Quarterly Fundraising Report™

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

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Donors: The number of people who have made a donation so far this year
Dollars: The amount of money raised by people making a donation so far this year
Retention: The percentage of people who have been retained from previous years so far this year

Key Insights

Dollars are estimated to be up after late data* gets reported. The reduction in larger donations is less severe as compared to smaller donations
Donors counts down severely, with counts driven down by small (sub $500) donor segments, as well as lower new donors and retention
Organization dropout stays at the same level as last year which is at an unprecedented level


DONORS -7.0% (+/- 2.0%) YOY change	DOLLARS 6.2% (+/- 2.0%) YOY change	RETENTION -4.2% (+/- 1.0%) YOY change

Visit https://data.givingtuesday.org/fep-report/ for the most detailed version of this report, which includes additional data splits and organization-focused insights.
We measure year-over-year change of year-to-date data. I.e. we take data through the current quarter for this year, and divide by data through the same quarter last year.
*Note: A significant amount of data arrives late, so we estimate the difference for top-line metrics by reviewing historical patterns of delayed data ('data drift'). Ranges for each metric express uncertainty in the estimates.

Our Dataset

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Limitations

Data is limited to organizations with >= 3 years of data, with limited growth/loss constraints.
Data is weighted across size and NTEE code for organizations raising between $5K-$25M.
Some data is recorded late (e.g., ~7% of Q1 is recorded Q2-Q4).


DONORS 7.6M in 2022	DOLLARS $4.0B in 2022	ORGANIZATIONS 8,787 in 2022

Revenue and retention metrics report on year-to-date (YTD) performance compared against the prior year total, based on a panel* of organizations selected from the Growth in Giving Database of 241 million transactions from more than 20,000 organizations since 2005.

Donors: Time Series

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Definitions ✖ Overall rate of growth in donors: net of gains minus losses in number of donors from last year to this year divided by total number of donors up to this time last year
Key Insights

Donors continue to decline, even after a depressed 2021 Donors are estimated at -7% after late data

		Decrease in donors comes from a collapse in the sub $500 donor buckets and one-time donors As the largest segments of donors, the sub $500 and one-time donors segments typically drive overall donor metrics

NOTE: The panel for each year differs based on our panel rules (stable organizations over the past 3 years w/ $5K - $25M received in the prior year, via the Growth in Giving database). This ensures consistent historical data & avoids biasing past results by filtering on future data.

UPPER: Percent year-over-year change (on YTD totals) through this quarter, over the last 5 years. Shows what’s typical across years.

LOWER: Percent year-over-year change (on YTD totals) by month, this vs last year. Shows the evolution of changes over months, and how they compare this year to last.

Donors by Donor Size

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Definitions

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Donor size: the grouping of donors by giving levels (dollar ranges) using donors’ year-to-date giving amounts

Key Insights

Almost all of the decrease in donor numbers come from the sub-$500 segment of donors
The sub-$500 dollar segment also accounts for almost 98% of donors
It is expected that proportionally more Major and Supersize donors will increase after late data


MICRO ($1 - $100) -17.4% YOY Change	SMALL ($101 - $500) -8.0% YOY Change	MIDSIZE ($501 - $5K) -3.4% YOY Change	MAJOR ($5K - $50K) -0.4% YOY Change	SUPERSIZE ($50K+) +0.0% YOY Change
57.1% % of total donors	28.8% % of total donors	12.1% % of total donors	1.9% % of total donors	0.3% % of total donors

All year-over-year (YOY) changes are computed on year-to-date (YTD) totals. Donor size segments were chosen to span both dollars and donors, with each segment representing 1-50% of the total. Estimates for late data only apply to top-line donors, dollars, and retention. Thus, these more granular breakdowns underestimate year-over-year growth.

Donors by Life Cycle

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Definitions

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Donor Life Cycle: the grouping of donors based on when they were last seen in the dataset

Key Insights

The decrease in new donors is the primary driver of overall decreasing donor
counts. This is due to the large size of the segment and the large percentage decrease
The largest year-over-year drop is in the new retained segment, in part due to the
extra-ordinarily strong second quarter last year (+22.9% in 2021 vs -27.2% in 2022)
Repeat retained and recaptured donors show comparatively smaller decreases
to other donor segments


NEW DONORS -22.7% YTD Change	NEW RETAINED DONORS -27.2% YTD Change	REPEAT RETAINED DONORS -2.9% YTD Change	RECAPTURED DONORS -2.0% YTD Change
33.3% % of total donors	9.7% % of total donors	43.6% % of total donors	13.4% % of total donors

NEW DONORS - never gave to this organization before (in this dataset).
NEW RETAINED DONORS - gave last year to the organization, but never before.
REPEAT RETAINED DONORS - gave last year to the organization, but not for the first time.
RECAPTURED DONORS - did not give last year to the organization, but had given in the past.

