Smaller Mass. Nonprofits May Face Fundraising Challenges
According to the Individual Donor Benchmark Survey, based on input from 155 organizations with annual revenue under $2 million, completed and released by Third Space Studio, a North Carolina strategy consultant to nonprofits, 36% of overall revenue came from individual donations last year. That was up from 34% the year before.
At the same time, 48% of individual donors gave $1,000 or more, down from 50% the year before.
Adding to fundraising demands is a reported drop in the share of board members who are engaged in individual fundraising work, falling to 38% last year from 40% the year before.
According to the survey, nonprofits retain 60% of individual donors from one year to the next. However, consistent with the drop in average individual gifts, recurring gifts last year accounted for 12% of individual donor revenue, down slightly from 14% the year before.
The smaller the organization, the more dependent it is on individual donations. According to the survey:
Seventy-four percent of nonprofits reported having a fundraising plan, with 82% of those plans including strategies, goals, and a calendar of fundraising activities. However, only 47% of those plans included a breakdown of activities and sub-goals, and only 31% included a clear articulation of resources available for fundraising.
Fundraising plans are more fully useful if they're consulted: only 12% of survey respondents said they often consult and adjust their plans. Another 42% said they look at their plan on a regular basis, and 8% rarely consulted their plan.