M&R Strategic has released their results of an online monthly giving study. They reviewed surveys from 70 nonprofits with email lists ranging from 50,000 to over 400,000 and analyzed the data to create some benchmarks for monthly programs.

Some of the Key Findings:

Acquisition

• Some organizations send their first solicitation within 8 weeks of a new registration. Others focus their timing on the date of a donor’s first gift, and others run annual or quarterly recruitment campaigns.


• With an average monthly growth rate of 11%, the monthly donor programs we reviewed grew by 132% each year.

Retention

• The groups we surveyed retained 70% of their online monthly donors in their first year, but retention rate dropped to 52% the second year.


• On average, 12% of online monthly donors missed at least one monthly payment in two years.

Value

• The average online monthly gift (for all groups except international aid organizations) was $16. The average monthly gift for international aid organizations was significantly higher at $28.

Get the full scoop, including graphs on marketing strategy and average gift amounts and of course, commentary visit M&R Strategic.