Steady, Predictable Income Stream
At its core, a recurring giving program provides a steady, predictable income stream. Instead of relying on sporadic donations, your nonprofit can count on regular contributions from supporters who are committed to your mission. This not only helps stabilize your finances but also allows for better planning and resource allocation.
Think of it this way: would you rather start each month with zero in the bank and cross your fingers for donations, or have a reliable base of funds to work with? Recurring donors create that foundation, giving you the breathing room to focus on expanding your impact rather than scrambling for funding.
Monthly donors also give more! The average one time gift is about $125, while the average monthly gift sits at about $25. The math here is simple. Your average one time donor is going to give you $125, while your average monthly donor is going to give you $300 over the course of a year.
Deepening Donor Relationships
Another key benefit is the opportunity to deepen relationships with your donors. When supporters commit to giving regularly, they’re making a deeper connection to your cause. They want to be part of your ongoing story, not just a one-time moment. And with consistent communication and stewardship, you can nurture these relationships into something truly special.
Don’t underestimate how much your recurring donors appreciate feeling like insiders. Whether it’s through monthly updates, behind-the-scenes access, or a special recognition program, these touchpoints reinforce their decision to stick with you and continue giving. In turn, they become your most loyal advocates—spreading the word and even increasing their contributions over time.
In fact, monthly donors are 6x more likely to include your organization in their will.
Lowering Donor Acquisition Costs
Acquiring new donors is essential, but it can be expensive. The reality is, it often costs more to bring in a new donor than to retain an existing one. That’s why focusing on retention, especially through a recurring giving program, is such a smart move. By converting one-time donors into recurring givers, you’re maximizing the value of each individual supporter. And the best part? Once they’re on board, the investment pays off month after month, year after year.
Monthly donors simply stick around longer. 80% stay after the first year and a staggering 95% will stay once they’ve given for five years.
Making Giving Easy and Impactful
Donors want to feel like they’re making a difference, and a recurring giving program does just that. It breaks down large contributions into manageable amounts, making it easier for donors to commit while still providing significant support over time. Plus, with the rise of online giving platforms, setting up automated monthly donations has never been easier.
Your supporters want to help, but they also appreciate convenience. A simple, seamless giving process encourages them to stick around, knowing their monthly contributions are making a tangible impact.
Your donors are already giving, as well, so you might as well ask them to include your organization. 45% of donors are already enrolled in a monthly giving plan, so if they’re not giving to you monthly, they’re probably giving to someone else.
Getting Started is Easier Than You Think
The beauty of a recurring giving program is that it doesn’t have to be complicated to implement. Start by identifying your most engaged donors and introducing the idea of regular contributions. Here are some easy steps to take:
- Put in place a stewardship plan. Yes, we need to ask donors to give monthly, but before we do that, we need to have a plan in place for those who decide to do so. Remove them from your regular solicitations and create a communication plan just for them. Bonus points if you include a handwritten thank you or welcome note!
- Set a goal. How many new monthly donors do you want to get each month? What gets measured gets managed, so make sure to set a goal and stick to it.
- Optimize your marketing. All of your marketing channels should encourage monthly giving first!
- Make the asks. Start close. Ask your Board of Directors to lead by example. Go to your closest supporters and volunteers. Donors who are already giving more than once per year are also a great target.
Conclusion: Build a Sustainable Future for Your Cause
Establishing a recurring giving program is one of the most effective ways to ensure financial stability and grow deeper connections with your supporters. By focusing on long-term donor relationships and providing an easy, impactful way to give, you’ll set your nonprofit up for sustained success. The future of your mission depends on it.
So, what are you waiting for? Take that first step toward creating a thriving recurring giving program—and watch your impact grow exponentially!
