Why Donor Churn Persists Despite Three Decades of Retention Research: An Empirical Study of the Theory-Practice Gap in Donor Retention
(A2026-134194)

AUTHORS

Jacob Schjødt, Copenhagen Business School

ABSTRACT

Despite three decades of donor-retention research, high churn remains a persistent challenge for charities. While donor retention literature recommends prioritizing long-term relational, over short-term promotional, communication, it is unclear whether fundraisers follow this guidance in practice. Analyzing 730 retention messages from 44 charities across 88 donor journeys, we find that the challenge is not implementing relational recommendations but balancing them with the competing goal of securing additional donations. Within one month of the donor relationship, relational content declines sharply as promotional appeals rise. A survey shows that fundraisers prefer a more relational approach than their behavior suggests. Donor churn may therefore persist not because fundraisers disregard research, but because relational ideals erode under pressure to deliver immediate results. We call for research on how charities can better navigate between relational and promotional objectives.