New Research Identifies the Group of Donors Defying Industry Trends and Driving 2x Lifetime Value

New report from Neon One shows just 3–3.5% of supporters are responsible for a disproportionate share of long-term value

CHICAGO--(BUSINESS WIRE)--Neon One, the Nonprofit Relationship Management Platform, today announced the release of The Recurring Donor Report: Data-Backed Insights for Sustainable Generosity. As an extension of the company's 2024 recurring-giving report, the research examines donor behavior and motivations and offers nonprofits practical insights for building long-term fundraising stability through recurring-giving programs.

The analysis is based on three years of transaction data from 4,107 nonprofits, combined with a February 2026 survey of more than 700 active recurring donors.

While overall supporter bases declined by 5.48% from 2023 to 2025, recurring donor bases grew by 31.58% over the same period, signaling that recurring giving programs are an opportunity for nonprofits to build more sustainable fundraising programs.

“Every nonprofit wants to find ways to raise more money so they can serve their community better,” said Keith Reed, CEO at Neon One. “We know that long-term growth happens when nonprofits keep supporters engaged and involved over time. This report shows that people who make recurring gifts consistently support their favorite causes for years, and that makes them an exceptionally important group of donors for nonprofits.”

Reed noted that the findings in this report underscore that now is the time for nonprofits to focus on building recurring giving programs. “We’re applying these insights directly to how we build our platform and support our customers as they reach recurring donors and work to build relationships with them," he said. "That includes simplifying how organizations set up recurring giving, improving how they identify engaged supporters, and helping teams act on retention signals earlier. This isn’t just some academic research for us. It’s shaping how we help nonprofits grow.”

A Small Group Driving Outsized Impact

Recurring donors make up a small share of most supporter bases, but they carry a disproportionate share of long-term value.

Key findings from the report include:

• Participation in recurring giving grew by more than 30% between 2023 and 2025
• Revenue from these gifts increased by more than 36% over the same period
• Retention rates held steady at 78–80%, compared to roughly 32% for one-time donors
• Supporter relationships lasted an average of 7.7 years, compared to 1.7 years
• Recurring donors gave about twice as much as one-time donors over their lifetime

Taken together, the pattern reveals that a smaller group of committed supporters is driving more predictable, long-term revenue.

Donor Behavior Is Becoming More Intentional

Recurring donors approach giving with intention and consistency.

• 78% say they are motivated by a personal connection to a nonprofit’s mission
• 82.5% plan their charitable giving in advance
• 58.6% sign up for recurring giving without being asked
• 30.8% make this type of commitment as their first donation to a nonprofit

“Yes, nonprofits that invest in building recurring giving programs are creating sustainable revenue streams,” said Abby Jarvis, Head of Research at Neon One. “But, more importantly, they’re giving people a way to support something they're really passionate about. Programs that tap into that passion and establish meaningful relationships with recurring givers are the ones that succeed.”

An Underdeveloped Opportunity for Most Organizations

Despite their impact, recurring giving programs remain underdeveloped in most fundraising strategies.

In 2025, the average nonprofit had just 25 recurring donors. That is a small portion of the overall supporter base, but a meaningful share of long-term value. For many organizations, the opportunity is not just to acquire more donors but to better engage the ones already showing signs of long-term commitment.

Explore the findings and download the full report here.

About Neon One

Neon One provides technology and services that empower nonprofits to build strong relationships with their supporters, grow generosity, and create lasting impact. Its platform helps organizations manage donors, run campaigns, and drive sustainable fundraising outcomes.