What's one low-cost tactic that yielded strong January donor retention after your year-end appeal? In one sentence, why did it work in your arts or culture context?

Sending personalized thank-you emails to donors after a year-end appeal is an effective low-cost strategy for improving January donor retention. This method, particularly impactful in the arts and culture sector, strengthens donor relationships by highlighting the specific impact of their contributions. For example, small theater companies can share how donations supported successful productions or outreach programs, fostering appreciation and a sense of involvement among donors.

One low-cost tactic that drove January donor retention was a personalized impact follow-up sent within the first week of the new year, separate from any ask. We shared a short note showing exactly what year-end gifts enabled and thanked donors by name. It worked in an arts and culture context because donors give emotionally, and reinforcing impact before the next appeal strengthened connection and trust, making them more likely to stay engaged beyond December. Albert Richer, Founder, WhatAreTheBest.com.