10/22/2026
Your current donors are your best investment.
According to the 2026 M+R Benchmarks Study, nonprofits raised an average of $4.51 for every $1 spent mailing to active donors. Lapsed donors returned $0.90, and new prospects returned $0.41.
Acquisition still matters for long-term growth, but the people who already believe in your mission are the ones most likely to give again. A well-timed appeal, a personal thank you, or a year-end update keeps that relationship going.