First-year retention

Why it matters

Your first-year donors are the group you are most likely to lose. They gave once, often in response to one appeal, and they do not know you yet. What you do in the first few months decides whether they become regular donors or a name you never hear from again.

The fixes are simple and repeatable: a thank-you within a couple of days, a call or note from a real person, a short update on what their gift did, and a second ask that is not rushed. Write that plan down once and run it for every new donor.

How to calculate it

First-year retention = new donors from last year who gave again this year ÷ all new donors from last year × 100

How Steward shows it

Steward's Retention report shows first-year donors and first-year retention for each year beside the overall rate. Journeys includes a New donor, first year starting point that puts each step in front of your team. Every step waits for a person, and nothing is sent on its own.

Related terms

• Donor retention rate Donor retention rate is the share of last year's donors who gave again this year. It is the clearest single measure of whether your donors stay with you.
• Repeat donor retention Repeat donor retention is the share of your repeat donors, people who gave last year and in at least one year before that, who gave again this year.
• Donor journey Donor journey means the planned series of touches a donor experiences with your organization, from their first gift through thanks, updates and later asks, set out in advance so nobody falls through the cracks.