New Report From Classy Reveals Recurring Donors Are 440% More Valuable Than One-Time Donors

Leveraging proprietary data from more than 2.5 million donations, nearly 20,000 active fundraising campaigns, and over 3,500 organizations ranging in size from small to large, The State of Modern Philanthropy breaks down the complex variables of the supporter journey to provide a deeper understanding of modern supporter behavior.

"Online fundraising isn't a single thing—today's digital philanthropists can engage through mobile, interact with different campaign types like peer-to-peer or crowdfunding, commit to a recurring gift, register for events, and participate in unplanned inflection points like disasters and political events," said Dr. Ben Cipollini, Director of Engineering, Data Insights at Classy. "To that end, nonprofits need to demonstrate more flexibility and strategy in their fundraising than ever before, so we created this report to shine a light on their common paths to growth."

Available now, The State of Modern Philanthropy surfaces dozens of new, key insights, including:

• Recurring donor value revealed: Recurring donors are 42 percent more valuable than fundraisers, and a whopping 440 percent more valuable than one-time donors.
• Giving Tuesday draws a younger, more engaged crowd: The median age of a Giving Tuesday donor is 25, which is 12 years younger than the median donor on a typical day. Additionally, donors acquired on Giving Tuesday are three to four times more likely to take their relationships with organizations to the next level by fundraising on their behalf.
• Peer-to-peer fundraising is mobile—and friendly: Mobile transaction volume contributes to peer-to-peer campaigns almost twice as much as donation pages. Plus, 76 percent of all donations to a peer-to-peer campaign are made to individuals' fundraising pages, not to the organizations' campaign pages, suggesting that peers are engaging with their friends as much as—if not more than—the organizations themselves.
• "Old millennials" are the most mobile: The median age of mobile donors is 36, and with 60 percent of mobile traffic coming from social media, the top end of this generational cohort is social, too.  

The report also includes a fundraising benchmarks worksheet to encourage nonprofits to mine for and evaluate their own important data and use the results to help drive strategic planning.

"Through this data, we hope to provide organizations a richer understanding of how modern supporters engage with fundraising campaigns," said Dr. Cipollini. "Ultimately, we want to empower nonprofits of all sizes to make more informed decisions and grow their supporter bases exponentially."

To download The State of Modern Philanthropy: Examining Online Fundraising Trends, visit Classy.

About Classy

Classy is a social enterprise that creates world-class online fundraising software for nonprofits, modernizing the giving experience to accelerate social impact around the world. Since 2011, fundraising on the Classy platform has doubled each year—resulting in thousands of nonprofits collectively raising over half a billion dollars. Based in San Diego, CA, Classy is trusted by organizations of all sizes, from the fastest-growing nonprofits like Team Rubicon and The Trevor Project, to some of the world's largest social organizations, such as Acumen, Robin Hood Foundation, and Shriners Hospitals for Children. Classy also hosts the annual Classy Awards to spotlight the innovative work nonprofits are implementing around the globe. Backed by prominent technology investors, including JMI Equity, Mithril, Salesforce Ventures, and Bullpen Capital, Classy has raised $53 million to-date in growth capital. For more information, visit www.classy.org or follow Classy on Twitter @Classy.

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SOURCE Classy

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