Recurring Giving Rate
Percentage of total donors who give via a regular, automated donation (direct debit, standing order)
What is Recurring Giving Rate?
Recurring giving rate is the percentage of active donors who give on a regular basis, such as monthly. It shows how much of the supporter base gives predictably.
Regular gifts provide reliable, plannable income and tend to keep donors giving for longer.
How this KPI is measured
- Function
- Fundraising & Income
- Sub-function
- Donor Retention
- Industry
- Not-for-Profit / Charity
- Type
- Leading
- Impact
- Revenue
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Recurring donors / Total active donors) × 100
How to calculate it
Divide recurring donors by total active donors, and multiply by 100.
For example, if 2,000 of 10,000 active donors give regularly, the rate is 20%.
Also look at the value of recurring income as a share of total income, and at how long regular donors continue to give.
Where it is used
Building predictable income
Grow reliable giving.
Planning budgets
Rely on committed income.
Converting one-off donors
Invite them to give regularly.
How to improve it
Tips and common mistakes
- Watch cancellation and failed payments.
- Follow rules on direct debit and consent.
- Regular giving is a long-term relationship.
More Fundraising & Income kpi library
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