About NextAfter
NextAfter is an online fundraising research lab and consultancy that works alongside nonprofits to develop research as to why their donors give and put those learnings into practice to help them reach more people, acquire more donors, and generate more dollars to fund their world-changing work.
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Our goal for the 2025 Recurring Giving Benchmark Report is to uncover what truly works or can be optimized when making a strong first impression with donors, especially those who commit to ongoing support.
We conducted this study using two donor personas: a donor making a recurring gift initially, and a donor who made a single gift and later upgraded to a recurring donor 1 month later.
Our observation period was 90 days and for this study, 138 organizations were included, spanning across eight verticals (faith-based, human services, education, health, public policy and advocacy, arts/culture/humanities, international affairs, and animal welfare/environment).
The annual revenue of these organizations were all $1M+.We observed what tactics organizations use to acquire recurring donors, how they cultivated recurring donors, and what efforts they make to convert single-gift donors to recurring donors
Be the first to get access to the brand new report!
Fill out the form below to get your free copy of our 2025 Recurring Giving Program
