--- title: Sustainer impact on retention rates description: Let’s once again dive into the depths of the RKD Animal Care Benchmark, and this time, let’s look at year-over-year retention rates. image: https://blog.rkdgroup.com/hubfs/BlogDoodle_CarlBrenner.png --- [![](https://blog.rkdgroup.com/hs-fs/hubfs/210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png?width=157&name=210111-RKD-Groupthinkers-Rebranded-Logo-Blog-png.png)](https://blog.rkdgroup.com) - [Solutions](https://rkdgroup.com/services/) - [Mid-Level Giving](https://rkdgroup.com/services/mid-level-giving/) - [Monthly Giving](https://rkdgroup.com/services/monthly-giving/) - [Lapsed Giving](https://rkdgroup.com/services/lapsed-giving/) - [Personalization](https://rkdgroup.com/services/personalization/) - [Connectors](https://rkdgroup.com/services/connectors/) - [Machine Learning](https://rkdgroup.com/services/machine-learning/) - [Marketing + Fundraising](https://rkdgroup.com/services/marketing-fundraising/) - [Audience Development](https://rkdgroup.com/services/audience-development/) - [Creative Services](https://rkdgroup.com/services/creative-services/) - [Data Management](https://rkdgroup.com/services/data-management/) - [Strategic Planning](https://rkdgroup.com/services/strategic-planning/) - [Analytics](https://rkdgroup.com/services/analytics/) - [Causes](https://rkdgroup.com/causes/) - [Animal Care](https://rkdgroup.com/causes/animal-care/) - [Food Banks](https://rkdgroup.com/causes/food-banks/) - [Health + Hospitals](https://rkdgroup.com/causes/health-hospitals/) - [Humanitarian](https://rkdgroup.com/causes/humanitarian/) - [Missions](https://rkdgroup.com/causes/missions/) - [Salvation Army](https://rkdgroup.com/causes/the-salvation-army/) - [Results](https://rkdgroup.com/results/) - [Acquisition](https://rkdgroup.com/results?cat=acquisition) - [Digital](https://rkdgroup.com/results?cat=digital) - [Mid-Major Programs](https://rkdgroup.com/results?cat=mid-major-programs) - [Advanced Analytics](https://rkdgroup.com/results?cat=advanced-analytics) - [Direct Mail](https://rkdgroup.com/results?cat=direct-mail) - [Multichannel Strategy](https://rkdgroup.com/results?cat=multichannel-strategy) - [Data Management](https://rkdgroup.com/results?cat=data-management) - [Media](https://rkdgroup.com/results?cat=media) - [Website Development](https://rkdgroup.com/results?cat=website-development) - [Resources](https://rkdgroup.com/insights/) - [Blog](https://blog.rkdgroup.com/) - [Benchmarks](https://info.rkdgroup.com/benchmarks) - [Webinars](https://info.rkdgroup.com/webinars) - [Ebooks + Research](https://info.rkdgroup.com/ebooks-research) - [Podcast](https://info.rkdgroup.com/group-thinkers-nonprofit-marketing-podcast) - [Field Guides](https://info.rkdgroup.com/field-guides) - [About Us](https://rkdgroup.com/about/) - [Leadership](https://rkdgroup.com/about/leadership/) - [Careers](https://rkdgroup.com/about/careers/) - [Let's Chat](https://rkdgroup.com/lets-chat/) #### Subscribe to our blog ### Subscribe to Email Updates ## Featured Post   [RKD Group](https://blog.rkdgroup.com/author/rkd-group) ## [RKD Group Acquires Whiteboard](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard) Premier Marketing Agency Bolsters Conceptual Creative Capabilities by Acquiring Award-Winning Agency PLANO, Texas, July 27, 2026 — Today, RKD Group, Nor\[...\] [Digital Fundraising](https://blog.rkdgroup.com/topic/digital-fundraising) [Direct Mail Fundraising](https://blog.rkdgroup.com/topic/direct-mail-fundraising) [Multichannel](https://blog.rkdgroup.com/topic/multichannel) [Fundraising](https://blog.rkdgroup.com/topic/fundraising) [Nonprofit Industry](https://blog.rkdgroup.com/topic/nonprofit-industry) [RKD](https://blog.rkdgroup.com/topic/rkd) [Brand](https://blog.rkdgroup.com/topic/brand) [Read More](https://blog.rkdgroup.com/rkd-group-acquires-whiteboard)   [Shane Thornal](https://blog.rkdgroup.com/author/shane-thornal) ## [Why nonprofits must unite SEO, social and paid media in one strategy](https://blog.rkdgroup.com/why-nonprofits-must-unite-seo-social-and-paid-media-in-one-strategy) Someone at your organization “owns” paid media. 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This overall rate analyzes all donors and all gifts under $10,000 within our benchmarks ([2024 overall](https://info.rkdgroup.com/2025-animal-care-benchmark)–[2025 Q1](https://blog.rkdgroup.com/q1-2025-animal-care-benchmark)). Note the 6.3% increase from 2022 to 2023. We observe this increase in most of the other views by size and region ― perhaps impacted by the national attention from the [#BettyWhiteChallenge](https://www.youtube.com/watch?v=Mvh_UagZw4U), which raised $12.7 million from over 390K donors in her honor.  Regional patterns have natural fluctuations, but the Northeast is most interesting as they have had a consistently decreasing retention rate since 2019:  Note that the small organizations have consistent retention rate gains over the last 3 years. ## Sustainer retention rate impacts Now, things get exciting when we split the overall retention rates into two different rates: - Monthly Sustainer Retention Rate - Non-Sustainer Retention Rate In general, the sustainer retention rate was 71% higher than that of non-sustainers, and for 2022, it was nearly 88% higher.  