Introducing Recurring Retention: Empowering Donors, Reducing Churn

Recurring donations are vital for every campaign, with congressional recurring files up 125% last cycle compared to 2020. WinRed’s upcoming Recurring Retention feature is designed to help campaigns keep more of those supporters by offering donors flexibility.

Why Recurring Retention

Recurring donors are the lifeblood of any campaign, nonprofit, or organization. They provide steady income, allow for better budgeting, and boost overall donor lifetime value. But with great opportunity comes one big challenge: churn—the gradual loss of recurring donors over time.

Recurring Retention is built to help you:

• Reduce recurring file churn
  
  
• Give donors more control over their giving
  
  
• Help campaigns raise more and win their elections

What Features Are Coming

With Recurring Retention, donors will soon be able to:

• Skip a month – Pause their recurring gift for one cycle without canceling. This helps donors who face short-term financial constraints stay engaged long-term.
  
  
• Change frequency – Adjust their giving schedule (e.g., monthly → quarterly or annually) so contributions match what feels comfortable.
  
  
• Keep current subscription – When going to cancel, donors can easily confirm and stick with their existing plan instead of opting out entirely.

How Campaigns Benefit

• Lower churn, higher retention — When donors don’t have to cancel, many will choose to adjust. Every small flexibility keeps someone in the fold.
  
  
• Stronger relationships — Trust builds when donors feel heard and understood, rather than locked in.
  
  
• More predictable revenue — More consistent renewals mean less guesswork. More revenue equals more funds to help you win.
  
  

Giving donors more flexibility doesn’t just feel good—it’s smart for donor retention, revenue growth, and trust building. With Recurring Retention, WinRed is ensuring your recurring supporters stay with you, not because they have to, but because they want to.

Stay tuned for release details.

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