--- title: "How to improve donor retention: Nurturing exploring donors" description: Here’s a breakdown of who exploring donors are, why they’re important to nurture and best practices for how to improve donor retention. image: https://blog.rkdgroup.com/hubfs/image%20(53).jpg --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. Someone else—often younger and under resourced—runs the social accounts. A third person (or maybe no one\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [SEO](https://blog.rkdgroup.com/topic/seo) [Digital Media](https://blog.rkdgroup.com/topic/digital-media) [Social Media](https://blog.rkdgroup.com/topic/social-media) [Data & Analytics](https://blog.rkdgroup.com/topic/data-analytics) [Read More](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) ## Recent Posts [Strategy](https://blog.rkdgroup.com/topic/strategy) [Donor Retention](https://blog.rkdgroup.com/topic/donor-retention) # How to improve donor retention: Nurturing exploring donors By [Kristen McCool](https://blog.rkdgroup.com/author/kristen-mccool) Every nonprofit dreams of loyal, long-term supporters—the kind of donors who stay with you year after year, deepen their investment and grow into mid-level, major or even legacy contributors. But before those lasting relationships begin, there is an earlier and more fragile stage that often gets overlooked: the exploratory phase.  “Exploring donors” represent one of the most important opportunities in your file, yet many organizations unintentionally treat this group like one-time transactions instead of the beginning of a relationship. Retaining these donors requires intention, consistency and care. Here’s a breakdown of who exploring donors are, why they’re important to nurture and best practices for how to improve donor retention.    ## Who is an exploring donor?  At its simplest, an exploring donor is someone who has made a new gift to your organization. They’ve raised their hand, taken that first step and signaled interest, but they haven’t yet formed a true relationship with you.  This distinction matters. Someone who gives once is not the same as someone who gives twice. One gift represents curiosity. Two gifts show commitment. Exploring donors sit right in the middle of that shift, and how you show up in this phase determines where they go next.     ## Why retaining exploring donors is so important  The second year of giving is the pivotal point for long-term donor value. If exploring donors feel connected and affirmed early, they are far more likely to:  - Make a second gift in their first fiscal year of giving  - Renew in their transition year (year two)  - Progress up the donor pyramid into mid-level or major giving  - Consider more complex giving vehicles like DAFs or planned gifts  A donor renewing in their second year often made their second gift during their first year. This is why the exploratory phase is mission-critical: It shapes every future revenue opportunity. Miss this window, and you’re leaving long-term value on the table.     ## Best practices to retain exploring donors  ### 1. Aim for the second gift quickly but thoughtfully  Your primary goal is to secure a second gift from these donors within the same fiscal year as their first. The key is to prompt the second gift without overwhelming them. Balancing gratitude and appeals can show your intentionality and encourage them to support a team that cares about their gift.  ### 2. Start with the channel that acquired them  The channel that brought them in (direct mail, email, digital ads, etc.) is likely their most comfortable starting point, so lean into it.  Meet them where they’re at, but don’t stop there.  A common mistake is over-relying on the acquisition channel alone. “They came in through mail, so we only mail them.” No single channel can carry the entire burden of relationship building.  ### 3. Expand to a multi-channel experience  Donors need a comprehensive experience across the channels you can access, including:  - Email for quick touchpoints and impact updates  - Paid media to reinforce your presence  - Direct mail for deeper storytelling  - SMS for timely nudges or gratitude  But to do this, you first need their contact information. Focus early on gathering their email address, physical address and phone number so you can expand your communication toolbox.   ### 4. Make them feel known, not solicited  Exploring donors want to feel thanked, valued, seen, connected to your cause and confident their gift made a difference.  Stewardship must be more than a receipt. Show them the impact of their gift, whether that be food delivered, research accelerated or a neighbor sheltered. This affirmation dramatically increases the likelihood of a second gift.  ### 5. Listen to them  Retention isn’t just about messaging. It’s also about listening.  You can listen to your donors in two ways:  - Ask for feedback. Surveys, reply devices and simple “How was your experience?” prompts make donors feel heard while providing your team with actionable insights.  - Observe behavioral cues. How do they interact with your mail pieces? What content do they click on online? This information fuels personalization.  We can’t confuse *transactions* with *engagement*. A donor may prefer to give in one channel yet engage meaningfully in another. Your job is to notice both.     Retaining exploring donors is more than improving year-one metrics. It’s about laying the foundation for all future value and building a relationship grounded in gratitude, relevance, transparency and trust.  If nonprofits can treat that first gift as the beginning rather than the end—intentionally nurturing, listening and personalizing—they can unlock donor loyalty that lasts far beyond year two.  ### [Kristen McCool](https://blog.rkdgroup.com/author/kristen-mccool) As Senior Vice President of Strategy at RKD Group, Kristen provides innovative fundraising strategies for nonprofit organizations of all shapes and sizes. A strong champion of RKD's audience-first philosophy, Kristen and her team consistently exceed their clients' fundraising goals by orchestrating targeted and effective direct mail strategies to maximize client outreach and engagement. 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