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Overview
Donors
Time Series
By Size
By Life Cycle
By Donation Count
DoLLARs
Time Series
By Donor Size
By Life Cycle
By Donation Count
Retention
Time Series
By Donor Type
By Donor Size
By Donation Count
Organizations
By Size
By Cause
Terminology
Methodology
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Retention Time Series

Change in Donor Retention Rate, By Year
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  • After adjusting for late data, we estimate that retention is up 0.2 p.p. (+/- 0.19 p.p.). Given the margin of error for late data, the true change could range from a slight increase of 0.41 p.p. to a decline of 0.04 p.p. (The -0.3 p.p. seen in the chart is the unadjusted number).
Donor Retention Rate, By Year
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  • After adjusting for late data, we estimate that the overall donor retention rate was 43.3%. This figure measures the percent of all donors who gave to an organization in 2024 who gave again in 2025.

RETENTION is computed year-to-date. It represents – out of all the people who donated last year – the ratio of people who donated again this year, year-to-date.

As of Q1 2025, we have updated the way we calculate and report year-over-year changes in retention rates. An explanation of the changes can be found here.

Dollars by Donation Count
Retention Rate by Donor Type