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Donors: Understanding the Future of Individual Giving

When it comes to funding your mission, the biggest advantage you can have is understanding your donors.

This in-depth look at the future of donor behavior in a post-pandemic world identifies trends in individual giving and provides an actionable framework to understand how behavior has evolved and where it’s going.

Donors Report Tablet View
Donors Report Tablet View

In This Ebook You Will…

Get donor trends from 50+ industry reports, including research from the Fundraising Effectiveness Project and Visa

Learn how to uncover the who, what, where, why, when, and how of donor behavior in your mission and geography

Get actionable advice to elevate your donor understanding, and attract and retain more individual givers

Industry Trends and Insights

5 to 7

The average number of charities supported by a donor per year


Of all first-year donors are likely to not give again the second year


Day of the week donors are most likely to give online

View More Trends

What Sector Thought Leaders Are Saying About The Report

Portrait of Woodrow Rosenbaum
Portrait of Woodrow Rosenbaum

“It’s so important for the nonprofit sector to have this kind of actionable analysis of trends. This kind of work enables a community of practice that’s data-driven and provides real world guidance – connecting research to best practices.”


Chief Data Officer (GivingTuesday)

Portrait of Jon Biedermann
Portrait of Jon Biedermann

“Neon One continues to be a leader in creating and supporting research that benefits the entire nonprofit sector. With this newest report on the future of donor behavior, we have a model for what will hopefully pave the way for more transparency as well as guidance on how we need to actually create change by technology companies focused on supporting nonprofits.”


Chair of the Executive Steering Committee (Fundraising Effectiveness Project)

Portrait of Julia Campbell
Portrait of Julia Campbell

“Providing meaningful and useful guidance to nonprofits around data is one of the main reasons that I love working with Neon One. I believe, as they do, that it is vital to support nonprofits in their growth goals by continually providing up-to-date actionable research like this helpful report on donor behavior to support growing nonprofits toward their goals by giving them information like this report on donor behavior.”


Founder and Principal (J Campbell Social Marketing)

Neon One supports over 35,000 nonprofits in the US & Canada

Arkansas Advocates for children & families
Arkansas Advocates for children & families