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One phone call can make a real difference for your donors. Calling donor retention is a proven strategy in the nonprofit sector.
According to a study by Bloomerang, just one thank-you call can boost donor retention by about 8%.
Make more than one call, and that number jumps to nearly 25%. These numbers show that calling your donors to thank them significantly impacts donor retention rates. And, as the data suggests, multiple calls work even better.
If you want to start making calls and retaining more supporters, you’ll need the right tools and strategies. This guide covers the essentials for calling donor retention, from the types of calling tools available to practical steps for launching your own campaign.
Types of calling tools for donor retention
When it comes to calling donor retention, nonprofits have two main options: outbound call center software and voice broadcast tools. Both are designed to maximize calling donor retention and improve overall donor retention rates.
- Call Center (outbound)
With call center software, your staff or volunteers can make outbound calls to your contact list. This approach is ideal for reaching out to supporters with personalized thank-yous, updates, or invitations. Outbound calling helps you connect directly with donors, making each interaction feel personal and valued.
- Voice broadcast
Voice broadcast tools let you send a prerecorded message to all your contacts at once. When a donor picks up, your message plays automatically. Some platforms even allow you to convert text to speech by entering your call script. Voice broadcasts are efficient for reaching large groups quickly, especially when you need to share urgent updates or reminders.
Both tools are designed to support calling donor retention and help you improve donor retention rates, whether you’re reaching out one-on-one or at scale.
Read Again: Building Call Center Scripts that Motivate Action (with examples)
Make calls to reach out to high-value donors/supporters
If your nonprofit has a small or medium-sized contact list, calling campaigns are a great way to show appreciation personally. For larger lists, you can segment your contacts for targeted outreach, focusing on those most likely to respond or those who have given the most.
Major donor appreciation
The more important a donor is to your cause, the more personalized your outreach should be. Major donors—often the top 20% of your supporters—deserve special attention. Ask board members to call these donors and thank them directly. You can even pair board members with a few top donors to build stronger relationships, improve retention rates, and increase donor lifetime value.
Read Also: 6 Easy Steps to Craft the Perfect Donor Cultivation Plan
Conducting surveys
Let’s call calling donor retention what it is—a way to keep supporters engaged and encourage them to keep giving. One key part of donor retention is making sure your supporters feel heard. This is especially true for first-time donors, who may not yet feel fully connected to your organization. Investing in their engagement early can lead to future gifts.
Surveys are a powerful way to increase your donor retention rate. Call center software with built-in survey tools, like CallHub, makes it easy to collect feedback and manage responses. By asking donors for their opinions, you show that you value their input and are committed to improving your work.
Event invites
A personal invitation to a charitable event is hard to ignore. Phone calls are a great way to reach potential attendees and collect RSVPs. Nonprofit events play a big role in maintaining and improving donor retention rates, as they show appreciation for your donors’ gifts. Dedicating time to celebrate your donor base can boost engagement, and a personal phone call from your organization can make all the difference.
Event invites via calling donor retention strategies can boost engagement and attendance, making your events more successful.
Read Also: The most important questions to get started with donor retention
Send voice broadcasts for urgent updates
Sometimes, you don’t have time to call every donor individually. That’s where voice broadcasts come in handy.
Event updates via calling for donor retention
Keep event attendees informed about venues, timings, or any last-minute changes. Since these messages are purely informational, voice broadcasts are a great way to communicate quickly and efficiently. This approach supports calling donor retention by keeping your supporters in the loop and showing that you value their participation.
Read Also: Donor Communications Best Practices For Better Interactions
Emergency alerts
Voice broadcasts are also perfect for urgent updates or alerts. Maybe a petition deadline is approaching, or you need to share safety information during a crisis. Voice broadcasts are an efficient calling donor retention tool for urgent updates, ensuring your supporters get the information they need, when they need it.
Read Also: Small Donor Retention: Tips You Need to Know
Setting up a call center campaign
Setting up a call center campaign for calling donor retention is straightforward with the right software. Here’s how you can do it with a platform like CallHub:
- Create campaign: Select a phone number, choose an auto dialer, and upload your contact list.
- Add your script: Personalize your call scripts using custom fields to address each donor by name or reference their past support.
- Add agents: Assign staff or volunteers who will make the calls.
- Set operating hours: Define when calls can be made to respect donors’ time.
- Send follow-ups: Send follow-up information via text during or after the call. For example, you can send a donation link or event details. CallHub allows you to create text templates for quick follow-ups.
This process helps you manage your calling donor retention efforts efficiently and ensures every supporter receives a personal touch.
Example: A donation link. Know more on Texting for Donor Retention and Engagement – Strategies and Templates.
Setting up a voice broadcast campaign for calling donor retention
Voice broadcast campaigns are a scalable calling donor retention solution. Here’s how to set one up:
1. Create campaign
Start a new voice broadcast campaign and select your contact list.
2. Add your audio
Upload a prerecorded message or use the text-to-speech feature to generate your message.
3. Set dialer settings
Choose how often to call and how many times to retry unanswered calls.
4. Set campaign timing
Make sure calls are only made during appropriate hours.
Automatically detect answering machines
Use this feature to send a different message if a supporter doesn’t answer, ensuring your communication is always relevant.
Getting started with calling donor retention is simple, especially with flexible tools like CallHub. Here’s what you can expect:
Calling donor retention: How to get started with CallHub
Along with being lightning fast to set up, CallHub offers plenty of benefits for the value-conscious nonprofit:
- Flexible pricing plans
Choose between pay-as-you-go or subscription options, depending on your needs and budget. See Pricing
- Detailed call center analytics
Track the success of your donor retention campaigns in real time, so you can see what’s working and adjust as needed.
- Integrations with top nonprofit CRMs
Connect with popular nonprofit CRMs like NationBuilder, Salesforce, and Blackbaud. This ensures your contact details are always up to date and your outreach is seamless.
- Take a look at our full list of integrations.
Read Also: The #1 Reason Why Donors Leave – and How to Fix It
Moving forward with Calling Donor Retention
Calling donor retention is more than just a tactic—it’s a proven way to reduce donor churn and build lasting relationships. Whether you’re making personal calls, sending voice broadcasts, or running targeted campaigns, the right approach can boost your donor retention rates and help your organization thrive. Ready to make an impact in your donor retention effort through phone calls? Sign up here.
Frequently asked questions on calling donor retention
Does calling donors really improve donor retention?
Yes. Multiple sector studies show that calling donors—especially to thank them—significantly increases retention rates. For example, first-time donors who receive a thank-you call within 90 days are up to 58% more likely to give again, compared to about 33% for those who don’t receive a call.
How soon after a donation should I call a donor?
The sooner, the better. Research suggests that calling within a few days of receiving a gift has the greatest impact. Even calls made within a month are effective, but prompt outreach is ideal.
Who should make donor thank-you calls?
Board members, leadership volunteers, or senior staff are most effective, but any genuine, grateful representative can make a difference. Donors respond especially well to calls from board members or organizational leaders.
Do I need to call every donor after every gift?
No. Prioritize first-time donors, major donors, and those who significantly increase their giving. Even one thank-you call over a two-year period can boost retention and future giving.
What should I say during a donor thank-you call?
Keep it brief and sincere. Express gratitude, mention the donor’s impact, and avoid making another ask. If you reach voicemail, leave a short, warm message—voicemails are nearly as effective as live calls.
