Recurring Giving Trends: What the Data Shows for 2025
New research reveals that recurring donors give 5.4x more over their lifetime than one-time donors. Here's what nonprofits need to know.
The shift to recurring giving is one of the most significant trends in nonprofit fundraising. Our analysis of donation patterns across the sector reveals compelling insights about why monthly giving programs deserve more attention.
Key Findings
5.4x Lifetime Value: Recurring donors contribute an average of 5.4 times more over their relationship with an organization compared to one-time donors.
87% Retention Rate: Monthly giving programs retain donors at rates far exceeding traditional annual appeals, which see 40-45% retention.
Lower Acquisition Cost: Once converted, the cost to retain a recurring donor is 20-30% lower than acquiring a new one-time donor.
Smart Retry Technology
Platforms with intelligent payment retry can recover 20-30% of failed recurring payments, significantly reducing involuntary churn.
Implications for Nonprofits
These findings suggest that nonprofits should prioritize converting one-time donors to monthly givers. The lifetime value increase justifies significant investment in monthly giving programs and the technology to support them.
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