How Does Your Recurring Giving Program Stack Up?
We analyzed the recurring giving programs of 138 large national nonprofits to uncover what works, what doesn’t, and how you can improve your program.
Over a period of 90 days and across 8 verticals, this in-depth study observed and tracked things like:
- What tactics organizations use to acquire recurring donors
- How these organizations cultivated recurring donors
- What efforts were made to convert single-gift donors to recurring donors
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How Did We Conduct Our Study?
We conducted this study using two donor personas: a donor making a recurring gift initially, and a donor who made a single gift and later upgraded to a recurring donor 1 month later.
Our observation period was 90 days and for this study, 138 organizations, all with $1+M in revenue, were included, spanning across eight verticals (faith-based, human services, education, health, public policy and advocacy, arts/culture/humanities, international affairs, and animal welfare/environment).