There is an annual challenge nonprofits face: revenue feels inconsistent. If you’re a non-profit, you may relate. One month, you will be doing great, but next, you’re thinking about how to make these dollars count. The swings of seasonal giving can make planning stressful. The monthly giving program solves this uncertainty. It’s a simple idea (supporters sign up to give each month automatically), but the results are powerful.
Monthly giving grew 6% in 2023 and now represents 31% of all online revenue. The average monthly donor gives $52 each month, compared to the typical one-time gift of $128. What’s even more amazing is that nonprofits retain nearly 90% of their sustainers.
10 Best Practical Tips for Nonprofits to Launch a Successful Monthly Giving Program
Now, let’s dive into the 10 easy tips to start building a powerful, recurring monthly giving program.
- Start with Internal Alignment
- Pick Tech That Works for You
- Create a Name People Want to Join
- Focus on Donors Who Already Love You
- Make Monthly Giving the Easy Choice
- Show the Real Impact Clearly
- Build a Compelling Case for Support
- Promote Your Program Everywhere
- Give Donors Meaningful Appreciation
- Keep Monthly Donors Engaged and Valued
Let’s discuss everything one by one.
1. Get Everyone On Board First
A monthly giving program works when all members of your team understand why it matters. When leadership supports it, establishes goals firsthand, creates an effective plan, and ensures resource availability. This way, they receive monthly donations that help nonprofits map out long-term projects without guesswork.
- Explain the stability that monthly giving creates.
- Share real-life examples of unpredictable revenues
- Show how recurring donors increase lifetime value
- Ask for team involvement early
2. Choose the Right Technology Platform
Good technology can make or break your monthly giving program. Look for a platform that automates payments, stores donor profiles, and integrates with your CRM so nothing gets lost. Your donation form should be clean and easy to use, use-especially on mobile.
With 80% of recurring donors giving by credit or debit card, you’ll also want card updater tools to prevent failed payments. The right system reduces friction and keeps donors giving longer.
- Test the donation form as if you were a donor
- Ensure recurring options are clear and visible.
- Look for tools that reduce staff workload.
- Choose software your team can actually use
3. Design a Catchy Program Name and Branding
A great name makes your monthly program feel special. It signals that the donors are part of a community and not just making another transaction. Programs such as The Spring or The Front Row work because they create identity. Your donation campaign name should reflect your mission and give rise to emotion in your donors. It should stand out from your main organization name.
- Brainstorm names that “feel” like your mission
- Choose words that prompt personalization
- Use very easy and widely used English words
- Brand your campaign in a friendly and welcoming way
4. Identify and Target Existing Donors
The people who already believe in your work are your best monthly donor prospects. Approach your long-time donors, multi-gift givers, and volunteers who are close to your organization; they will most likely say yes. Acquiring a new donor may cost 50%–100% more than what you’ll raise from them, so focusing on current supporters is both smart and cost-effective.
- Check who donates more than once a year
- Look for consistent but smaller donors
- Personalize your outreach with past giving
- Invite donors to “go deeper” with monthly support
5. Optimize Your Online Donation Forms
Your donation form should make monthly giving the obvious choice. Highlight the recurring option or set it as the default. You can use your donors’ average gift amount as a recommendation, such as turning a $45 average contribution in the last 3 months into a $20/month contribution. Offer multiple donation tiers so funders can select the best monthly giving program for themselves.
- Keep the form short and simple.
- Show some social proof
- Use a secure, PCI-certified processor to protect donor information.
- Use friendly, conversational language
- Add a brief “why monthly giving matters” note
- Test the form on a phone before publishing
6. Show the Real Impact Clearly
People give more willingly when they understand what their money does. Connect each monthly amount to a real outcome—like “$25/month supplies 50 students for a year.” Use honest stories and visuals to show how monthly support keeps your programs running.
- Use real photos and avoid stock images.
- Keep the impact statements simple and specific.
- Show annual impact, not just monthly
- Builds trust and keeps donors committed to monthly giving with transparency
- Share real stories of people helped
7. Build Your Case for Support
A strong case communicates why monthly giving matters now. Help donors understand how stable revenue generation ensures better expenditure on planning, services, and operations. Balance emotion with clarity. Share stories that link the donor’s monthly gift to long-term change. Position monthly giving as a partnership, not just a donation.
- Begin with a real problem
- Use relatable examples
- Speak directly to the reader: “You make this possible.”
8. Promote Your Campaign Across All Channels
Once your monthly donation campaign is live, share it everywhere on every platform you can imagine. Build a landing page and send the targeted audience to that page. Also, mail to your potential donors as discussed above. Add mentions of monthly giving to direct mail, thank-you calls, and event speeches. Make it easy to find from your home page. Track what works so you can adjust along the way.
- Resend your message to remind your donors about the giving
- Use brief videos or simple graphics
- When possible, showcase real monthly donors.
9. Deliver Benefits and Appreciate Your Donors
Fancy perks aren’t necessary; simple gestures work just as well. Consider sending monthly or quarterly influence updates, inviting donors to special events, or proposing a little thank-you gift for your higher tiers. Recognize them in your annual report or with unique messages. Keep the focus on gratitude, not goods or just donations.
- Thank donors publicly when appropriate
- Offer perks that are meaningful, rather than expensive.
- Make monthly donors feel like insiders
- Keep benefits easy for your team to manage
10. Implement Responsible Management and Retention Strategies
Retention is the heartbeat of monthly giving. Begin with an email to thank donors immediately, followed by a series of warm welcome emails. Share significant updates on a monthly or quarterly basis so donors always know how much they mean.
Never stop saying thanks. A short, simple thank-you every month maintains a connection.
- Send updates that feel personal
- Use donors’ names whenever possible
- Keep communication warm and conversational.
- Reach out early when payments fail
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Conclusion
Monthly giving brings stability that nonprofits desperately need. It strengthens donor loyalty, increases lifetime value, and builds a stable base of support for your donation-raising association. Start with the contributors you already have, select technology that performs for your team, and create a simple, meaningful donation program.
Over time, your monthly donor community will grow into one of your most dependable revenue streams. Start applying these tips for nonprofits and start a successful monthly giving program today. Your way toward a monthly giving program that brings financial stability and deeper donor relationships to your mission is here.
