If we can agree on one thing, especially in recent years, donor behaviour is constantly shifting. Economic, political, generational and personal influences determine giving; things outside of our control. However, if it takes three weeks to make a habit, imagine what an impact promoting a monthly giving program can do!
Monthly giving, giving smaller gifts with frequency and consistency, is a reflection of how people are managing their money and choosing to stay engaged with the causes they care about. Donors want to help, but inflation, rising living costs, and financial unpredictability have reshaped charitable giving.
Monthly giving isn’t for everyone, but it offers an option that can feel accessible. A donor may hesitate to make a one-time $500 gift, but a $25 monthly contribution seems doable. Over time it’s just as meaningful, and often more effective for nonprofits to fundraise. Dana Snyder is author of The Monthly Giving Mastermind and says recurring giving is sustainable and predictable and allows organizations to plan.
For nonprofits looking to build sustainability and connection into their revenue streams, investing in a monthly giving program that’s visible, welcoming, and built to grow is a solid investment in time and energy.
Why Monthly Giving Works
Recurring gifts work because they fit with how people manage their budgets and is a great way to get people engaged. Rather than making one large decision, a donor can commit to a steady rhythm that aligns with their everyday spending that becomes part of their monthly plan like groceries, transit, or a streaming subscription.
But what sets recurring donors apart isn’t just their financial approach; it’s their loyalty. Monthly donors stay with organizations longer, and while they may not show up in every campaign report, they are often the first to renew, the first to increase their gift when asked, and the most likely to refer a friend.
That kind of commitment takes a stewardship strategy that makes them feel seen from the moment they say yes.
Start with the Invitation
Too often, recurring giving is hidden as a small checkbox or a passing mention in a thank you note. The most effective monthly giving asks are brought forward as intentional opportunities.
Invite donors to be part of something steady. Let them know what their monthly gift makes possible. Is it a week of supplies? An hour of support? A safe ride to an appointment? Specifics matter, including tone so ensure that the “ask” feels confident and accessible. It should reflect the donor’s role in sustaining meaningful work and not sound like a backup option to a larger gift.
Make the Experience Easy
Growing a monthly giving program depends on a certain level of user-friendliness. Once someone decides to give, the sign-up should be easy and secure. If donors have to hunt for the recurring option or re-enter the same details twice, you risk losing them.
Be sure that the monthly giving option on your donor form is clear. Is the language on the confirmation page welcoming and specific to recurring donors? Is there a thank-you message or onboarding email that acknowledges their commitment? Even small touches like a personalized subject line or a short video thank-you auto-sent after signing up can set the tone for a solid relationship.
Retention Key to Growth
Bringing in new monthly donors is important but keeping builds momentum. Retention is where monthly giving becomes about building a relationship. This doesn’t mean monthly donors need constant attention, but they do need to feel noticed.
A quick thank-you email three months in, or a photo and note from the team after six months keeps them in the loop of their cumulative giving impact. Regardless of the format of the message, donors remember how you made them feel. And when they feel valued, they stick around.
If a donor pauses or cancels their gift, follow up gently. Let them know you appreciate what they have already given and leave the door open. They may return when circumstances shift, and they will remember that your team responded with care.
Weave It into Your Culture
To grow your monthly giving program in a lasting way, it can’t be treated as a side offering. The opportunity to become a monthly donor has to show up regularly in your emails, on your website, at events, and in conversations with donors with a consistent message that monthly giving is a valued, impactful way to support your work. Whether someone can give $10 or $50 each month, their role in your mission is real and needed. And for your organization, that steady, recurring support allows for better forecasting, more nimble planning, and less pressure on seasonal campaigns.
Monthly giving respects where donors are, financially and emotionally, while giving nonprofits the stability they need to keep going and growing. Small, regular gifts are long-term commitments made quietly and consistently that truly add up. The challenge now is to build a program that welcomes them in, keeps them close, and reminds them just how much they matter.
At The Dennis Group Inc., we help nonprofits craft high-impact fundraising strategies that center relationships, transparency, and meaningful engagement. If you are looking to grow your monthly giving program or deepen donor commitment across the board, we would love to hear from you.
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