Fundraising's Conundrum With First-timers
Less than half of all donors to a given organization give more than once
It’s not just Giving Tuesday: There’s been a lot of momentum around fundraising lately, and in 2017, charities by and large hit some record donation totals.
But what happens this year and beyond? According to a recent study from the Association of Fundraising Professionals, which conducts an annual survey with other organizations through its Fundraising Effectiveness Project (FEP) [registration], that level of success may be hard to sustain due to some foundational issues—particularly, that most donors are one-time supporters rather than repeat donors.
Giving in 2017 grew 2 percent, to $11.3 billion, but just 45.5 percent of donors gave more than once to the same organization—a number that changed only modestly from 2016. Similarly, just 48 percent of gifts were repeated from the year before.
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