What Drives Nonprofit Donor Loyalty?

The Donor Loyalty Study queried donors in the United States to better understand their nonprofit giving behavior and what drives donor loyalty. A big finding for fundraisers: 72% of donors may stop donating because of unsatisfactory content online, in newsletters and other communications pieces.

Once again, the survey proves that philanthropy is ‘donor-centric’ – people give because they’re personally passionate about the cause, understand that the nonprofit needs their donations, and know someone impacted by the nonprofit.  Donors are 73 percent more likely to donate again if they volunteer for the cause, and 74 percent are more likely to donate again if they attend an event.

Nearly 60 percent of the polled donors would like communication with the nonprofit at least monthly.  So frequency matters for better top of mind awareness and consistent reach with your messaging.