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[ASK AN EXPERT] Among Everything Else We Have to Do, Why Should We Prioritize Monthly Gifts?
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Updated - 05/27/2025
Our Ask An Expert series features real questions answered by Claire Axelrad, J.D., CFRE, our very own Fundraising Coach, also known as Charity Clairity. Today’s question comes from a nonprofit employee who wants advice on whether they should prioritize their monthly giving program:
Dear Charity Clairity,
I have a few questions about monthly giving programs. I keep seeing advice to ramp them up, but ours is quiet and we don’t promote it a lot because we’re too busy with other things that raise more money. Why are they worth doing? Is this something to prioritize? If so, are some times of the year better than others to ask people to give monthly? And what are the best ways to communicate with these folks moving forward? Can we send our regular appeals, or must they be a completely distinct segment?
— Monthly Madness
Dear Monthly Madness,
Don’t be mad! Yes, developing and implementing a robust monthly gift program is more work than not doing so, but it’s time well spent.
Nothing depicts why better than the Bloomerang chart below:
Yowza!
You will increase donor retention exponentially, because once people are “subscribed” to your program they need to actively opt out. Most people take the path of least resistance and stick with you. And there are definitely ways to inspire monthly donors to give more over time. We’ll get to those in a moment.
Back to why you should prioritize monthly gift promotion in your annual work plan. If you’re passive, your program will stay quiet. Too quiet to make enough difference with your donor retention – not to mention increasing the lifetime value of your donor base. So, you’ll want to be sure you’ve got (1) a dynamic, easy-to-use donation page, and (2) multiple active promotion channels. See The Best Ways To Promote And Increase Monthly Giving for some specific, actionable tips.
There isn’t really a best time of year. “Monthly” giving means every month! That being said, monthly giving guru Erica Waasdorp suggests running campaigns in September/October and February/March. Partly, this tends to coincide with somewhat less busy times for fundraisers. In the fall, you’re not quite into year-end or GivingTuesday promotions. In the spring, you’ve completed your year-end campaign and are not yet into active planning and budgeting mode.
“I love calling September “sustainer month.” It’s an ideal time to focus on monthly giving. The kids are back in school. People have returned from vacations. You’re not yet in the heavy giving season. What is a better way to engage donors than by asking them to consider a monthly gift right now? Consider a small sustainer drive, integrating all your messaging, aimed at monthly gifts.
Then do the same in February/March. You may have recent one-time donors you can invite to consider converting to give monthly.”
— Erica Waasdorp, Answers to 5 Key Questions About Monthly Giving
When it comes to ongoing stewardship, the most important thing is this: Don’t treat monthly donors like second class citizens! Unfortunately, because these folks are “locked in,” too often organizations simply allow them to run on auto pilot. They don’t include these donors in their regular campaigns. They send a thank you only once, when they first sign on. They don’t develop a bespoke donor love and loyalty program which will increase their giving over time.
Just like every other donor, you want to make these supporters feel special! Ideas include:
1. Send a tailored email welcome series to new monthly donors. Include feedback opportunities (e.g., a quick survey, a single pointed question to which they can effortlessly reply; your contact info so they can easily reach you), as this opens a dialog with those who may want to become more involved. If you have the bandwidth, consider making a phone call to say thank you whenever someone joins your monthly giving cohort for the first time. Leaving a message is okay. This personal touch will make you stand out, and it simply packs a bigger punch than something you automate.
2. Send monthly email updates showing what their support made possible during the previous month. Make it short, sweet, and something to which your donors will look forward to receiving. Here’s an example from Vida Joven:
3. Include testimonials and first-person stories from monthly donors in your publications. These remind people of your monthly donor program, planting the “social proof” seed that may compel others to follow in their footsteps.
4. Send little gifts. If you want gifts, you must give them. It’s simple. And it doesn’t have to cost you a dime. Gifts of content (e.g. ‘how to’ downloads; recommendation lists; recipes; eBooks, etc.) work well, as do coupons from any of your business sponsors. All philanthropy is a value-for-value exchange.
There are many ways for donors to make monthly gifts. They can transfer gifts electronically from their bank (use the ACH clearinghouse); set up recurring grants through their donor advised fund, and set it up through their credit card. It’s your job to let donors know their options, and make it as seamless as possible.
If you don’t drive would-be monthly donors mad, they won’t drive you mad either!
— Charity Clairity (Please use a pseudonym if you prefer to be anonymous when you submit your own question, like “Monthly Madness” did.)
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