Beat donor fatigue: What it is - and how to keep your supporters giving

Firstly, what is donor fatigue?

Simply put, donor fatigue happens when your supporters become overwhelmed and disengaged. It's when people who previously supported your charity lose their willingness or ability to continue giving, despite still caring for your cause. 

In some cases, it's that moment when donors start thinking, "Not another ask," instead of, "How can I help?"

Even the most committed supporters can become unresponsive over time. Understanding why this happens, and how to recognise it's donor fatigue creeping in, is a powerful skill for fundraisers. You might notice declining response rates to your campaigns, smaller average gift sizes or donors who used to give multiple times per year suddenly going quiet.

And the data tells a sobering story. According to a Charities Aid Foundation (CAF) report, 5.2 million fewer British people donated to charities in 2024 than in 2019; that's a significant decline and big manifestation of donor fatigue. The number of people donating, volunteering or sponsoring has fallen to the lowest levels recorded since CAF began its research in 2016, too.

But here's the encouraging news ... donor fatigue isn't inevitable. Once you understand what donor fatigue is, and why it happens, it becomes preventable and reversible.

The key is recognising that donor fatigue can stem from changeable organisational practices, rather than a sudden disinterest in your cause.

Understanding the main cause of donor fatigue is crucial. The primary cause is thought to be over-communication. It’s tempting to send supporters lots of messages, but if you send too many over short periods of time, it doesn’t always land well.   

• Post-campaign exhaustion

After major campaigns, particularly emergency appeals or capital drives, donors often experience a natural dip in giving capacity. This cause of donor fatigue happens when donors need time to recover emotionally from intense giving periods. 

• Generic, impersonal messaging

When donors receive the exact same appeal as everyone else on your list, they feel like just another name in your database rather than a valued supporter. Mass-produced communications reinforce this feeling and become a preventable cause of donor fatigue.

• Lack of meaningful engagement

Only ever asking for money is another key cause of donor fatigue. If every interaction involves an outstretched hand, donors start feeling used rather than appreciated, creating the perfect conditions for donor fatigue to develop.

• Lack of transparency

International research shows nearly one in four donors (24%) stopped giving due to a lack of transparency about how contributions were used. Meanwhile, 65% of donors say they would give more if they understood how their contributions were being used - highlighting transparency as both a cause of donor fatigue and a solution.

• Budget depletion

Many donors set aside specific amounts for charitable giving each year. Once exhausted, be that through planned giving or unexpected emergency appeals, they can't give more. This creates what appears to be donor fatigue, but is actually financial constraint. 

The good news? This can all be overcome with strategic thinking, genuine relationship-building and the right charity-focused technology.  

First, it's important to understand that sustainable fundraising isn't about the frequency of requests, but the quality of relationships you have with supporters. More asks don’t always equal more income generated. 

• Segment your audience thoughtfully

Not all donors are the same, so why would you treat them so? Create different communication tracks based on giving history, interests and engagement levels. Your major donors might appreciate monthly personal updates, while newer supporters might prefer quarterly newsletters. Use the data you have to create meaningful donor personas and tailor your approach. 

A perfect example comes from Acorns Children's Hospice, who transformed their fundraising through smart segmentation. Instead of sending blanket appeals, they calculated each donor's "current value" based on past giving history, then tailored ask amounts accordingly.

For lapsed donors, they asked for 50% of past giving levels, recognising these supporters needed a gentler approach. For engaged donors, they offered options to give at current rates or slightly more. The result? Their November newsletter brought in 109% more income than projected. As their CRM Manager Carisa Coley explains: 

"That campaign worked because we tailored the ask amounts based on giving history." 

Read their success story 

• Audit your communication content and frequency

Map out every touchpoint your donors have with you over a typical month. Include emails, direct mail, phone calls, social media tags – everything. You might be shocked by what you discover about communication frequency. A good rule of thumb is the 80/20 principle: 80% of your communications should focus on impact, stories and relationship-building, while only 20% should be direct asks for money. 

Also, before sending any communication ask yourself: "If I received this message, how would I feel?" Would it make you feel valued and connected, or would it contribute to donor fatigue and stop you from giving? 

• Transform your thank you process

Generic acknowledgment letters are missed opportunities for relationship building. Personalise your thanks based on the donor's giving history and interests. Better yet, vary your gratitude expression. Sometimes send a handwritten note. Other times, share a photo from the initative their gift supported. Occasionally, pick up the phone just to say thanks with no ulterior motive. 

• Build deeper engagement beyond donations

Some of your most powerful messages should have nothing to do with fundraising. Share impact stories showing how previous donations made a difference. Celebrate successes that donors helped make possible. But don't stop at communication! Create meaningful engagement opportunities, too. If you can, host appreciation events that focus on community rather than fundraising. When people feel involved in your mission beyond their wallet, they're more likely to stay engaged long-term and keep giving consistently. 

Here, Kirsty from Longfield Hospice explains how they’ve overhauled communications with supporters, including reengaging with archived and inactive supporters. 

It certainly can! Modern donor management software (like Donorfy) can play a vital role in supporting charities to overcome a slowdown in donations. Here's some of the ways it helps: