The cost to raise €1 in 2017 falls to 25c as income from relationship fundraising methods increase

In 2017 it cost organisations 25cent to raise €1. This finding emerged from the latest 2into3 Quarterly Fundraising Monitor.

While this data looks at the overall trend for the sector, each subsector and fundraising method has had a different experience. In 2017:

Social Services: Increase of 19%
Health: Increase of 1%
International: Increase of 13%
Arts, Culture, Media: Increase of 7%

2017 shows an increased focus on relationship fundraising methods, compared to 2016. For example, in Q4 2017 alone, legacy income doubled compared to Q4 2016.

In 2into3’s Q4 2017 report, retention and attrition figures were benchmarked for the first time in Ireland. The findings focused on overall income and response rates for several channels of cold and warm appeals. Metrics on donor retention and attrition look at an in-depth analysis of Regular/Committed Giving and Direct Marketing appeals. The metrics benchmark all techniques biannually, distinguishing between cold and warm, and identifies the annual conversion rate and life-time value.

Data is an underutilised resource in not-for-profit organisations, but fundraisers can use data to improve their decision making and performance. Relying on previous experience or gut instinct alone will not help you drive results and the wealth of data that your organisation has can help you.

To find out more about how leveraging insights from the 2into3 Quarterly Fundraising Monitor can inform an evidence-based approach and help your organisation’s decision making, please contact Darren McMahon, 2into3 Analyst, at or 01 234 3127.