Monthly giving, also known as sustainer giving or recurring giving, is a donation arrangement where individuals commit to making regular contributions to a nonprofit organization on a monthly basis. This form of giving allows donors to spread their financial support throughout the year, providing nonprofits with a consistent and predictable source of funding.

Monthly giving and recurring giving are often used interchangeably, but there is a subtle difference. Monthly giving specifically refers to donations made on a monthly schedule, typically on a set day of the month. Recurring giving, on the other hand, can encompass different frequencies, such as weekly, quarterly, or annually. According to Double the Donation, 94% of recurring donors prefer to give monthly, 3% weekly, 2% annually, and 1% quarterly. Nonprofits often emphasize monthly giving due to its predictability and ease of administration.

To promote monthly or recurring giving, nonprofits can consider offering various incentives and options, including:

• Providing recurring or monthly as options on donation forms.
• Mention the opportunity in newsletters or other communication for greater visibility.
• Provide suggested donation amounts to guide donors.
• Name the monthly giving program to give those involved a sense of comradery and identity.
• Offer a small token of appreciation, such as a thank-you gift, exclusive content, or early access to events, to entice donors to join your monthly giving program.

Setting up a monthly giving program involves several key steps:

• Define Goals: Determine the program objectives and the desired impact.
• Create an Online Presence: Set up a user-friendly page explaining the program and a “give now” button.
• Promote the Program: Market your monthly giving program through various channels, including your website, social media, email campaigns, and newsletters.
• Provide Clear Instructions: Make it easy for donors to set up monthly contributions through your online donation form.
• Thank and Engage Donors: Show appreciation and regularly communicate with your monthly donors to keep them engaged.

Nonprofits can track monthly donations efficiently using DonorPerfect, a donor management software that integrates with giving pages, helps manage donor information, automates recurring donation processing, generates reports, and monitors donation trends. Tracking monthly donations allows organizations to assess the performance of their program and maintain accurate financial records.

Converting one-time givers into recurring givers involves several strategies. The following strategies can help nonprofits cultivate lasting relationships with donors and increase their recurring giving base.

• Engagement: Communicate the impact of recurring donations and the benefits of sustained support through various channels.
• Thankfulness: Express gratitude to one-time donors and inform them about the option to convert their one-time gift into a monthly donation.
• Clear Communication: Clearly explain how monthly giving works and the difference it makes for your organization’s mission.
• Personalized Appeals: Segment your donor list and send personalized appeals to one-time donors who might be more inclined to join a monthly giving program.
• Incentives: Offer incentives, such as exclusive content or recognition, to encourage donors to make the switch.
• Ease of Conversion: Make it straightforward for donors to convert their one-time donations into recurring gifts through your website or by contacting your organization.