Why monthly giving should lead your fundraising strategy

3-5 minute read

Key takeaways:

• Shifting to a monthly-first strategy can increase long-term revenue, even if short-term goals temporarily decrease.
• Lower immediate return on ad spend (ROAS) expectations to allow monthly donor programs to grow and outperform one-time giving over time.
• Promote monthly giving across all donor touchpoints and make it the default on your donation page.
• Build a sense of community around monthly donors and explain the impact of sustained giving.

How a monthly-first approach builds lasting donor relationships

Nonprofits often focus on meeting immediate fundraising goals, but building long-term revenue streams is just as critical to sustaining your mission. One of the most effective ways to do that is by prioritizing monthly giving. By making recurring donations the centerpiece of your fundraising strategy, you can boost donor retention, increase lifetime value, and create a more predictable source of revenue.

The case for a monthly-first strategy

Consider this—if a donor makes a one-time gift of $100, they will often not give again for a year. If a donor gives a $10 monthly gift, assuming you retain that donor for a year, you’ve made $120 in the first year, and will very likely continue to make more in the following years. This example makes it easy to see the benefits of the monthly giving strategy.  

Shifting goals & expectations

Many of our clients do see the value in promoting monthly giving, but they are wedded to pre-determined monthly and yearly revenue goals that require immediate returns. As you’re thinking through next year’s goals, consider lowering your monthly revenue targets and immediate ROAS expectations, and factor in what monthly giving strategies could do for your program in the long run.   

With a monthly-first strategy, your monthly revenue goals might need to temporarily decrease. But over time, your ROAS will exceed that of immediate return strategies and your program will continue to build on your monthly-first investment.  

Easy & effective ways to promote monthly giving

So, what are some easy and effective ways to make your fundraising program “monthly-first”?  Here are a few to get you started: 

• Default your website donation page to a monthly ask so it’s the first option donors see.
• Include a monthly call-to-action across all donor channels: ads, emails, and social media.
• Foster a sense of community by sharing average monthly gift amounts or donor spotlights.
• Add an upsell lightbox prompting one-time donors to switch to monthly giving.
• Clearly explain the impact of monthly gifts on your mission and programs.
• Create a new donor welcome series that encourages one-time donors to become monthly supporters.

Have questions or want to hear more about how you can transform your fundraising program to prioritize long-term growth? Contact us.