SG Support Profile in India

SG India started in 2015, and has rapidly grown to become one of SG Support's largest managed donor base.

Suite 607 & 608, Level 6, DLF South Court, Saket District Centre, New Delhi 110017, India

India has been no exception to the impact of COVID-19 on fundraising activities. With a high growth mindset, our non-profit partners in India did not let the challenging year ahead stop them. In face of multiple lockdowns, agencies continued to fundraise for non-profit partners and were fast in seizing fundraising opportunities.

Although SG Support's combined non-profit partners in India recorded an overall donor base growth in 2020 (comparative to 2019), this still fell short of the original projected growth. However, actions in 2020 have set up non-profits in India for success moving into 2021, as we look into a greater utilisation of alternative acquisition channels, coupled with quick and decisive actions in the face of uncertainty.



  • Pledges continued to give throughout the year, with no unexpected drops in their debits (i.e. approval rates have held steady).
  • No disruptions experienced in operations and debiting of donors as we moved into the digitisation of manual processes, in face of work from home orders.
  • Our SG Support client portfolio increased and we welcomed a new partner to our SG Support family.


  • Setbacks in Face-to-Face acquisition due to strict country-wide quarantines.
  • Limited alternative acquisition set up. This may have a longer-term impact as we look into more contact-free methods of acquisition.

Growth over the years

Active Base

Number of donors actively contributing gifts as of Year-End

Net Growth

Donor base growth from the Start of the Year to Year-End

Approval Rate by First Debit

Percentage of donors successfully transacted on their first debit

Percentage of donors successfully transacted on their second debit and onwards

2020 in Numbers


Donor Ratio

Percentage of Donors Cancelled over New Donors acquired

INR 747

USD 10

Average Gift INR / USD

Average monthly contribution (gift) per donor

17 months

Average Lifespan

Average number of months a donor will give to a cause they love

INR 10,569

USD 145

Lifetime Value (LTV) INR / USD

Estimated total contribution of a donor to their chosen cause



Moving into 2021, non-profits in India would need to consider their long-term fundraising goals. What is required to support its operations in the short vs. long term? This will support in moving forward with a coherent approach.

Some ways that non-profits might consider (not limited to), as we look towards continued growth:

SG Support Offices

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Who is SG Support?

SG Support exists to make fundraising easy for charities by working in partnership to acquire new donors, retain existing ones and win back those who have left. We do this through our complete suite of services that range from providing data-driven strategies, consultancy and ensuring the smooth running of the operational aspects of payment processing, contact centre and financial reporting.

Since our establishment in 2002, we have grown to become the world’s largest fundraising agency working with 70 charities in more than 14 countries, managing over 3 million donors.