The impact of donation frequency on retention
During the Summer of 2020, we used some of our Covid downtime to take a super-deep dive into donor behavior.
We aimed to isolate the main drivers of industry-leading long-term donor attrition and make those factors the foundation for our future fundraiser training programs.
Non-monthly donors performed much better than monthly donors when measured into their second year. The thirteenth month is a critical milestone as it includes annual donors who have made a second donation.
In September 2020, we developed a method to treble non-monthly donor sign-up rates from the industry standard of between 6% and 7% to 20%.
The impact on our charity partners’ attrition and return on investment has been groundbreaking. If your organization is interested in achieving these results and the resulting massive uplift in donor retention, please reach out.