Donor by Donation Count

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Definitions

✖

Donor Donation Counts: the grouping of donors based on how many times they've made a donation

Key Insights

By far the largest segment of donors are one-time donors, and this segment
shows the greatest decrease
All segments of donors by donation count align with the overal trend of decreased donors


1 DONATION -14.6% YOY Change	2 DONATIONS -13.9% YOY Change	3-6 DONATIONS -5.0% YOY Change	7+ DONATIONS -9.2% YOY Change
70.3% % of total donors	11.1% % of total donors	16.0% % of total donors	2.7% % of total donors

Donation count is computed on a donor’s total year-to-date donations given. Donation count segments were chosen based on distribution of total donors and dollars across segments.

Dollars: Time Series

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Definitions ✖ Overall rate of growth in dollars: net of gains minus losses in money from fundraising from last year to this year divided by total dollars raised up to this time last year
Key Insights

Fundraising is estimated to have increased by +6.2% year-over-year This estimate accounts for the roughly 9% of Q2 fundraising data that arrives up to a year late

		Contributions from recaptured donors drives anticipated fundraising increase this quarter

NOTE: The panel for each year differs, based on our panel rules (stable organizations over the past 3 years w/ $5K - $25M received in the prior year, via the Growth in Giving database). This ensures consistent historical data & avoids biasing past results by filtering on future data.

UPPER: percent year-over-year change (on YTD totals) through this quarter, over the last 5 years. This graph highlights what’s typical across years.

LOWER: percent year-over-year change (on YTD totals) by month, this vs. last year. This graph highlights the evolution of changes over month, and how they compare this year to last.

Dollars by Donor Size

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Definitions

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Dollars by donor size: the segmentation of dollars based on the size of an individuals total contributions, year-to-date

Key Insights

Dollars driven by large donors, with donors less than $500 seeing much larger declines
comparatively
Overal funds are estimated to be net positive, however, given the small portion of funds
raised by <$500 donors
The midsize donor segment ($500-$5000) showed the smallest decline of all segments


MICRO ($1 - $100) -14.2% YOY Change	SMALL ($101 - $500) -7.5% YOY Change	MIDSIZE ($501 - $5K) -1.1% YOY Change	MAJOR ($5K - $50K) -1.6% YOY Change	SUPERSIZE ($50K+) -2.3% YOY Change
3.4% % of total dollars	6.9% % of total dollars	16.6% % of total dollars	25.8% % of total dollars	47.3% % of total dollars

Donor size is computed on a donor’s total year-to-date dollars given. Donor size segments were chosen to span both dollars and donors, with each segment representing 1-50% of the total. Estimates for late data only apply to top-line donors, dollars, and retention. Thus, these more granular breakdowns underestimate year-over-year growth.

Dollars by Life Cycle

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Definitions

✖

Dollars by donor size: the segmentation of dollars based on when the associated donor was last seen in the dataset, year-to-date

Key Insights

The largest driver of fundraising change by donor-type is the large decrease in
new-retained donors year-over-year
The large percentage decrease in dollars from newly-retained donors is partially due
to a uniquely strong second quarter in 2021, where there was an increase of +18.4%
in funding from new-retained donors
Dollars from recaptured donors showed substantial growth at 6.3% year-over-year


NEW DONORS -5.4% YOY Change	NEW RETAINED DONORS -21.0% YOY Change	REPEAT RETAINED DONORS -0.5% YOY Change	RECAPTURED DONORS 6.3% YOY Change
18.9% % of total dollars	8.4% % of total dollars	59.2% % of total dollars	13.5% % of total dollars

NEW DONORS - never gave to this organization before (in this dataset).
NEW RETAINED DONORS - gave last year to the organization, but never before.
REPEAT RETAINED DONORS - gave last year to the organization, but not for the first time.
RECAPTURED DONORS - did not give last year to the organization, but had given in the past.

