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AFP Donor Retention: A Self-Assessment Workshop (Formerly Planning to Keep your Donors)

Course Material Newly Updated!

About the Workshop

The AFP Donor Retention: A Self-Assessment Workshop is now available in its new 8-hour format for all AFP chapters to offer to members.  The workshop is based on data collected via the Fundraising Effectiveness Project.  The annual survey indicates that nonprofits are losing nearly as many donors and gifts as they gain each year.  

The 8-hour workshop includes small group work on a fictional case study based on real data, making the learning experience both substantive and enjoyable.

The focus of this workshop is on developing a donor retention plan based on what research indicates really works.   It shows the value of tracking overall gains and losses in gifts and donors – and then using that information to develop cultivation strategies to improve donor retention.

Full participation in the AFP Donor Retention: A Self-Assessment Workshop is applicable for 8.0 points of CFRE Credit in Category 1.B – Education of the CFRE International application for initial certification and/or recertification.

Workshop Objectives:

Following the AFP Donor Retention: A Self-Assessment Workshop participants will be better able to:

  • Identify effective practices to retain and upgrade your donors to improve fundraising effectiveness
  • Prepare a donor retention plan for your organization
  • Use data from growth-in-giving reports to develop growth-related fundraising strategies

Workshop Content:

Topics covered include:

  • Why organizations lose donors and money
  • How keeping donors increases fundraising success
  • Determining the effectiveness of fundraising efforts
  • Developing a successful donor retention plan
  • A tool you can use even if you don’t have access to donor software

The workshop curriculum is presented through lecture, a fictional case study based on real data, and the encouragement of participant dialogue. 


The AFP Donor Retention: A Self-Assessment Workshop is designed for fundraising professionals at the intermediate to advanced level who have responsibility for donor cultivation.  This may include executive directors, vice presidents for development, program managers, and leadership volunteers.

Course attendance might vary from 20-40 participants.

Hosting the Workshop:

To host the AFP Donor Retention: A Self-Assessment Workshop, please click here to download the AFP Donor Retention: A Self-Assessment Workshop Host Toolkit. Then, complete the Host Agreement Form on pages 18-21 of the Host Toolkit and send these documents via email to or or by mail to:

Professional Development / Center for Fundraising Innovation
Association of Fundraising Professionals (AFP)
4300 Wilson Blvd., Suite 300
Arlington, VA 22203

AFP IHQ will then contact the Site Coordinator designated in the signed Host Agreement Form with more details. For more information, please contact AFP at or

Please note: Faculty for this course will have to complete a mandatory facilitators training webinar. Please instruct faculty members to visit and then enter their name and email to access the video. 


Donor Retention Sponsor Image 2017


Schedule of Upcoming Workshops

Upcoming Events

AFP Donor Retention Workshop
Location: Stoweflake Mountain Resort & Conference Center, 1746 Mountain Rd., Stowe, VT  05672
Date of Class: November 7, 2018
Chapter Contact: Chris Strong, CFRE
Chapter E-mail:
Phone: 603-475-2889
Rates: $150 AFP members until 9/17, then $175/$175 Non-members until 9/17 then $190
Registration website:

AFP Donor Retention Workshop
Location: Courtyard Marriott, 11 Excelsior Avenue, Saratoga Springs, NY 12866
Date of Class: January 25, 2019, 9:00 AM to 5:00 PM
Chapter Contact: Michael J. Buckley, CFREE-mail:
Phone: (802) 236-5730
AFP Member Rate: $150
Non-Member Rate: $215
More Information/Registration 

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