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How to Attract, Retain, and Delight the Modern Recurring Donor [REPORT]

recurring donor sentiment report

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Published July 21, 2021 Reading Time: 2 minutes

A recurring donation program is essential to a well-rounded fundraising strategy. 

Whether you have a recurring giving option or a robust recurring giving program, our 2021 Recurring Donor Sentiment Report brings you direct feedback and data points to optimize your efforts.

We surveyed over 1,000 recurring donors to learn what exactly motivates recurring donors to give, incentivizes them to stay, and causes them to abandon their recurring gift subscriptions.

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Learn From Recurring Donors Themselves

Today, we’re revealing our findings around the qualitative feelings and sentiments that drive recurring donors. That means you can reduce the guesswork that goes into building a strong recurring gift program

The data for our 2021 Recurring Donor Sentiment Report was conducted through a third-party survey of recurring donors who give to various U.S. organizations across an array of platforms and frequencies. 

Here’s a snapshot of some findings that may surprise you:


Get these exact stats and over 40 more inside the report.


Fuel More Recurring Donations With Fresh Data


Get the full picture on recurring giving today, including:

  • A pulse check on the state of subscription giving
  • Top recurring gift motivators and incentives
  • Considerations to avoid recurring donor churn
  • Actions to attract and retain recurring gifts
  • How recurring donors take action outside of just monetary donations

Discover the Latest Recurring Giving Insights

Benchmark Your Recurring Donation Strategy

To understand where your recurring giving approach falls alongside over 4,800 nonprofits on Classy, we’ve designed a free, simple Benchmark Assessment to help you gauge your performance.

Simply input your fundraising metrics into our quick assessment and receive instant results on just how many donation dollars you could potentially see with a strong recurring giving program in place.

Get Results in Minutes

2021 Recurring Donor Sentiment Report

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