Dollars by Donation Count

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Definitions

✖

Dollars by donation count: the grouping of dollars based on how many times the associated donor made a donation

Key Insights

By far the largest segment of funds comes from one-time donors, for which there is no year-over-year change
Other segments show a uniform decrease in fundraising by donation counts
These statistics do not account for late data, unlike topline metrics


1 DONATION 0.0% YOY Change	2 DONATIONS -7.5% YOY Change	3-6 DONATIONS -7.2% YOY Change	7+ DONATIONS -6.4% YOY Change
63.3% % of total dollars	14.9% % of total dollars	15.4% % of total dollars	6.4% % of total dollars

Donation count is computed on a donor’s total year-to-date donations given. Donation count segments were chosen based on distribution of total donors and dollars across segments. Estimates for late data only apply to top-line donors, dollars, and retention. Thus, these more granular breakdowns underestimate year-over-year growth.

Retention Rate: Time Series

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Retention is expected to decrease by -4.2% year-over-year, following last year’s -7.4% decrease Year-to-date retention of donors from last year stands at 15.8% in Q2

		The large drop in retention in Q1 2022 has slightly rebounded, but remains signifcantly below 2020 levels

NOTE: The panel for each year differs, based on our panel rules (stable organizations over the past 3 years w/ $5K - $25M received in the prior year, via the Growth in Giving database). This ensures consistent historical data & avoids biasing past results by filtering on future data.

UPPER: percent year-over-year change (on YTD totals) through this quarter, over the last 5 years. Shows what’s typical across years.

LOWER: percent year-over-year change (on YTD totals) by month, this vs last year. Shows the evolution of changes over months, and how they compare this year to last.

Retention Rate: Donor Type

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Retention rates have decreased across all types of donors
Repeat donors retention has dropped less than other donor types


NEW DONOR RETENTION RATE -17.5% YOY Change	REPEAT DONOR RETENTION RATE -6.1% YOY Change	RECAPTURE RATE -13.8% YOY Change
10.9% retained YTD	2.0% retained YTD	34.5% retained YTD

NEW DONORS - never gave to this organization before (in this dataset).
REPEAT DONORS - donors who gave last year to the organization, and were not new last year.
RECAPTURED DONORS - donors who did not give last year to the organization, but had given in the past

Retention Rate by Donor Size

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Retention by donor-size is down across all donor sizes
Overal retention is driven primarily by Micro (under $100) donors
Micro donors are the largest segment of donors


MICRO $1-$100 -7.4% YOY Change	SMALL ($101 - $500) -3.1% YOY Change	MIDSIZE ($501 - $5K) -4.5% YOY Change	MAJOR ($5K - $50K) -4.6% YOY Change	SUPERSIZE ($50K+) -6.4% YOY Change
16.8% retained YTD	31.8% retained YTD	41.2% retained YTD	41.5% retained YTD	45.7% retained YTD

All year-over-year (YOY) changes are computed on year-to-date (YTD) totals. Donor size segments were chosen to span both dollars and donors, with each segment representing 1-50% of the total.

Retention Rate by Donation Count

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Retention has decreased across all donation count segments
'One time donors' are both the largest segment and had the largest decrease in
retention rates
'Two-time donor' retention has decreased significantly as well


1 DONATION -6.0% YOY Change	2 DONATIONS -4.1% YOY Change	3-6 DONATIONS -1.9% YOY Change	7+ DONATIONS -1.6% YOY Change
13.6% retained YTD	30.2% retained YTD	56.4% retained YTD	87.5% retained YTD

NEW DONORS - never gave to this organization before (in this dataset).
NEW RETAINED DONORS - gave last year to the organization, but never before.
REPEAT RETAINED DONORS - gave last year to the organization, but not for the first time.
RECAPTURED DONORS - did not give last year to the organization, but had given in the past.

Organizations

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Organization size factored much more significantly into fundraising than last year
Organization cause mattered much less in determining fundraising amounts
Organization dropout stays at the same level as last year, which is abnormally high


Organization Size Impact 147% YOY Change Size matters more than in 2021	Organization Cause Impact -53.8% YOY Change Cause matters less than in 2021	Organizations Not Reporting 8.9% Not Reported More orgs did not report in 2022

Our 'impact' metrics measure the importance of size and cause on organization results. These are meant to be more directional than quantitative, but numbers help track these trends year-over-year.

