As we approach the critical year-end giving season, understanding donor behavior is essential for nonprofit fundraising. Recent insights by retail and e-commerce analyst Claire Tassin help do just that. Her article, Who Are Nonprofits’ Strongest Supporters?, published in Morning Consult Pro, reveals that while frequent donors form a reliable base, the real growth opportunity lies in converting infrequent donors into more consistent supporters.
Her research went on the highlight other key insights for fundraisers:
Untapped Potential
- Frequent donors are few but powerful. About 10% of U.S. adults donate five or more times per year, making them the most engaged segment. They tend to be wealthier and older (often Baby Boomers). They’re also highly community-oriented and motivated by a sense of responsibility.
- Infrequent donors are the untapped potential. Nearly 46% of U.S. adults gave at least once last year, but most only donate one to five times annually. These donors look remarkably similar to frequent donors — they value community and social good — making them prime candidates for conversion to recurring giving.
- Economic headwinds make retention critical. With inflation and a shaky consumer outlook, households may cut charitable giving. Frequent donors’ relative wealth offers some insulation, but nonprofits should double down on retention strategies and make giving easy and meaningful.
What Drives Frequent Donors to Nonprofits?
- Community connection. Ninety percent of frequent donors say giving back is important, compared to 78% of the general population.
- Premium experiences. Their wealth influences expectations — donation processes should be simple, streamlined and rewarding.
- Cause alignment. Healthcare (especially children’s care) and veteran-related nonprofits enjoy the strongest reputations among this group.
Strategy for Year-End Fundraising Success
- Prioritize retention. Frequent donors are your most reliable supporters. Personalize outreach, highlight impact, and offer frictionless donation experiences.
- Convert infrequent donors. With Giving Tuesday and holiday campaigns approaching, target donors who gave once or twice this year. Show tangible impact, offer recurring gift options and create community-driven messaging.
- Leverage donor types. Both frequent and infrequent donors share a desire for connection and societal contribution. Use storytelling that emphasizes community and outcomes rather than transactional perks.
- Segment smartly. High-income households and Baby Boomers over-index among frequent donors, but don’t overlook younger donors with six-figure incomes — they represent 22% of infrequent donors and are ripe for engagement.
Bottom Line
Your year-end giving strategy isn’t just about asking for donations — it’s about deepening relationships. By focusing on retention and strategically nurturing infrequent donors, nonprofits can turn seasonal generosity into sustained impact.
Amperage Marketing + Fundraising can help in providing fundraising consultation to enhance your strategies for Year-End Giving. Check us out at Amperage Marketing + Fundraising or contact kteigtorres@amperagefundraising.com to have a further conversation.
Author Kristin Teig Torres, MA, is a Certified Nonprofit Professional and has worked in the nonprofit, fundraising and development sector for over 20 years.
