New Monthly Donor Stats From M+R Benchmarks
I always look forward to when M+R Strategic launches its annual benchmarks. It just released this year’s edition, and you can find the full report right here.
As you can see, and as I’m sure you expected, it was a great year for digital engagement in general. I, of course, tend to focus on monthly giving developments. You can find that data on this specific page, along with some charts. Great stuff.
So, here’s the good news from 2020:
- Revenue from monthly gifts increased by 25%.
- Revenue from one-time gifts increased by 37%.
- Monthly giving accounted for 19% of all online revenue in 2020, down from 2019.
You can see how monthly giving for wildlife/animal welfare and environmental groups grew, but hunger/poverty groups stayed behind. However, hunger/poverty groups grew tremendously in one-time gifts.
The average monthly gift is now $21, which is lower than in 2019, but more donors were giving one-time gifts. In the chart below, you’ll see hunger/poverty groups that asked for monthly gifts received $39 a month on average — that’s $468 a year! And rights groups also increased their average gifts while animal welfare stayed at $19.
The average one-time gift from all digital channels in 2020 was $97, compared to $99 the year before. Nothing to sneeze at, but just think: If you can get someone to give $21 a month, that’s still $252 annually, so 2.5 times higher than a one-time gift.
What was also interesting is that the average gift made on a desktop device was $80; for mobile users, the average gift was $42.
What does all this tell you?
The importance of converting those one-time donors to give monthly in 2021 is crucial for your overall retention. That will really help you grow your fundraising revenue.
All those wonderful donors who stepped up to help, organize fundraisers, made gifts to support your organization during the pandemic, how can you keep them giving to you even longer? Now’s the time to start asking for monthly gifts with all your might!
Erica Waasdorp is one of the leading experts on monthly giving. She is the president of A Direct Solution, a company serving nonprofit organizations with fundraising and direct marketing needs, with a focus on monthly giving and appeals. She authored "Monthly Giving: The Sleeping Giant" and "Monthly Giving Made Easy." She regularly blogs and presents on fundraising, appeals and monthly giving — in person and through webinars. She is happy to answer any questions you may have about this great way of improving retention rates for your donors.
Erica has over 30 years of experience in nonprofits and direct response. She helped the nonprofits she works with raise millions of dollars through monthly giving programs. She is also very actively supports organizations with annual fund planning and execution, ranging from copywriting, creative, lists, print and mail execution.
When she’s not working or writing, Erica can be found on the golf course (she’s a straight shooter) or quietly reading a book. And if there’s an event with a live band, she and her husband, Patrick, can be found on the dance floor. She also loves watching British drama on PBS. Erica and Patrick have two step sons and a cat, Mientje.