthly donors give more annually - the average $52 monthly gift equals $624 a year".

The key to success lies in making the process easy and meaningful. With 60% of recurring gift enrollments happening on mobile devices, your donation page must be mobile-friendly and simple to navigate. Aim for fewer than three clicks to complete the process. Consider setting recurring giving as the default option on your donation forms, and tie suggested amounts to specific, tangible outcomes. For instance, "$25/month provides weekly meals for a family in need."

To make the program more engaging, give it a name that fosters a sense of belonging, like "Sustainer Circle" or "Faithful Partners." This makes donors feel like they’re part of a community rather than just setting up an automatic payment. And don’t overlook older donors - 79% of seniors prefer using auto-payments, making them more open to this option than you might expect.

Use Share Services to Launch Recurring Programs

Starting a recurring giving program may feel daunting, but Share Services can make it much easier. Their tools are designed to simplify every step, from streamlining monthly giving options to ensuring seamless enrollment. With Share Services, you can create mission-aligned donation pages, automate payment management, and make the entire process donor-friendly.

One of their standout features is automated retry logic, which recovers 60–70% of failed transactions. They also integrate with your CRM to identify potential monthly donors - such as those who already give semi-regularly - and recommend personalized monthly amounts based on their past contributions.

For organizations looking for more comprehensive support, Share Services offers tailored packages. Their Monthly Project Budget service (starting at $3,000/month) includes branding for your program, donation page design, email campaigns, and optimization strategies to boost enrollment. For even more in-depth assistance, the Strategy Retainer ($3,500/month) adds weekly strategy sessions and KPI reporting to help you track progress and refine your approach.

With these tools, you’re not just launching a program - you’re creating a dependable fundraising system. Organizations that focus on building recurring giving programs often see 25% to 40% of their annual revenue coming from monthly donors. That kind of stability allows you to shift from reactive financial planning to proactive, mission-driven growth.

Step 7: Cultivate Major and Legacy Donors

While recurring donations help maintain a steady flow of support, major and legacy donors can shape the future of your organization. These individuals often have a long-standing relationship with your mission, and engaging them in a deeper partnership can align their personal values with your long-term goals.

Find Donors with Capacity for Larger Gifts

Start by identifying potential major donors within your existing database. Focus on mid-level donors who contribute between $1,000 and $10,000 annually. While this group may only represent about 1% of your donor base, they can account for over 30% of your individual income. Interestingly, two-thirds of major donors begin their journey through annual giving programs.

Look for specific behaviors that indicate a deeper connection to your mission. For example, donors who have given consistently for five years or more exhibit loyalty, regardless of the size of their gifts. Pay special attention to "crisis donors" - those who maintained or increased their giving during tough times. Their actions highlight a remarkable commitment to your cause. Additionally, donors who volunteer, take on leadership roles, or actively participate in events like prayer meetings or advocacy efforts often show readiness to deepen their financial involvement.

"People give to people, not causes. The more you know about your donors, the more effectively you can communicate with them." - Jeremy Reis

Analyzing giving trends can also reveal potential major donors. For instance, donors who gradually increase their contributions over time often signal growing interest and capacity. Hosting exclusive events, such as behind-the-scenes tours or vision-casting sessions, can help you identify those who are genuinely invested in your mission's future. These gatherings not only build relationships but also provide insights into who might be ready to take their support to the next level.

Once you’ve identified these key supporters, the next step is to ensure their impact lasts for generations.

Create Planned Giving Options

After pinpointing major donors, offering planned giving options allows them to turn their dedication into a lasting legacy. Legacy giving is especially meaningful for faith-based organizations, as it provides donors with the opportunity to reflect their values and extend their impact beyond their lifetime. On average, planned gifts are 200 to 300 times the size of a typical annual donation, with recent data showing average bequest values at approximately $46,594.

