Our goal for the 2025 Recurring Giving Benchmark Report was 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.
Watch our 2025 Recurring Giving Benchmark Study Webinar.
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