The Fundraising Effectiveness Project

Helping nonprofits increase giving at a faster pace by providing critical tools for tracking and evaluating their annual growth in giving.


Donors Drop by 7% but Dollars Up 6.2%, Buoyed by Major Donors

(Posted by AFP Global | October 13, 2022)

U.S. charitable giving increased significantly in Q2 2022, but gains were accompanied by a continuing steep decline in donor acquisition and retention, particularly among new and newly retained donors, according to the Fundraising Effectiveness Project’s (FEP) Second Quarter Fundraising Report. Read more.

COVID Era Fundraising Stalls as Donations Soften and Donors, Retention Rates Fall in First Quarter 2022

(Posted by AFP Global | July 12, 2022)

While fundraising in the United States increased by 2.2%, the donor pool continued to shrink, according to the Fundraising Effectiveness Project’s (FEP) 2022 First Quarter Fundraising Report. Read more.


Want to learn more?  Please download the latest real time philanthropy reports from the Fundraising Effectiveness Project and GivingTuesday at


Who We Are

The lead sponsors of the Fundraising Effectiveness Project are the Association of Fundraising Professionals (AFP), the AFP Foundation for Philanthropy, and the Center on Nonprofits and Philanthropy at the Urban Institute.


What We Do

The goal of the Fundraising Effectiveness Project (FEP) is to help nonprofit organizations increase giving at a faster pace. FEP pursues this goal by providing nonprofits with tools for tracking and evaluating their annual growth in giving.

Growth in giving is the net of gains in giving minus losses in giving. Nonprofits raise more money by investing more money in growth-oriented fundraising strategies that both increase gains and reduce losses. The FEP is focused on “effectiveness” (maximizing growth in giving) rather than “efficiency” (minimizing costs).

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How We Do It

FEP conducts an annual survey, provides useful growth in giving performance measurement tools and publishes gain(loss) statistics in quarterly and yearly reports through a partnership between AFP, #GivingTuesday, and participating donor software firms.

The FEP resources support growth-oriented fundraising programs. The goal of the Growth in Giving Initiative (GiG) is to help grow philanthropy’s share of the GDP. The GiG Initiative has emerged as a larger umbrella organization in conjunction with the creation of the new Growth in Giving Database and its enormous potential for research. We currently have more than 25,000 nonprofit organizations participating in this important effort, representing more than 125 million donation transactions.

Our partnership with GivingTuesday gives us additional data resources and broadens our audience to help grow giving.  Together, we co-produce the Quarterly Fundraising Report™, a deep dive into a wide variety of YTD fundraising metrics.

Questions? Please contact The Fundraising Effectiveness Project at

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