The Generosity Bug: How to make giving addictive

Applying insights from behavioural research and measuring their impact with A/B tests can improve a website’s usability and encourage more donations. However, over half of new donors never return to make another contribution, meaning good causes miss out on a large share of their lifetime value.

This guide shows you how to recapture some of that lost income, using the behavioural toolkit developed by big tech to make giving an irresistible habit.

Monthly donations typically provide more long-term value than large individual gifts. Some donation platforms suggest that the average lifetime value of a recurring donation is over four times higher than single donations (even when large gifts from wealthy philanthropists are taken into account).

Not only that, but regular income allows non-profit organisations to plan more effectively. Revenue from one-off donations can rise and fall spectacularly over the course of a year, making it difficult to budget or invest in skills, tools and equipment. Having a predictable flow of recurring income allows you to manage resources more efficiently and increase your social impact.

With these benefits in mind, it makes sense to encourage as many donors as possible to commit to a regular gift. Charities should steer potential donors towards monthly giving options,