Donor Retention Survey

Build Lasting Relationships with Your Donors

Donor retention is the lifeblood of sustainable nonprofit fundraising. While acquiring new supporters is important, retaining existing donors is significantly more cost-effective and builds the foundation for long-term impact. This Donor Retention Survey template helps nonprofits understand what motivates their supporters, how they prefer to communicate, and where opportunities exist to deepen engagement and increase giving.

Why Donor Retention Matters

Research consistently shows that retaining donors costs far less than acquiring new ones, yet many organizations struggle with retention rates. Understanding why people give, how they want to stay connected, and what would inspire them to increase their support transforms transactional donors into lifelong advocates. This survey template is designed to capture those critical insights in a warm, appreciative way that strengthens rather than strains the donor relationship.

What This Template Includes

Our Donor Retention Survey template covers the essential elements of understanding and engaging your donor base:

Donor Profile & Giving History – Capture basic information while acknowledging their contribution history, making donors feel recognized and valued from the start.

Motivation & Impact Questions – Discover what inspired their initial gift, which programs resonate most, and how they perceive the impact of their support. These insights help you craft communications that speak directly to donor values.

Communication Preferences – Let donors choose how often they hear from you, through which channels, and what type of content they find most valuable. Respecting these preferences dramatically improves engagement rates.

Satisfaction & Experience Feedback – Understand how donors feel about their giving experience, from the ease of donation to the quality of acknowledgment and ongoing updates.

Upgrade Opportunity Presentation – Thoughtfully introduce opportunities for donors to increase their impact through monthly giving, legacy giving, or increased contribution levels, presented as options rather than pressures.

Open Feedback – Provide space for donors to share ideas, concerns, or testimonials in their own words, often revealing insights you didn't know to ask about.

Perfect for Nonprofit Development Teams

This template is ideal for:

• Nonprofit Directors building long-term fundraising sustainability
• Development Officers seeking to improve retention rates and donor lifetime value
• Fundraising Coordinators managing donor communications and stewardship
• Volunteer Coordinators understanding supporter motivations beyond financial giving
• Marketing Teams at nonprofits creating targeted, preference-based campaigns

How Paperform Enhances Donor Engagement

Paperform transforms this donor retention survey from a cold questionnaire into a warm conversation. The document-style editor lets you intersperse questions with genuine appreciation, impact stories, and branded imagery that reinforces your mission. Conditional logic ensures donors only see questions relevant to their giving history—monthly donors see different upgrade paths than one-time contributors.

The survey can match your organization's visual identity completely, from colors and fonts to custom imagery, creating a seamless brand experience that builds trust. Donors can complete the survey on any device, and you can embed it directly in email campaigns or on your website for maximum accessibility.

Automate Follow-Up with Stepper

Once you understand your donors better, Stepper (stepper.io) can help you act on those insights automatically. Based on survey responses, you can trigger personalized follow-up emails, update donor profiles in your CRM, assign high-value prospects to development officers for personal outreach, or segment donors into preference-based communication lists. A donor who indicates interest in monthly giving can automatically receive information about your sustainer program, while someone who prefers quarterly updates gets added to the right email cadence—all without manual data entry.

Turn Insights Into Increased Retention

The data you collect through this survey becomes a strategic asset. By understanding what motivates your donors, you can craft appeals that resonate. By honoring communication preferences, you reduce unsubscribes and increase engagement. By identifying upgrade opportunities, you create pathways for supporters to deepen their commitment at their own pace.

Organizations using donor preference surveys consistently report higher retention rates, increased average gift sizes, and stronger donor relationships. When supporters feel heard, valued, and aligned with your mission, they don't just give once—they become lifelong partners in your work.

Secure, Compliant, and Trusted

With SOC 2 Type II compliance and GDPR-ready features, Paperform ensures your donor data is handled with the security and privacy that supporters deserve. All responses are encrypted, and you maintain complete control over data access and storage.

Whether you're a small community nonprofit or a growing national organization, this Donor Retention Survey template helps you build the relationships and insights that turn one-time donors into sustained supporters. Start understanding your donors better today, and watch your retention rates—and your impact—grow.

Ready to strengthen your donor relationships? Use this template to start meaningful conversations that lead to lasting support.