You can view the full 2016 FEP Survey Report and the Supplement Report here >>

You can download a printable PDF of the DonorTrends infographic here >>

Report Methodology

The 2016 Fundraising Effectiveness Survey Report is based on 9,922 responses for 2014–15 from nonprofit organizations in the United States. The 2014–15 responses reflect a total amount raised of $8.628 billion from 8.27 million donors with an average gross revenue of $869,607 among the 9,922 participating organizations.

In order to provide a more detailed analysis of the organizations, a subset of 7,840 organizations was further examined. The remainder of this report uses the subset of 7,840 organizations where FEP had additional data points like NTEE code and age of organization as examples. Using the subset of data allowed FEP to dig deeper into the data and provided additional views of the data.

Report Highlights

  • Overall donor retention: 46% (average)
  • New donor retention: 23% (average)
  • Repeat donor retention: 60% (average)
  • 5% of the organizations in the survey had retention rates above 68.5%
    • 5% had retention rates less than 14.1%
  • For the donors that were retained, 41% increased their giving compared to 28% who gave the same and 31% who gave less

About the Fundraising Effectiveness Project

In 2006 the Association of Fundraising Professionals (AFP) and the Center on Nonprofits and Philanthropy at the Urban Institute established the Fundraising Effectiveness Project to conduct research on fundraising effectiveness and help nonprofit organizations increase their fundraising results at a faster pace.

The project goal is to help nonprofit organizations measure, compare, and maximize their annual growth in giving.

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