The Association of Fundraising Professionals (AFP) Fundraising Effectiveness Project, Q3 2025 Report provides a clear view of the nonprofit sector’s current challenges: while total fundraising dollars grew about 3.7% year-over-year, donor numbers and retention rates remain a concern. (AFP, 2025 Q3 FEP)
Even small improvements in retention can have a big impact on long-term sustainability. The report emphasizes that nonprofits must prioritize stewardship, consistent communication, and meaningful engagement to turn one-time donors into repeat supporters.
FEP Recommendations for Improving Donor Retention
The Q3 2025 report highlights strategies that drive retention:
- Prioritize donor stewardship – show donors that they are appreciated and connected to the mission.
- Offer tangible, meaningful benefits that reinforce the value of the relationship.
- Create touch points beyond the ask to maintain engagement throughout the year.
In other words, retention requires consistent, thoughtful engagement that goes beyond fundraising appeals.
How Legal Directives Memberships Address Retention Challenges
A Legal Directives membership, which includes a branded wallet card, is an ideal tool to implement these recommendations — especially because most nonprofits renew the membership on behalf of the donor. This renewal process creates annual touch points that reinforce appreciation, engagement, and value.
1. Stewardship and Annual Engagement
Each year when a nonprofit renews a donor’s Legal Directives membership, it creates a natural stewardship moment:
- A built-in thank-you touch point that demonstrates care and recognition
- Opportunity to remind donors of your organization’s impact and mission
- Reinforcement of the donor’s connection to your cause
This recurring engagement aligns directly with the FEP recommendation that consistent stewardship builds donor loyalty.
2. Tangible, Practical Value That Keeps Donors Engaged
The Q3 2025 report notes that donors are more likely to stay committed when they receive meaningful benefits. Legal Directives delivers that by providing:
- Secure, 24/7 access to emergency contacts, healthcare and legal directives
- Peace of mind for donors and their families
- A wallet-sized card with your nonprofit’s branding, giving a visible, daily reminder of the organization
Because the nonprofit manages the renewal, donors continue to experience value year after year, strengthening the relationship without requiring them to take action.
3. Touch points Beyond Fundraising Appeals
Retention depends on engagement that isn’t solely tied to giving. The annual membership renewal serves as a recurring opportunity to:
- Communicate updates and resources related to Legal Directiives
- Share relevant educational content or mission-impact stories
- Reaffirm the organization’s appreciation and care
These touch points reinforce donor trust and loyalty, addressing the retention gaps highlighted in the report.
4. Cost-Effective Stewardship With Long-Term Impact
Large events and premium gifts can be expensive and fleeting. Legal Directives memberships, with annual renewal handled by the nonprofit, provide ongoing value, visibility, and engagement at a fraction of the cost.
- Tangible, useful service keeps donors engaged
- Branded wallet card keeps the nonprofit top-of-mind daily
- Annual renewal ensures recurring recognition and interaction
This makes Legal Directives a high-impact, retention-focused stewardship tool, directly responding to the sector-wide challenges reported by The Association of Fundraising Professionals.
Conclusion: Turning Retention Recommendations Into Action
The Q3 2025 Association of Fundraising Professionals data is clear: donor retention is the key to sustainable fundraising, and nonprofits must focus on consistent stewardship, meaningful engagement, and ongoing touchpoints.
By offering Legal Directives memberships, including the branded wallet card, and renewing them on the donor’s behalf, nonprofits can:
- Strengthen relationships with practical, valued services
- Create annual touch points and build-in thank-you moments
- Keep donors engaged and top-of-mind year after year
In short, Legal Directives provides a proven, donor-centered approach to improve retention, turning one-time supporters into loyal, long-term champions of your mission.