Organization Size Impact: Time Series

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Variability of fundraising increased significantly as a function of organization size compared to last year Organization size variability is up 147% year-over-year

		This can be interpreted as the importance of an organization's size in its fundraising performance Organization size is a much larger factor in fundraising then its been in previous years

UPPER: percent year-over-year change (on YTD totals) through this quarter, over the last 5 years. Shows what’s typical across years.

LOWER: percent year-over-year change (on YTD totals) by month, this vs last year. Shows the evolution of changes over months, and how they compare this year to last.

Organization Size Impact: Splits

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

All organization sizes, except organizations raising $5M+, grew in the mean
but shrank in the median amount of fundraising
This hints at an increasingly heavy-tailed distribution, where a handful of organizations skew the average up
Large orgs raising $5M-$25M behaved more uniformly, with the mean and typical fundraising amounts both decreasing 9-10%

% DOLLAR GROWTH (MEAN) - Year-over-year dollar growth for all organizations of this organization size. More informative of the sector as a whole.

% DOLLAR GROWTH (MEDIAN) - The median year-over-year dollar growth across each organization of this organization size. More indicative of a typical organization's fundraising experience.

Organization Cause: Time Series

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Organization cause matters less in 2022 than in 2021 Most causes areas fundraised similarily to previous years

		The notable exceptions are religious organizations which fundraised more than last year and international-causes raised less

UPPER: percent year-over-year change (on YTD totals) through this quarter, over the last 5 years. Shows what’s typical across years.

LOWER: percent year-over-year change (on YTD totals) by month, this vs last year. Shows the evolution of changes over months, and how they compare this year to last.

Organization Cause: Split

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Religious organizations fundraised 10% more than last year
International and foreign affair based causes showed an abnormal -17.1% decrease
in fundraising on average
Health (-7.7%) and human services (-6.3%) also raised less funds than last year

% DOLLAR GROWTH (MEAN) - Year-over-year dollar growth for all organizations of this NTEE major group. More informative about the sector as a whole.

% DOLLAR GROWTH (MEDIAN) - The median year-over-year dollar growth across each organization of this NTEE major group. More indicative of a typical organization's fundraising experience.

Organizations Not Reporting: Time Series

Year-to-Date Nonprofit Sector Trends
Q2 2022 (JAN 1, 2022 - June 30, 2022)

Key Insights

Organization dropout has stayed at its unprecedented rates 8.9% of the organizations we expected to report data have not yet done so

		Organization dropout largely follows the high rates first seen in 2021

NOTE: We only look at organizations within the panel of a given year based on our panel rules: stable organizations over the past 3 years w/ $5K - $25M received in the prior year. This ensures consistent historical data & shields the results from outliers.

UPPER: percent year-over-year change (on month totals) through this quarter, over the last 5 years. Shows what’s typical across years.

LOWER: percent of organization drop-out in each month. Organizations may drop out one month, and then return in a subsequent month.

FUNDRAISING EFFECTIVENESS PROJECT

The Fundraising Effectiveness Project (FEP) - first established in 2006 - and the Growth in Giving database - created in 2012 - are both administered jointly by the Association of Fundraising Professionals and GivingTuesday. The Growth in Giving database is the world’s largest public record of donation activity, with more than 241 million donation transactions, and is continuously updated by top fundraising software partners (in alphabetical order) Bloomerang, DonorPerfect, Keela, and NeonCRM. Additional partners include the 7th Day Adventists, The Biedermann Group, DataLake Nonprofit Research, and DonorTrends (a division of EveryAction). For more information and how you or your fundraising software provider can participate, please visit www.afpfep.org

METHODOLOGY

We removed organizations that did not have a minimum of 25 donors and $5,000 in revenue in each of the previous three years. We removed organizations at either tail of the revenue growth curve. If revenue growth was more than 300% or less than -66% in any of the past three years, organizations were removed. We also excluded individual contributions above $10M. We weighted our data by organization size and NTEE major group to make it reflective of 2018 IRS filers in the $5K - $25M range of contributions. In 2018, there were 222K IRS filers in this contributions range and passing our growth and size filters, making this report representative of 3.9% of the total relevant filers. Details regarding estimation methodology for data drift (late reported data) can be found here.




DATA PROVIDERS The FEP wouldn’t be possible without data. These software providers make the collection of data for this analysis possible.



DATA REPORTING The Quarterly Report wouldn’t be possible without the data processing and analytics provided by these firms.