brown university bookstore coupon 5 Must-know recurring giving stats for nonprofit fundraisers

At the start of 2018, we (the nextafter team) set out to understand exactly what recurring giving looks like from the donor’s perspective. After selecting 115 nonprofits spanning 9 verticals, we made recurring donations to each one (or at least we tried).

While there’s a ton of insightful data I could share, there are 5 must-know recurring giving stats I want you to know. How many students attend brown university if you want to dig into all of the results, you can check out the full study (including 32 unique and data-driven test ideas) at: recurringgiving.Com. 1) 71% of organizations are saying the same thing on their homepage (and that might be ‘OK’).

The first area we analyzed was how organizations are getting donors on their homepage to the donation page. Many donors who come to your site with the intention of donating land on your homepage, so it’s essential to make it abundantly clear where they need to click.

We’ve actually tested a lot of these call-to-action buttons and found that the most effective call-to-action buttons are the ones that are the most visible and clear. Even taking simple things like making the color stand out can lead to a 190% increase in donations.

Let me explain this one a bit, because I’m not just talking about having a checkbox on your donation page to make a gift recurring. In this case, we were looking for a clear interrupter or prompt during the one-time donation process to ask the donor to upgrade.

It’s possible that many donors don’t fully understand the value of a recurring gift to the organization, or that it actually has benefits to the donor as well. Brown university ranking in the world but if we can make the case that a recurring gift is actually more impactful, we could win over more recurring donors.

We tested using a prompt that appeared as soon as the one-time donor clicked the ‘submit’ button on the form. The prompt explained the value of a recurring gift and offered a suggest recurring gift amount (it was a lower initial gift, but the 12-month value was higher).

The result? A 64% increase in recurring donors. And it did not impact the overall conversion rate. Brown university images that means we had the same number of total donors, but a higher percentage were now becoming recurring donors. 3) 91% of organizations stopped acknowledging recurring gifts by month 3.

What if we could turn gift acknowledgement into something that provided value to the donor. Rather than sending an email that simply says, “here’s your receipt,” we could start sending hyper-personalized thank you emails, telling stories of impact, or sharing evidentials that reinforce just how valuable the donor’s gift is.

You only have time to respond to one more email before the end of the day, and you have two to choose from. The first is from an organization, and you can tell from the preview text that it’s just a marketing email. The second is from a real person, and the preview text shows they called you by name and are wondering how your day has been.

We experiment after experiment to show that the real person gets more opens and conversions virtually every time. This one below is super simple: the control contained the organization name and the treatment did not. The result? 18% increase in opens.

If you want to have a successful recurring giving program, you need to have processes in place for these common scenarios. In this case, we reported a credit card as “lost” and got a new card number so we could see how these organizations handled it.

But not reaching out at all could also imply that you don’t think the recurring gift is really all that valuable. And if it’s not valued, why should someone start a new recurring gift? Maybe their gift is better invested somewhere else. What’s the biggest takeaway from this recurring giving study?

The number one thing I hope anyone takes away from this recurring giving benchmark study is that a recurring donation is not just of tremendous value to the organization – it is of tremendous value to the donor. They can have a greater impact, over a longer period of time, with lower initial investment, and with greater convenience.

NextAfter is an online fundraising research lab that works with nonprofits to help them discover what works to reach more people, acquire more donors, and raise more money. What are the requirements to get into brown university they have conducted over 1000 online fundraising experiments spanning +200 million donor interactions, and make all their learnings available for free at: nextafter.Com.