Exploring retention strategies : A study on the use of online and offline communication channels and various donation solicitation appeals on donor retention.

Nonprofits face ongoing challenges in effectively engaging and retaining donors, yet research often falls short in providing guidance on communication strategies. This study explores the usage of on- and offline communication channels as well as various donation appeals in the context of donor retention. This qualitative study, based on semi-structured interviews with 16 representatives from 14 nonprofits across sectors like animal welfare, health, and education, explores how communication strategies are used throughout the donor journey.