According to the 2025 M+R Benchmarks Report , the average retention rate for new online donors was 23% last year. That means that less than a quarter of new online supporters from 2023 contributed to the same nonprofits again in 2024. To keep donors around, nonprofits need to make supporting their causes worthwhile and enhance the donor experience. That’s where donor stewardship comes in. As Aly Sterling Philanthropy’s donor stewardship guide  explains, “Donor stewardship dir