Start with straightforward options like bequests (a provision in a will) or IRA beneficiary designations. These are simple for donors to understand and implement. Provide easy-to-follow resources, such as sample bequest language, online will-making tools, and straightforward beneficiary forms. Avoid complicated legal terms or language that might feel intimidating. Instead, use encouraging phrases like, "Your values can live on through a legacy gift" or "Ensure the work you care about continues for years to come".

Creating a Legacy Society can also be a powerful tool. Choose a name that resonates with your faith-based community, such as "Heritage Circle" or "Faithful Stewards Society." This fosters a sense of belonging among legacy donors and inspires others to consider similar commitments. For example, a regional food bank launched a "Legacy Partners" program through personalized outreach. Over two years, they secured 11 bequest intentions valued at up to $3.8 million, while also increasing annual donations by 28% - all with minimal costs.

"Planned giving is a people business, not a legal business™." - Viken Mikaelian, Founder, PlannedGiving.com

To spark interest, send out simple surveys asking donors about their connection to your mission and whether they’d like to explore giving options. It’s worth noting that 31% of mid-level donors have already included a bequest in their plans, and another 23% intend to do so in the future. The potential is there - you just need to start the conversation.

Conclusion

Building donor loyalty in faith-based organizations requires a shift from transactional fundraising to creating meaningful, long-term relationships. The seven steps outlined here guide donors through a lifecycle that transforms one-time contributions into enduring partnerships. By focusing on warm welcomes, consistent stewardship, personalized communication, clear impact reporting, active donor involvement, recurring giving programs, and cultivating major donors, you create a framework for lasting connections that align with your ministry's mission.

Even a small improvement in donor loyalty - just 1% - can lead to 20% more income and a 15% increase in retained donors over three years. Achieving this kind of growth requires the right tools and strategies, and that’s where Share Services steps in. Designed specifically for faith-based nonprofits with revenues between $1 million and $20 million, Share Services offers tailored donor retention strategies. These include digital fundraising tools, personalized messaging, and recurring giving programs, all aimed at helping mission-driven organizations thrive.

With a Strategy Retainer starting at $3,500 per month, you’ll have access to a dedicated nonprofit strategist who provides weekly strategy sessions, project management, and KPI reporting. Their Monthly Project Budget ($3,000/month) ensures the seamless execution of tasks like email marketing, donation page optimization, and crafting content that resonates with your donors.

When donors feel valued, informed, and spiritually connected to your mission, they don’t just contribute once - they become lifelong partners in your ministry’s work. By combining consistent donor engagement with expert fundraising support, Share Services helps faith-based organizations build the foundation for lasting donor relationships, allowing you to focus on your mission while they handle the strategy and execution.

FAQs

What should my new-donor follow-up include in the first 30 days?

In the first 30 days, prioritize showing gratitude and fostering engagement. Start by sending a personal thank-you within 48 hours - this could be a phone call, a handwritten note, or a thoughtfully crafted email. By the end of the first week, follow up with another message or call, highlighting how their contribution is already making an impact. Keep the momentum going throughout the month by sharing updates on the difference their donation is making. This consistent communication helps build a stronger connection and encourages lasting loyalty.

How do I segment faith-based donors with limited data?

To segment faith-based donors when data is limited, focus on understanding their motivations and behaviors. Begin by examining donation frequency, giving capacity, and engagement levels to spot trends. Conduct donor surveys to learn more about their values and areas of interest. Use this information to create detailed donor personas and map out their journey, identifying key interactions and potential challenges along the way. With these insights, you can develop segments that build trust and encourage lasting support.

What’s the fastest way to grow monthly giving without annoying donors?

The quickest path to growing monthly giving - without frustrating donors - is by implementing automated and smooth donation processes, sending personalized thank-you messages to show genuine appreciation, and maintaining consistent, meaningful communication. These actions help build trust, encourage loyalty, and ensure donors feel recognized and valued.

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• Why Gratitude Strengthens Faith-Based Donor Loyalty