How to acquire new donors: 12 proven strategies for nonprofits

And let’s be real: the world is moving faster than ever. The way people give, the causes they care about, even how they hear about you, it’s all changing. That means nonprofits need smarter, faster ways to grow their donor base.

What is donor acquisition?

Donor acquisition is a simple idea when you break it down. It's just the process of finding new people who care about your cause and getting them to support it. It sounds easy, but if you've ever tried it, you know it takes more than just asking nicely.

Think of donor acquisition like planting a garden. First, you need to find the right seeds, people who believe in your mission. Then, you plant them with care, using the right messages, events, and outreach. Over time, with the right attention and follow-up, those seeds grow into loyal supporters.

One important thing to remember: donor acquisition isn’t the same as donor retention. Acquisition is about meeting new people. Retention is about keeping the friends you’ve already made. Both are important, but if you don’t keep finding new donors, your fundraising will eventually slow down. A strong nonprofit always keeps planting seeds while taking good care of its garden.

How donor acquisition impacts your donor base and fundraising goals

When you bring in new donors, you’re not just adding names to a list, you’re building the future of your nonprofit. Every new supporter adds strength to your donor base, which makes your organization more stable and ready to grow. Think of it like planting seeds in a garden. Some grow fast, some take a little longer, but every single one helps your mission stay healthy.

A strong donor base means you’re less vulnerable if a few donors stop giving. It also means you can dream bigger when setting your fundraising goals. Instead of hoping your same group will give more every year, you’ll have a wider, more diverse group to lean on. That takes pressure off your fundraising events and campaigns.

Plus, when you focus on growing your donor base early, it’s a lot easier to keep your retention rates high later. New donors who feel welcomed and appreciated are much more likely to stick around, give again, and even become your biggest champions down the line.

Key donor acquisition metrics: measuring success

It’s easy to feel like you’re making progress just by getting new donations, but if you really want to grow, you need to measure what’s happening. Tracking a few key donor acquisition metrics helps you see what’s working, what’s not, and where you can do even better.

The first number to watch is your donor acquisition rate. This tells you how many new donors you’re bringing in over a certain time period. It’s a simple way to check if your outreach is actually growing your supporter family.

Next, keep an eye on your acquisition costs. Every postcard you mail, ad you run, or event you host costs money. Knowing how much you spend to get each new donor helps you stay smart with your budget.

And don’t forget about donor lifetime value and retention rates. A new donor is exciting, but the real magic happens when that person gives again and again. High retention rates and strong donor value numbers mean you’re not just finding donors, you’re building loyal relationships.

When you track these numbers regularly, you get a clear picture of how well your donor acquisition strategy is working, and where it can grow stronger.

How to find new donors: 12 proven strategies for success

Finding new donors doesn’t have to feel like searching for a needle in a haystack. With the right strategies, you can connect with people who already care about the kinds of changes you’re working to make. It’s all about meeting them where they are, showing them why your cause matters, and making it easy for them to jump in and help.

These twelve strategies aren’t just theories, they’re based on real-world experience, the kind of work we do every day alongside nonprofits of all sizes. Pick the ones that fit your mission best, and you’ll start seeing real results, faster than you might expect.

1. Tap into your existing donors and support base

Your best path to new donors might be the people who already love you. Existing donors, volunteers, and supporters know your mission inside and out. They believe in it enough to give their time, money, or voice, and they probably know others who would too.

Start by simply asking. You don’t need a fancy campaign. A heartfelt email or a personal conversation goes a long way. Let your supporters know they can make an even bigger impact by helping you grow your donor family. Give them tools like shareable posts, short invite emails, or even sample messages they can pass along.

Remember, when someone introduces their friends to your cause, it’s a personal endorsement. That kind of trust is powerful, way more powerful than any ad you could buy. Plus, it makes your existing supporters feel even more connected to your success.

2. Re-engage lapsed donors from your donor database

Not every new donor has to be brand new. Sometimes, the easiest people to bring back are the ones who already gave in the past but drifted away. These lapsed donors already know your name, and at some point, they cared enough to support your cause.

Start by digging into your donor database. Look for people who haven’t given in a year or two. Then, reach out with a warm, no-pressure message. Remind them why they gave before. Share what’s new and exciting with your organization. And most importantly, make it easy for them to jump back in.

A simple “we miss you” email or a personal note can work wonders. Sometimes life just gets busy, and your supporters need a little nudge to reconnect. When you treat lapsed donors like old friends instead of lost causes, you open the door for them to come back stronger than ever.

3. Engage your board members in donor acquisition

Your board members aren’t just there to vote on budgets, they’re some of your best ambassadors for finding new donors. These are people who already believe in your mission enough to lead it. Chances are, they know others who would be just as passionate if they got the right introduction.

Start by making it simple. Give your board members clear tools, like short talking points, sample emails, or social media posts they can easily share. Encourage them to host small gatherings or invite friends to your fundraising events. Even a casual coffee meeting can open doors to new support.

