The Generosity Report: Data-Backed Insights for
Resilient Fundraising
Download The Report Now!
You know you need a stable community of people who are passionate about supporting your work. But how do you do that when individual giving is down, retention rates are low, and the headlines are full of uncertainty?
The key is to remember two simple truths: People are generous. And their generosity takes many forms.
This report explores those truths. We looked at five years of generous behaviors from nearly 100,000 supporters to reveal how generosity evolves and grows over time.
If you’re searching for data to guide your strategy—or even a bit of optimism—this research is for you.
When you read this report, you’ll discover:
Information about financial donors and how their giving evolved and grew over time
Data around how non-donation activities overlap with financial gifts
Practical pointers for getting all of your supporters more deeply involved in your work
Discover Industry Insights
45%
of revenue came from donors who gave for five straight years
224%
average increase in annual financial giving from year one to year five
30%
of people donated to more than one nonprofit organization
Thoughts on The Generosity Report
“I always look forward to insights from Neon One. Once again, we’re getting a resource that doesn’t just tell us what happened—it tells us what we can do about it.”
WOODROW ROSENBAUM
Chief Data Officer, GivingTuesday
Get Inspired by Success Stories
“I found donors that had been donating to us for years, and I had no idea because we never had all of our data in one place before!
“We get the privilege of donors often being people we’re interacting with in our services, so we know who they are and why they’re interested in us – we’re very lucky to be building a community, not just a donor base.
Continued Learning
Looking for new ways to understand, reach, and engage your community? These articles have got you covered.
