WHAT
In Aotearoa New Zealand, Regular Giving retention is relatively stable and the long-term donor base is holding its value. The longer donors stay, the more likely they are to keep giving, and the more valuable their lifetime contribution becomes.
WHY
Average annual income more than doubles between a new Regular Giver and one who has given for just two consecutive years, rising from $142 to $296. Long-term retained donors reach $325. Donors who upgrade add further value and are more likely to stay, making upgrade investment one of the strongest levers for both income growth and retention.
Extended context: Average first gift growth in NZ Regular Giving has not consistently kept pace with inflation, which means programs judged on average gift value alone can appear stable while quietly losing real value over time.
Deliberate upgrade investment is the most direct lever available to address that erosion and build genuine income growth within the existing donor base but has not proven sufficient on its own to combat stagnating average gifts.
The real challenge is driving up the price point at acquisition. And when a Regular Giver lapses, they should not be written off. They are a warm prospect for future Single Giving, Emergency Giving, legacy conversations, and in some cases reactivation.
Regular Giving is not right for everyone at every stage of their life, but the relationship does not have to end when the regular gift does.
BY THE NUMBERS
- Donor value growth: average annual income rises from $142 for new donors to $296 for those retained for two consecutive years, reaching $325 for long-term retained donors
- Income concentration: around 60% of Regular Giving income comes from donors giving five or more years, with long-term donors (10+ years) making up 28% of the file and contributing 48% of income
- Mid-term donors (4 to 9 years): 30% of file, 29% of income
- Early donors (1 to 3 years): 42% of file, 23% of income
- Upgrade rate: approximately 15% of 2019 recruits had upgraded by 2024, representing 17% of 2024 income, ranging from 7% to 25% across programs
SO WHAT
Upgrade rate ranges from 7% to 25% across programs. Are you investing in being at the higher end? Upgrade investment maintains real income value over time, but the growth potential sits with donors who give on top of their regular gifts.
So What for Boards
Around 60% of Regular Giving income in Aotearoa New Zealand comes from donors giving five or more years. The data shows some organisations are generating significantly more value from their Regular Givers than others, through additional giving pathways most programs are leaving largely untapped. Treating Regular Givers as a set and forget audience is the single biggest missed opportunity in the program.
* Figures represent Aotearoa New Zealand dataset.
