What Nonprofits Can Steal from Netflix, Starbucks, and Spotify to Keep Donors for Life
Let’s be honest—donor retention feels like an unsolvable puzzle for most nonprofits. You work your tail off to bring in new donors, only to watch them disappear faster than a box of donuts in the staff breakroom.
Meanwhile, companies like Netflix, Starbucks, and Spotify have mastered the art of keeping customers hooked for years. So, what do they know that nonprofits don’t?
The secret isn’t magic—it’s strategy.
And today, I’m spilling the tea on how you can “steal” their best retention tactics to turn first-time donors into lifelong supporters. Because let’s face it: chasing new donors is exhausting (and expensive), while keeping the ones you have is where the real magic happens.
Why Nonprofits Should Steal from Big Brands
Nonprofits are great at storytelling, mission-driven work, and rallying communities. But let’s be real: when it comes to keeping people engaged, the corporate world is miles ahead. Big brands spend millions studying human behavior and perfecting customer retention. The good news? You don’t need a Netflix-sized budget to apply these lessons to your nonprofit.
Instead of thinking of donors as one-time givers, start thinking about them the way Netflix thinks about subscribers—people who want a long-term relationship with you (if you make it worth their while).
Here’s how to do it.
1. Netflix: Personalization is Everything
Netflix doesn’t just throw random shows at you—it curates recommendations based on what you love. Why? Because personalization keeps people engaged.
How to Apply This:
- Stop sending generic emails. Segment your donors based on their interests and past giving. If someone gave to your education program, send them updates specifically about that—not a blanket newsletter.
- Use their first name in emails and thank-you messages (yes, it sounds basic, but you’d be surprised how often this is overlooked).
- Send donors an “impact highlight reel” at the end of the year, showing what THEY specifically helped achieve.
2. Starbucks: Create a VIP Experience
Starbucks doesn’t just sell coffee—it sells belonging. Their rewards program makes customers feel special, offering exclusive perks and personalized deals.
How to Apply This:
- Treat your donors like insiders. Give them early access to event tickets, behind-the-scenes updates, or an exclusive donor-only newsletter.
- Create a donor appreciation event or webinar just for repeat givers. Make them feel like part of an elite club.
- Handwritten thank-you notes, donor anniversary shout-outs, and personalized check-ins go a LONG way in making donors feel valued.
3. Spotify: Make Giving a Habit
Spotify is a master at keeping people engaged through habits. Playlists, Wrapped recaps, and daily mixes all keep users coming back without much effort.
How to Apply This:
- Turn giving into a habit by promoting monthly giving as the “Netflix subscription for good.”
- Send donors a fun “Your Year in Impact” email (like Spotify Wrapped) showing what their gifts accomplished.
- Provide “recommended actions” based on past behavior—“Since you donated last year, here’s how you can deepen your impact this year!”
Final Thoughts: The Future of Donor Retention
The nonprofit sector can (and should) steal these retention tactics without shame. The takeaway? Treat donors less like ATMs and more like partners in your mission. Give them a reason to stay engaged, personalize their experience, and make them feel like VIPs.
If you’re ready to implement these strategies but need help figuring out where to start, check out our Stewardship Audit—your first step to building a donor retention plan that actually works.
Retention isn’t just about keeping donors—it’s about making them feel like they belong. Do that, and they’ll stick with you for years to come.
I'm Your Fundraising BFF
I’ve spent over 15 years raising money and growing nonprofits through smart, data-driven strategies paired with creativity. I’m really, really good at raising money — for you.
Whether you're focused on improving donor retention or growing your base of support, I’ve done it all, and I’m here to help you succeed. Just like a work bestie.
My sweet spot is at the intersection of data and creativity. I’ve consistently boosted donor retention and transformed strategies by blending data analysis with the art of storytelling.
The result? Engaged donors and sustainable growth. I’ve helped many nonprofits thrive—and I’m ready to do the same for you.
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