And don't assume they know exactly how to help. Be clear about what you need, whether it’s introductions, event hosting, or even just spreading the word. When you set your board up for success, you’ll be amazed at how many new connections they can bring in.

4. Optimize your website and calls to action

Your website is often the first place a potential donor goes to learn about you, and first impressions matter. If it’s hard to find where to give, confusing to navigate, or too slow to load, you could be losing new donors without even knowing it.

Start by making sure your donation button is easy to spot. It should be on every page, not just buried deep in your site. Your calls to action, the words you use to invite someone to donate, should be clear, friendly, and direct. Think “Help a child today” instead of “Submit donation information.”

Also, keep your donation forms short and simple. Every extra step is a chance for someone to give up. And always show the impact. When people know exactly how their gift will help, they’re much more likely to hit that donate button with confidence.

5. Host impactful fundraising events and peer-to-peer fundraisers

Fundraising events are more than just a way to raise money, they’re a chance to bring new people into your mission. Whether it’s a casual meet-up, a big gala, or an online peer-to-peer fundraiser, events create energy and excitement that can attract fresh faces.

Peer-to-peer fundraisers are especially powerful. Instead of your nonprofit doing all the asking, your supporters raise money from their own networks. It’s a ripple effect. One person who loves your cause can introduce it to dozens of friends and family members who might become your next donors.

The key is to make it easy and fun. Give people simple tools to create their own fundraising pages, share their stories, and celebrate when they hit milestones. A little encouragement goes a long way in turning a one-time event into a major boost for your donor base.

6. Use targeted email campaigns to find new donors

Email might feel old-school, but it’s still one of the most powerful ways to find and connect with new donors. The trick is to make your emails personal, clear, and targeted, not just another message that gets lost in a crowded inbox.

Start by building and segmenting your email list. You want to send the right message to the right people. For example, someone who’s attended one of your events might get a different email than someone who’s brand-new to your mission. Personal touches, like using their first name or mentioning how they found you, make a big difference.

Keep your emails short, friendly, and focused on one clear call to action. Whether it’s “Join us for an event” or “Make your first gift today,” make sure they know exactly what you’re inviting them to do. A well-crafted email can turn a curious reader into your newest supporter.

7. Expand your reach through social media strategies

Social media isn’t just for sharing cute photos or event updates, it’s one of the easiest ways to reach potential donors where they already are. If you’re not using it to find new supporters, you’re missing out.

Start by showing up consistently. You don’t have to be everywhere at once, but pick the platforms your audience uses most and post regularly. Share real stories, behind-the-scenes moments, and clear calls to action. People connect with people, not just logos or polished campaigns.

You can also boost your reach with paid ads or promoted posts. Even a small budget can help you get in front of new faces who care about causes like yours. And don’t forget about hashtags and partnerships, teaming up with local businesses or influencers can quickly expand your support base way beyond your usual circle.

8. Create partnerships with businesses and community organizations

You don’t have to do it all alone. Local businesses and community groups are often looking for ways to give back, and partnering with your nonprofit can be a win-win for everyone.

Start by thinking about companies or organizations that share your values. A pet store might be excited to support an animal rescue. A local coffee shop might want to back a literacy program. When you find the right match, it feels natural for their customers or members to support you too.

Partnerships can take lots of forms: event sponsorships, donation drives, co-hosted fundraisers, or even a portion of sales going to your cause. Whatever the setup, make sure both sides feel good about the relationship. Strong partnerships not only bring in new donors but also strengthen your reputation in the community.

9. Launch peer-to-peer fundraisers to activate new audiences

When it comes to finding new donors, nothing beats a friend’s recommendation. That’s why peer-to-peer fundraising works so well. Instead of your nonprofit doing all the asking, your supporters step up and fundraise on your behalf, bringing your mission into their personal networks.

The magic of peer-to-peer is trust. Friends and family are much more likely to give when someone they know asks, especially when it’s tied to something they care about. Plus, it feels good for your supporters, too. They get to be part of something bigger while helping you grow your donor base.

Make it easy for them. Provide simple templates for social media posts, emails, and fundraising pages. Celebrate their milestones along the way. The easier and more fun you make it, the more people will want to jump in and help spread your mission.

10. Implement donor database segmentation and personalization

Not every donor is the same, and treating them like they are can make your outreach feel cold or generic. That’s where segmentation and personalization come in. It’s about using the information you already have in your donor database to send the right message to the right person.

Start by sorting donors into groups based on things like their giving history, event attendance, or even interests they’ve shared. Maybe you have a group that loves attending galas and another that always supports your children’s programs. When you know who you’re talking to, you can make your messages feel personal and relevant.

Personalization goes beyond just adding a first name to an email. It’s about connecting with what matters to that donor. The more you show people that you see them as individuals, not just names on a list, the more likely they are to stick around and bring others with them.

