B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
23%
23% -- new donor retention rate for Nonprofit new online donors (2023)
The 2023 retention rate for new donors who made their first online gift in 2022 was 23%.
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
23%
Unit
Percentage
Data Vintage
2023
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
M+R
Primary
Tier B
https://www.bwf.com/donor-engagement/ ↗
Source Article
An Ultimate Guide to Driving Year-Round Donor Engagement
According to the M+R Benchmarks 2024 report, the retention rate for one-time donors in 2023 was 44%. That means almost half of all one-time donors in 2022 gave again in 2023. However, the retention rate for new donors—those who made their first online gift in 2022—was only 23%.
What explains the gap…
Original Research
M+R
· Original study ↗
Methodology
M+R Benchmarks 2024 report
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Nonprofit new online donors: 23% new donor retention rate. Source: M+R (2023). Via Lighthouse Intelligence -- https://lighthousedata.io/data/new-donor-retention-2023
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<blockquote cite="https://lighthousedata.io/data/new-donor-retention-2023" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>23%</strong> -- new donor retention rate for Nonprofit new online donors<br><small>Source: M+R (2023) · <a href="https://lighthousedata.io/data/new-donor-retention-2023" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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