Year to date nonprofit sector trends Fundraising Effectiveness 01/01/2018 to 12/31/2018 Project Quarterly Fundraising Report™ Revenue and retention metrics report on year-to-date (YTD) performance compared against the prior year total based on a panel* of organizations selected from the Growth in Giving Database of 154 million transactions from 17,597 organizations and $68 billion in donations since 2005. Overall YTD Donor Retention Rate1 % of 2017 Revenue % of Total 2017 Donors 101.63% 95.48% 44.5% Donors (Year to Date) Dollars (Revenue to Date) YTD Change -4.5% YTD Change 1.6% YTD Change -6.3% All prior year donors retained YTD 1 Retention Monitor™ Fourth Quarter Revenue (As % 2017 Total) 120.00% 95.41% 95.48% % of 2017 Total 2017 Donors 100.00% 87.00% 93.16% 91.94% 2015 2016 100.00% 101.63% 2017 2018 80.00% 60.00% 40.00% 20.00% YTD Donor Retention 5 Year YTD Avg 0.00% 2014 Year to Date Fundraising Performance. All Rights Reserved. Page 1 Fundraising Effectiveness Project Retention Year to date nonprofit sector trends 01/01/2018 to 12/31/2018 Year to-date response and retention metrics indicate how new, single gift, existing, and lapsed donors are responding. Donors Giving YTD (% of Donors at end of 2017) 95.48% donors YTD Donors that gave at the end of 2017 Retention YTD by Donor Type New Donors New Retained Donors Repeat Retained Donors Recaptured Donors YTD Change -14.9% YTD Change -7.3% 98.43% 100.21% 85.06% 92.74% YTD Change 0.2% YTD Change -1.6% % 2017 Total Fourth Quarter Donors YTD (As % 2017 Total) 120.00% 100.00% 91.13% 95.61% 94.84% 100.00% 95.48% 2014 2015 2016 2017 2018 80.00% 60.00% 40.00% 20.00% 0.00% Year to Date Fundraising Performance. All Rights Reserved. Page 2 Fundraising Effectiveness Project Retention Year to date nonprofit sector trends 01/01/2018 to 12/31/2018 Year to-date response and retention metrics indicate how new, single gift, existing, and lapsed donors are responding. Repeat Retention Rate YTD 70% 63% 63% 61% 63% New Donor Retention Rate YTD 61% 28.0% 60% 24.0% 50% 20.0% 40% 16.0% 30% 12.0% 20% 8.0% 10% 4.0% 0% 0.0% 2014 2015 2016 2017 2018 Recapture Rate YTD 6.45% 5.76% 5.01% 22.5% 24.4% 20.2% 2014 2015 2016 2017 2018 Definitions 8.00% 6.00% 24.3% 25.1% 4.57% 4.00% 4.00% Repeat Retention Rate YTD = How many donors who gave in the full prior year, excluding new donors and have given this year to date divided by the number of donors who gave in the full prior year, excluding new donors. New Donor Retention Rate YTD = How many donors whose first gift was last year and have given this year to date divided by the number of donors whose first gift was last year 2.00% 0.00% 2014 2015 2016 2017 2018 Recapture Rate YTD = The percent [%] of previously lapsed donors who have given a gift from the beginning of the year through the date noted on the top of the report. Year to Date Fundraising Performance. All Rights Reserved. Page 3 Fundraising Effectiveness Project Revenue Year to date nonprofit sector trends 01/01/2018 to 12/31/2018 Year to-date revenue metrics indicate the value of general, mid-level, and major donors. Revenue YTD 101.63% (% of Revenue at end of 2017) Revenue YTD by Donor Level General Donors Under $250 Mid-Level Donors Major Donors $250 - $999 $1,000 & Up 6.61% 7.48% -4.4% YTD Change 87.55% 5.45% -4.0% 46.7% 2.6% 37.4% Upgraded Donors YTD Change Mid-Level Joins YTD Change Major Joins Revenue YTD by Donor Level Revenue YTD by Gift Range 120.00% 100.00% Year 80.00% General Mid-Level Major 2014 7.13% 6.20% 73.67% 2015 7.49% 6.58% 79.09% 40.00% 2016 7.48% 6.46% 78.01% 20.00% 2017 7.82% 6.88% 85.29% 0.00% 2018 7.48% 6.61% 87.55% 60.00% 2014 General 2015 2016 2017 Mid-Level Major 2018 Upgraded Donors = % of under $250 donors that increased their giving. Mid-Level Joins = % of $250-$999 donors with first gift in that range. Major Joins = % of $1,000+ donors with first gift in that range. Year to Date Fundraising Performance. All Rights Reserved. Page 4 The Fundraising Effectiveness Project (FEP) In 2006, the Association of Fundraising Professionals (AFP) and the Center on Nonprofits and Philanthropy at the Urban Institute established the Fundraising Effectiveness Project (FEP) to conduct research on fundraising effectiveness and help nonprofit organizations increase their fundraising results at a faster pace. Data Providers The FEP wouldn’t be possible without data. These software providers make the collection of data for this analysis possible. Data Reporting The Quarterly Report wouldn’t be possible without the data processing and analytics provided by these firms. Organizations included in the panel* for the quarterly reports have raised $5,000 or more, with 25 or more donors in each of the last 6 years. Revenue figures have been adjusted for inflation.