What Most Nonprofits Miss About Monthly Giving
Too often, monthly giving is treated like an afterthought. A small checkbox at the bottom of a donation form. "Make this a monthly gift."
It's easy to miss, and even easier to overlook. But monthly donors are different. They're not just one-time givers who happen to repeat. They're people who want to support your mission consistently, who believe in steady impact, and who deserve a tailored experience.
Why monthly giving matters
Recurring giving brings stability. It provides predictable revenue, helps smooth seasonal swings, and gives your team the ability to plan beyond the next campaign.
For donors, it's often easier to commit to $10 or $15 each month than to make a larger one-time gift. It feels more manageable, yet more meaningful because they know they're part of something ongoing.
But to unlock that potential, you need more than a checkbox. You need a strategy built around what makes recurring donors tick.
Create a dedicated monthly giving experience
A separate donation page for monthly giving does more than organize your forms. It signals that this kind of support is different and valuable. It lets you speak directly to why monthly gifts matter and how they fuel your mission year-round.
Use this space to:
Feature a lower default gift amount that feels accessible.
Highlight the long-term impact of consistent support.
Emphasize flexibility. Donors can pause or cancel anytime.
Reinforce that their gift will be put to work every single month.
Give monthly giving a name and build a sense of belonging
Naming your monthly giving program can go a long way. A strong, mission-aligned name helps donors feel like they're part of something purposeful. It is no longer just a transaction. It is a role they're stepping into.
Whether it's "Sustainers," "Impact Circle," or something unique to your organization, a name invites identity. It turns giving into a shared commitment.
Communicate with monthly donors like the loyal supporters they are
Once someone opts into monthly giving, your job isn't done. In fact, that's when the real relationship begins.
These donors should hear from you differently. More regularly. More personally. Share updates that show how their ongoing support is moving the needle. Let them in on the progress, the challenges, and the wins because they're helping to make it all possible.
Instead of broad appeals, offer simple, specific proof: "Your monthly support helped us keep programs running through the off-season."
Build for the kind of giving that lasts
Monthly giving works when you treat it as a core part of your fundraising strategy, not a side option.
When you give it space on your site, craft messaging specifically for recurring supporters, and communicate with them in meaningful ways, you're not just increasing revenue. You're strengthening relationships and building long-term resilience.
We saw this in action with the SAE Foundation. With a few simple changes, including a dedicated monthly giving page, more intentional messaging, and lower default amounts, they saw an immediate 12% increase in recurring donations.
So give monthly giving a home of its own. Speak to the people who want to stand with you month after month. And make it easy for them to say yes.