How to avoid donor ghosting: Do’s and don’ts for nonprofits

We’ve all been there—first they give, then... they disappear. 

Donor ghosting isn’t just frustrating—it’s a common challenge for nonprofits. Typically, donor ghosting happens when a supporter hasn’t responded to any outreach (emails, texts, phone calls, or event invites) for around 90 days. After a year of no giving or engagement, they’re considered lapsed.

With donor retention rates hovering around 45%, nonprofits can’t afford to let these relationships fade without a fight.

The good news? The solution is simpler than you might think. With the right tools, you can create a better experience for both your donors and your fundraising team. 

In this article, we’ll break down the most common mistakes that lead to donor ghosting and show you exactly what to do instead, using built-in tools from Givebutter Plus.

Don’t: Engage donors once and then disappear

We often talk about donor ghosting—but what if we’re the ones doing the ghosting first?

It’s not intentional, of course. After the rush of an event or campaign, the focus shifts. Teams get busy. Thank-you notes go out... and that’s it. No updates, no follow-up, no “what your gift made possible.” And just like that, the relationship stalls.

In fact, studies show that most donors lapse after their first gift simply because they don’t hear from the organization again. Without timely, thoughtful engagement, even your most enthusiastic supporters can feel overlooked—and quietly slip away.

Do: Keep the conversation going (automatically)

Most donors don’t mean to ghost—they’re just busy! Life happens, emails get buried, and good intentions fade. Setting a standard timeline—say, 60 days without engagement—can help you identify when someone’s slipping away and kickstart a re-engagement plan before they ghost for good.

With Givebutter Plus’ workflows, you don’t have to rely on memory (yours or theirs). These built-in features make donor follow-up a breeze:

• Automated thank-you emails 📩 After every donation, event, or campaign, send personalized emails that show your donors they’re appreciated—automatically.
• Campaign and event reminders 🔄 Send automated updates to keep donors in the loop about upcoming events or campaigns.
• Assigned follow-up tasks ✅ Create to-dos like “Call this major donor,” then assign them to your team with due dates and notifications—made easy with task management tools.

Consistent communication is one of the easiest ways to prevent donor churn—and with Givebutter Plus, you won’t have to remember every detail yourself.

Don’t: Blend in with boring emails

Your donors aren’t just hearing from you—they’re hearing from everyone. Other nonprofits, brands, subscription boxes. The average person receives over 100 emails per day, and only opens a fraction of them.

If your message looks like it was mass-sent, it may end up being mass-deleted. Generic emails can make even your most loyal supporters feel like just another name on a list. And when donors don’t feel seen, they’re less likely to stay connected—or give again.

Do: Send emails that donors actually want to open 

Say goodbye to cookie-cutter emails. With Givebutter Plus’ advanced email editor and templates, you can craft messages that engage donors better than ever before: 

• Beautiful branded emails 💫 Use the easy-to-navigate email editor—and hundreds of templates designed for nonprofits—to create stunning, personalized emails that match your organization’s vibe and voice. 
• Tailor messages at scale ✨ Use merge tags to personalize communication with donor names, past contributions, or campaign engagement so every email feels personal.
• Run A/B tests 🧪 See which subject lines, messaging, or designs get the best response. Track results in real time and optimize as you go, so you can continuously improve your emails based on your audience’s communication preferences.

Don’t: Stick to just one way to connect 

Email may still be the workhorse of nonprofit communication, but it shouldn’t be your only one.

Today’s donors span generations, lifestyles, and devices. While some check their inbox religiously, others swipe away messages without a second thought. Gen Z and Millennials are far more likely to respond to a quick text or social DM, while older supporters may prefer the personal touch of a mailed letter or handwritten note.

When you only use one communication channel, you’re inevitably leaving people out. In fact, some of your supporters may never even see your messages, not because they don’t care, but because you’re not reaching them in the way they prefer to be reached.

Sticking to a single-channel strategy limits your ability to meet donors where they are, build stronger relationships, and grow lasting loyalty across your entire base.

Do: Meet donors where they are 

Not all donors are active email users, so nonprofits often send these messages to supporters who never see or read them.

With Givebutter Plus, nonprofits can expand their outreach and connect with donors through their preferred method of communication:

• Personalized letters and handwritten notes 💌 Level up your donor outreach with discounted direct mail sent right from your dashboard—without the hassle of managing separate tools. Include QR codes and scannable links to donation pages or event signups, making it easy for supporters to take action right from their phones.
• Friendly SMS updates 👋 Send quick updates, reminders, or heartfelt thanks through mass texting. Boost engagement by adding visual content to your messages. With images, GIFs, or videos, your texts become more interactive and fun.

Don’t: Talk to every donor the same way

Your donors aren’t all giving for the same reasons, so why treat them like they are?

Some supporters give to honor a loved one. Others show up year after year for one specific campaign. And some are brand new, still learning what your mission means. But if every donor receives the same message, with the same tone, at the same time... you risk making even your most loyal supporters feel like just another name in your database.

Donors want to feel genuinely seen and valued—not marketed to. In fact, 71% say they expect personalized communication from the causes they support. And when that personal touch is missing, it’s easy for them to feel overlooked or wonder if their gift really made a difference.

Personalization isn’t just a nice-to-have, it’s a key part of donor retention. Without it, the connection fades. And once a donor feels like their support doesn’t matter, it’s a short path to ghosting.

Do: Personalize like a pro 

When supporters go quiet, it’s easy to wonder where the donor experience went wrong. 

But instead of guessing, why not know? Givebutter Plus gives you the data superpowers to spot trends, understand behavior, and personalize communications like never before.

Whether you're tracking who’s slipping away or celebrating your most loyal supporters, Givebutter Plus helps you:

• Track and act on donor engagement 📊 Visual reports on the full donor lifecycle and engagement history, so you can take action before it’s too late. 
• Segment by behavior 🌀 Identify trends through donor segmentation, then tailor outreach based on donor preferences, actions, and giving history.
• Keep your data fresh 🫧 With Givebutter Plus, you’ll always have a clean and accurate donor database—no more emails to the wrong donors or outdated addresses.
• Win back ghosting donors 🤝 Use past giving data and engagement history to craft personalized follow-ups. Sometimes, a thoughtful note, a quick update, or a campaign invite is all it takes to reconnect.

Dive deeper

Learn how to win back lapsed donors with LYBUNT reports →

Keep your donors close with Givebutter Plus

Donor relationships shouldn’t be a guessing game. You don’t have to figure out why donors stop giving or how to re-engage lapsed donors on your own.

With Givebutter Plus, you’ve got everything you need to follow up with heart, stay organized, and keep supporters engaged for the long haul—without burning out your team.

Cost is a huge factor for our organization as a school that is funded by tuition and supplemented by donations. We opted for Givebutter Plus to have all of the features we had on our previous system (and then some!) at a more affordable price. — Daniella D., Givebutter Plus user

You’re not just trying to raise money, you’re building a movement. And with Givebutter Plus, you can stay connected with your community in ways that feel personal, not stressful. Start your free trial of Givebutter Plus today.