Number of New Donors
Total count of first-time donors who gave in a period, measuring the organisation’s ability to grow its supporter base
What is Number of New Donors?
Number of new donors is the count of people who make their first-ever gift to a charity in a period. It shows how well the charity is growing its supporter base.
A steady flow of new donors replaces those who lapse and supports long-term income growth.
How this KPI is measured
- Function
- Fundraising & Income
- Sub-function
- Donor Acquisition
- Industry
- Not-for-Profit / Charity
- Type
- Leading
- Impact
- Revenue
- Unit
- #
- Measurement frequency
- Monthly / Quarterly
- Formula
- Count of donors making their first-ever gift in period
How to calculate it
Count the donors making their first-ever gift in the period.
For example, if 4,200 people gave for the first time during the year, the number of new donors is 4,200.
Make sure records can distinguish first-time donors from returning ones, and report by source so the most productive channels are clear.
Where it is used
Tracking supporter growth
See new people joining.
Evaluating campaigns
Measure acquisition results.
Planning retention
Prepare to welcome and keep new donors.
How to improve it
Tips and common mistakes
- A big number of new donors means little if most do not give again.
- Handle supporter data in line with data protection law.
- Focus on the second gift.
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