Are single-gift committed donors different from their multiple-gift counterparts?

Co ommitted donors who keep giving every year are a key asset for nonprofit organizations because they provide a steady funding source and return a higher lifetime value. We distinguish between committed donors who give only one gift per year (single-gift (SG) donors) and those who give multiple gifts in at least some year (multiple-gift (MG) donors). In this paper, we study whether SG donors and MG donors follow different longitudinal patterns of gift-giving in four consecutive years. We theorize that a donor’s yearly gift amount is an indication of his or her willingness to give (WTG) to the organization and may be explained in terms of his or her intrinsic willingness to give (IWTG) and extrinsic willingness to give (EWTG) for that year. We test our theory with data from a leading US nonprofit organization and find that SG donors and MG donors would follow different longitudinal patterns: While SG donors and MG donors would would both increase WTG in subsequen of increase than SG donors. IWTG and EWTG would have differen observed yearly giving level: MG donors donors largely depend on IWTG rather t year.