The State of Direct Marketing and Integrated Fundraising

Loyalists and missionaries give more. The average American donor gives $590 a year. The average loyalist gives $2,400, the average recruiter $1,300.

Loyalists can be identified by the length of time on the file, their willingness to upgrade and the fact that they self-identify in surveys as “being loyal to the organizations they support.” Recruiters tend to be a bit younger than other donors and are best identified by their willingness to take on online assignments such as signing petitions, etc.