Small Charities’ Challenges

This year’s Fundraising Effectiveness Survey was conducted by the Association of Fundraising Professionals and the Center on Nonprofits and Philanthropy at the Urban Institute. The study is based on results from 8,025 nonprofit respondents that use one of a dozen donor-software providers. The survey sample does not include many of the country’s largest charities, Mr. Dietz said, and the number of participating nonprofits has increased from year to year.

Last year’s 5-percent net gain in new donations was smaller than 2013’s 10-percent net gain. That’s the largest since before the recession but still well below 2007, which saw a net gain of 14 percent. In terms of donor retention, last year’s donor-attrition rate was worse than in 2013, when there was no net change.

Growth-in-giving performance varies significantly according to organization size (based on total amount raised), with larger organizations performing much better than smaller ones.

  • Organizations raising $500,000 or more had an average 10.4 percent rate of growth.
  • Those organizations raising $100,000 to $500,000 had an average 3.1 percent rate of growth.
  • Organizations in the under $100,000 groups had an average loss of -7.8 percent.

Mr. Dietz attributes the difference to a disparity in fundraising resources.

Larger charities “have more resources they can bring to the task of trying to raise funds,” he said. “I think small nonprofits tend not to spend too much time or resources or energy publicizing themselves; they focus on helping people and meeting community needs.”

Retaining Donors

Ms. Burk says there is hope in the survey’s numbers: The percentage of donors who made repeat gifts to charities in 2013 and 2014 is the highest it’s been since before the recession.

“I can see that donor retention tide start to turn now, and that’s really great,” she said. “There is potential to hold onto a much larger number of donors in the end.”

The research indicates that retention boils down to three donor preferences. They are: prompt, meaningful gift acknowledgements; opportunities to give to specific programs rather than unrestricted funds; and hearing reports about what their gifts accomplished.

To make fundraising more effective, the report recommends that nonprofits make some changes to their programs. They recommend:

  • incremental increases to their fundraising budgets
  • measuring the return on those investments by gain and loss categories, and
  • making additional investments based on those results

Although the high rate of donor turnover makes it difficult to discern giving trends, Mr. Dietz said, one lesson is clear: “Make sure you don’t neglect the people who have been there, who have supported you. They might not be there for you next year.”


Thank you to The Chronicle of Philanthropy for this information.