Sarah Ford | January 2, 2015
Charities Show Strides in Keeping Loyal Donors, But Are Too Focused on Short-Term Results, Scholars Say
By Holly Hall
Charities made strides in the past year as they sought to persuade new donors to give again and to increase the amount such supporters contribute for second or third gifts, a study has found.
But nonprofit organizations are wasting money by putting too much effort into constantly replacing large numbers of donors who never make a repeat gift when they should be making investments that would provide significantly more fundraising return in the long term, the researchers said.
For every $100 in new donations the 3,576 groups in the survey received in 2013, they lost an average $92 from supporters who failed to give again and others who contributed less than they had previously. That was an improvement over 2012, when charities in the study lost $96 in donations, on average, for every $100 they received, and much better than in 2008 and 2009, when charities in the study lost $119 for every $100 they received in new contributions,
Promoting loyalty among donors is a struggle for groups, but failing to do so is hurting their bottom lines, the researchers said. Only 43 percent of donors who made a gift in 2012 did so again in 2013, the study found.

Get Resources and Insights Straight To Your Inbox
Explore More Articles
For Fifth Consecutive Year America’s Charities Named ‘Best Nonprofit To Work For’
Washington, D.C. – April 1, 2025 – America’s Charities, the nonprofit that mobilizes the power of giving as a leading provider of volunteering, workplace giving,…
Read ArticleWorkplace Fundraising + Volunteering Summit (April 2nd and 3rd, 2025)
Join us in attending this virtual summit! The America’s Charities team is joining up with other leading voices in the workplace giving space for a…
Read ArticleThe Time to Act is Now
The results of the 2024 National Assessment of Educational Progress (NAEP) are in, and the findings are, in a word, heartbreaking. This assessment serves as…
Read ArticleGet Resources and Insights Straight To Your Inbox
Receive our monthly/bi-monthly newsletter filled with information about causes, nonprofit impact, and topics important for corporate social responsibility and employee engagement professionals, including disaster response, workplace giving, matching gifts, employee assistance funds, volunteering, scholarship award program management, grantmaking, and other philanthropic initiatives.