11. Appeal to major donors through tailored strategies

Major donors can make a big difference for your organization, but reaching them takes a little more care and planning. These donors usually want to feel deeply connected to the cause they’re supporting, not just financially, but emotionally too.

Start by doing your homework. Use your donor database and prospect research to learn about their interests, values, and giving history. Then, craft a personal approach. This might mean a handwritten note, a one-on-one coffee meeting, or a behind-the-scenes tour of your programs.

Don’t rush the ask. Build a real relationship first. Show them the impact of your work and invite them to be part of something meaningful. When major donors feel truly seen and valued, they’re not just giving money, they’re investing in a mission they believe in.

12. Optimize your messaging based on donor motivations

People give for a lot of different reasons, and understanding those reasons can make all the difference when you’re asking for support. Some donors are driven by emotion. Others care about making a measurable impact. Some love being part of a community. Knowing what matters to them helps you speak their language.

Start by listening. Pay attention to what your donors talk about, what stories they respond to, and what events they show up for. Then, use that insight to shape your messaging. If a donor is passionate about education, show them how their gift can fund scholarships. If they care about quick action, highlight emergency response programs.

The goal is to make every message feel like it was written just for them. When donors see themselves in your mission, giving feels less like a transaction, and more like being part of something bigger.

Crafting a winning donor acquisition strategy

Finding new donors isn’t just about trying a few random ideas and hoping for the best. The nonprofits that really grow are the ones that build a plan, a real donor acquisition strategy that gives them focus and direction.

Start by setting clear, realistic goals. How many new donors do you want to bring in this year? What’s your fundraising goal tied to those new supporters? Write it down so your whole team knows what you’re aiming for.

Next, map out the steps. Choose a few strategies that fit your mission and your resources. Assign roles, set deadlines, and keep track of progress. The more organized you are, the easier it is to stay motivated and spot what’s working.

And don’t forget, your strategy isn’t set in stone. Check your results often and be ready to tweak things. Sometimes a small change, like adjusting your email wording or switching up your event plan, can make a huge difference.

The best acquisition strategies are flexible, focused, and always learning. That’s how you build momentum that keeps going year after year.

How acquiring new donors helps with retaining donors long-term

Getting a new donor is exciting, but the real success comes when you turn that first gift into a lasting relationship. That’s why good donor acquisition is always connected to strong donor retention. They work hand in hand.

When someone gives for the first time, it’s like they’re raising their hand and saying, “I’m interested.” That’s your moment to make them feel welcome and important. A quick thank-you, a simple story about their impact, or a personal follow-up can turn a one-time gift into years of loyal support.

It’s a lot easier to keep a donor than to find a brand-new one. So when you focus on making a great first impression, you’re actually saving yourself time, energy, and money down the line. Good acquisition doesn’t just grow your donor list, it builds a stronger, more connected community that sticks with you through thick and thin.

Keep the momentum going

Bringing in new donors isn’t just about picking the right tools. It’s about having the right support, a team in your corner, and a plan that adapts as your nonprofit grows. At Harness, we go beyond software. We work alongside you, helping you set clear goals, map out your acquisition strategy, and keep your donor relationships strong—every step of the way.

Whether you’re just getting started or looking to level up, our team’s here to help with real advice, hands-on support, and years of experience guiding nonprofits through every challenge. With Harness, you don’t just get a product—you get a partner dedicated to helping your mission grow and thrive.

If you’re ready to build a stronger donor base and make fundraising less stressful, let’s talk. We’re here to help you do more, reach further, and create the kind of impact that lasts.

Frequently asked questions

What is the difference between acquiring new donors and retaining donors?

Acquiring new donors is about bringing fresh supporters into your organization, people who are giving for the first time. Retaining donors is about keeping those supporters engaged and encouraging them to give again and again. Both are important, but long-term success really comes from doing both well.

How do I calculate my donor acquisition rate?

To calculate your donor acquisition rate, divide the number of new donors you gained during a specific time period by the total number of donors you had at the start of that period. Then multiply by 100 to get a percentage. It’s a simple way to see how fast your donor family is growing.

What are the best strategies to find new donors quickly?

Some of the fastest ways to find new donors include tapping into your existing supporters’ networks, launching a peer-to-peer fundraiser, and using targeted social media ads. These approaches help you reach warm audiences quickly without starting from scratch.

How much should I spend on donor acquisition?

It depends on your goals and your budget, but a good rule of thumb is to balance your acquisition costs with the long-term value of the donors you bring in. If you’re spending too much compared to what new donors are likely to give over time, it might be time to adjust your strategy.

How can peer-to-peer fundraisers help acquire donors?

Peer-to-peer fundraisers are powerful because they let your supporters introduce your cause to their personal networks. It’s a way to reach new donors through people they already trust, making them much more likely to give and stay connected.