Subtle differences between the various sizes and regions exist; perhaps someday I’ll write a separate blog post on these observations, but I’ll spare you the overwhelming 11 additional charts today (however, if you do want to see them today, please reach out).  But the big reason to skip those charts is to dive deeper and observe the differences between the various organizations.  ## Sustainer retention by organization Let’s start with the average number of sustainer donors by organization. It is the critical piece of the retention rate calculation, and the ranges are astounding. But before we jump in, let’s note that this is a benchmark, so identifying each of these organizations by name is inappropriate. With that said, let’s take a look:  This is super interesting. At the small end of the scale, we have an annual average of 12 monthly sustainers, and on the other end, we have an annual average of 3,306 average monthly sustainers. That is a huge swing between organizations that may be in the early stages of sustainer development and those who are all-in.  Across the entire benchmark, the average is 423 monthly sustainers. If you add in the previously observed average gift of $30.36 for a monthly gift, then we get an average monthly sustainer revenue impact of $154K into our Animal Care Organizations (423 donors x 12 gifts per year x $30.36 average monthly sustainer gift).  Of course, this huge swing in organizational monthly sustainer donor counts is directly related to size as an Emerging organization simply has only so many donors:  Even within these size classes, the range of annual monthly sustainers per year is tremendous. Consider the 26 Mid-sized organizations: They range from 57 to 857 annual average monthly sustainers. That’s a difference of just over 14 times. Given that the number of donors varies widely ― so does the Retention Rate metric itself. The Monthly Sustainer Retention Rate varies from 58% to 97%. The overall RKD Animal Care Benchmark Sustainer Retention Rate is 76.7%.  Now, you’d think that organizations with smaller sustainers would have higher retention rates ― since the quantity is so small, they’d have a greater opportunity to have a relationship with the monthly sustainers. But that’s not what we see in general: Or by region:  ## Choose your future  These overall differences in retention rate and number of sustaining donors are driven by each organization’s sustainer strategy. They are driven by conscious choices that Animal Care organizations make in their marketing plans.  As we shared during [Monthly Giving Awareness Week](https://monthlygivingweek.com/), there are many ways to celebrate and grow recurring giving programs. Revisiting this content, you can better strategize how your organization can engage and nurture this essential group of donors.  ## Additional resources - [Why every nonprofit should prioritize monthly giving today](https://blog.rkdgroup.com/why-every-nonprofit-should-prioritize-monthly-giving-today) - [What are the most popular monthly sustainer gift amounts?](https://blog.rkdgroup.com/what-are-the-most-popular-monthly-sustainer-gift-amounts) - [Monthly giving: 2025 Animal Care Benchmark](https://blog.rkdgroup.com/monthly-subscription-giving-2025-animal-care-benchmark) ### [Carl Brenner](https://blog.rkdgroup.com/author/carl-brenner) Carl Brenner joined RKD Group in 2024 as Senior Director, Analytics. He’s been creatively expressing himself through analytics for nearly 30 years. For most of that time, he worked at a commercial agency but also in retail and banking. Carl loves retelling the stories he sees in the data and bringing them to life in systems and processes to make a difference for nonprofit organizations. During his spare time, Carl is president of a 501(c)(3) that preserves 150 acres for youth outdoor education, vice president of his local Kiwanis club, and an Assistant Scoutmaster (and Eagle Scout). [![Carlos Whittaker](https://blog.rkdgroup.com/hs-fs/hubfs/Carlos%20Whittaker%20-%201200x627.png?width=729&height=381&name=Carlos%20Whittaker%20-%201200x627.png)](https://blog.rkdgroup.com/finding-identity-beyond-fitting-in-with-carlos-whittaker)   #### Leave a comment: Previous ##### [Beat the summer fundraising slump: 6 Strategic ideas for nonprofits](https://blog.rkdgroup.com/beat-the-summer-fundraising-slump-6-strategic-ideas-for-nonprofits) Next Post ##### [From Rome to Fundraise Up: Salvatore Salpietro’s journey from tech to impact](https://blog.rkdgroup.com/from-rome-to-fundraise-up-salvatore-salpietros-journey-from-tech-to-impact) ### Search GroupThinkers ![](https://cdn2.hubspot.net/hubfs/459002/Assets%20Apr/magnifying-glass.png) [![Q4-GPFG_Social-1200x1200--1](https://blog.rkdgroup.com/hs-fs/hubfs/Q4-GPFG_Social-1200x1200--1.png?width=1200&name=Q4-GPFG_Social-1200x1200--1.png "Q4-GPFG_Social-1200x1200--1")](https://info.rkdgroup.com/givingpulse-field-guide-q4-2024) [![MidYear Benchmarks-Sidebar_SolidGold](https://blog.rkdgroup.com/hs-fs/hubfs/MidYear%20Benchmarks-Sidebar_SolidGold.png?width=340&name=MidYear%20Benchmarks-Sidebar_SolidGold.png "MidYear Benchmarks-Sidebar_SolidGold")](https://info.rkdgroup.com/donor-trust-access) - 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