Why 3-Year Trends Matter More Than One-Time Gifts
In fundraising, it’s tempting to celebrate when overall dollars go up. But behind every headline is a deeper truth: a few big gifts can mask donor erosion, retention challenges, and a weakening grassroots base.
Thanks to the Fundraising Effectiveness Project (FEP), we don’t have to guess. This nationally trusted collaboration between AFP, Foundation for Philanthropy, and GivingTuesday compiles donor data from thousands of nonprofits to help us read the pulse of giving trends.
And the story it tells? It’s one of promise, but also caution. Here’s what fundraisers need to know.
The Big Gifts Are Up—But Small Donors Are Slipping
The 2025 FEP report shows total dollars raised increased about 3.7% year-over-year, a promising sign that giving isn’t disappearing. But if you stop there, you miss the nuance:
- 75%+ of total revenue came from donors giving $5,000–$50,000+
- Micro donors ($1–$100) made up over half of all donors but contributed only 2% of revenue
- New donor acquisition is weakening, and grassroots giving continues to decline
In other words: large donors are keeping the lights on, but the foundation is thinning.
Pro Tip: Invest in major giving campaigns and deepen those relationships.
Donor Retention Is the KPI That Predicts the Future
You don’t build financial sustainability through transactions. You build it through relationships. And the clearest indicator of relationship health? Retention.
Here’s what the latest FEP data reveals:
- Overall retention: 31.9%
- New donor retention: 14.0%
- Repeat donor retention: 43.6%
- Recaptured donors: only 2.0%
These numbers remind us that keeping a donor is far more valuable, and cost-effective, than acquiring a new one. One-time givers represent a lost investment unless we turn that first gift into a second.
What 3–5 Year Trends Reveal (That Year-End Reports Don’t)
Too often, fundraising analysis happens in 12-month slices. But sustainable growth, and the cracks in your pipeline, are only visible when you zoom out.
- Retention patterns over 3+ years show if your engagement is deep or just “good enough”
- Recurring donor growth reveals where your real champions live
- Lapsed donor trends help you time outreach, impact reporting, or appreciation events before it’s too late
Organizations that track KPIs like time to second gift, repeat vs. new donor rates, and multi-year retention gain a powerful advantage: they stop guessing.
Turning Insight Into Impact
When I work with nonprofit leaders, one of the first things I do is review the last 3–5 years of donor behavior. Often, what we find are predictable patterns hiding in plain sight.
That’s why I don’t start with just tactics. I start with the big picture.
We build calendars with real touchpoints—not just appeals. We design stewardship strategies that focus on donor experience, not just fundraising deadlines. And we layer in small but meaningful things: thank you calls, handwritten notes, donor-centered stories, and gatherings that connect.
One year, I hosted a Sunday dessert event with a local meteorologist (who also happened to be Miss Oklahoma). I created special VIP tables and filled it with delighted guests (existing donors) and created a moment of value and joy, while deepening relationships that would last far longer than the frosting. It didn’t cost anything to create VIP tables, but it added esteem and value to the ladies I invited.
That’s what donor engagement looks like when it’s intentional.
Why It Didn’t Work Last Time
I often hear leaders say, “We tried that… it didn’t work.”
And most of the time, they’re right. It didn’t work because the approach wasn’t built to last.
Staff capacity, revolving board members, reactive funding decisions, and a race to secure “a grant” can trap even the most passionate organizations in short-term thinking. It’s not that grants or campaigns don’t work, it’s that without a long-term, funder-ready strategy, they rarely deliver sustainable results.
That’s where strategic donor engagement comes in. Instead of starting with the how, we start with the why and who, your mission, your donors, and what it takes to build consistent investment over time.
My role isn’t just writing grants. It’s helping organizations analyze what’s working, identify gaps, and build layered strategies that align with their mission, staff reality, and future vision.
Because what your organization truly needs isn’t just another campaign. It’s a system.
Let’s Bring the Data Home
You don’t need to be a data scientist to use donor insights; you just need a guide. If you're not sure what your own 3-year giving patterns look like, I can help.
Let’s run your 3-year donor report together and map a strategy for multi-year retention.
We’ll identify where the leaks are, what’s working, and how to build momentum you can count on.
Ready to explore? Email me here to get started.
About the Writer
Angie Thompson is a fundraising strategist, brand storyteller, and creative consultant who helps nonprofits and purpose-driven leaders communicate with authenticity and heart. Her work blends message design, storytelling for impact, and brand-forward content shaped by award-winning experience in film, television, philanthropy, and community development.
She is the creator of the Pivot Pulse™ storytelling method, the founder and principal consultant of Angie Thompson Consulting LLC, and an active member of the Association of Fundraising Professionals, the Oklahoma Center for Nonprofits, ASCAP, and the Society of Lyricists & Composers. She believes words and images can spark transformation.
© 2026 Angie Thompson Consulting LLC | Storytelling is a Strategy™ | The Pivot Pulse™ Framework
Disclaimer
This content is provided for educational and informational purposes only and is not intended to constitute financial, legal, or tax advice. The views and experiences shared reflect my own professional background in nonprofit development and fundraising. Please consult your tax advisor or financial professional for guidance specific to your situation.
© 2026. Angie Thompson Consulting LLC. If you wish to republish or excerpt this story, please contact Angie Thompson Consulting for permission.