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Keep Them for Good

Actionable Steps to Retain Your Nonprofit’s Donors, Renew Your Sponsors, and Engage the Companies Behind Them (Fundraising for Nonprofits, Book 2)

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Keep Them for Good

Yazan: Cathy Noel
Seslendiren: Lina Phan
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Most first-time donors never give again. Most sponsors quietly lapse. And most organizations respond by pouring more effort into finding new supporters — while the ones they already won drain away. Pouring faster is not the fix. Patching is.

Keep Them for Good is a complete, practical retention system for nonprofits of every size — from an author who has spent three decades watching fundraising succeed and fail from the event director’s chair, including two decades running the Royal Victoria Marathon Charity Pledge Program, which has raised over $3 million for local charities.

Inside, you’ll learn how to:

* Thank every donor within 48 hours — because speed is the message

Earn before you ask, with stewardship that costs almost nothing

Build a monthly giving program that becomes your most reliable revenue

* Win back lapsed donors with the letter they’ll actually welcome

Renew sponsors on their budget clock — never your event date

Turn your sponsors’ employees into your warmest donor pipeline (the Retention Circle that powers it all)

* Run it all on one twelve-month calendar — on schedule, not memory

Every chapter ends with a ready-to-use tool: worksheets, scripts, checklists, and templates you can put to work the same day. And through it all runs the true story of a 76-year-old nun who chose the half marathon over the 8K, came back eight consecutive years, and taught the author everything this book teaches you.

Your supporters wanted to stay. This book shows you how to let them.

Book 2 of the series that began with the bestselling Fundraising for Nonprofits.

©2026 Cathy Noel (P)2026 Cathy Noel Business Development & Entrepreneurship Customer Service Marketing & Sales
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Dinleyici bu eseri ücretsiz aldı

This feels aimed at the nonprofit staffer who is also the event planner, database manager, donor thanker, and occasional emergency problem-solver. The advice stays grounded in what one busy person can actually keep up with, especially the calendar approach and the simple ways to make supporters feel remembered.

I liked that the audiobook never treated retention as a mysterious art. It breaks the work into moments, messages, and habits, while the recurring race story gives the ideas some warmth. The narration is clear and steady, though I occasionally wanted a pause after a list so I could jot something down.

For the One-Person Fundraiser

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Dinleyici bu eseri ücretsiz aldı

This audiobook offers clear, practical, and actionable advice on fundraising, with a particularly valuable focus on building lasting relationships. It highlights the importance of donor retention, sponsor renewal, and corporate engagement as ongoing efforts that require genuine attention and intention. A helpful reminder that successful fundraising is not just about attracting new donors, but also about nurturing relationships with those who already believe in and support your mission.

Keep Them for Good

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I expected a broad pep talk about why donor retention matters. Instead, this gets specific about what to do next: thank people promptly, create a monthly giving option, and plan sponsor renewals around their own budgets. The tools at the end of the chapters make the ideas feel manageable rather than like another big strategy project.
I especially liked the story of the older runner who returned year after year. It gives the practical advice a human point of reference, and reminded me that supporters often have their own reasons for sticking around. A few ideas may take adapting for an organization with a very different setup, but I found plenty I could use as-is.

Useful

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The idea I kept thinking about afterward is that a lapsed donor may not have decided to stop caring. They may simply have drifted because the organization stopped giving them a reason to feel connected. That’s a kinder, more useful starting point than treating every non-renewal as a rejection.
The book turns that thought into concrete ways to reach out and make supporters feel their place still matters. I came away wanting to be more deliberate about the small moments after a gift, not just the next campaign. It’s a hopeful message, but it doesn’t ask you to rely on good intentions alone.

The Quiet Work of Keeping People

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