How to increase monthly donors and grow recurring giving

Yet most nonprofits are still missing out on the full potential of recurring giving.

The difference between organizations that struggle with unpredictable funding and those that confidently plan for growth often comes down to how they approach their monthly giving program.

In this guide, we'll break down the proven strategies that are helping leading nonprofits transform their funding models through recurring donations.

Why monthly giving matters for nonprofits

The power of recurring donations

Relying only on one-time donations can feel like running on a hamster wheel—always working hard to bring in funds, but never quite getting ahead. That’s why monthly donations can be a game-changer. Instead of starting from scratch every month, you have a steady, reliable income that helps you plan ahead, grow your programs, and make a bigger impact.

For donors, giving monthly is an easy way to support a cause they care about without making a big financial commitment all at once. A $10 monthly gift feels a lot more manageable than a $120 one-time donation, but over the course of a year, it adds up just the same. And when donors see the ongoing impact of their support, they’re more likely to stay connected and give long-term.

How monthly donors differ from one-time donors

Setting up your monthly giving program

Optimize your donation page for recurring giving

Your donation page is where people decide whether to give once or commit to a recurring donation, so making it easy and compelling is key. If donors don’t immediately see the option for monthly giving, or if the process feels confusing, they’ll likely choose a one-time gift—or worse, leave without donating at all.

Here’s how to make your donation page work for you:

• Make recurring giving the default option. Instead of asking donors to “opt in” to monthly giving, present it as the first or preferred choice. This small tweak can make a huge difference.
• Use impact-driven language. Show donors exactly what their monthly gift accomplishes. Instead of just listing dollar amounts, connect them to real outcomes:
  
  • $10/month = Provides school supplies for a child
  • $25/month = Helps feed a family for a week
  • $50/month = Supports emergency medical care
• Keep the form simple. The fewer steps, the better. Ask only for the essentials—name, email, payment info—and let donors complete their gift in seconds.

A well-designed donation page makes the difference between a hesitant visitor and a committed monthly donor.

Make it easy to join your monthly giving program

Signing up for monthly donations should be as easy as making a one-time gift—maybe even easier. If donors have to jump through hoops to commit, they’ll likely give up before completing the process.

Here’s how to remove friction and increase sign-ups:

• Enable one-click recurring donations. If someone has donated before, let them turn that into a monthly contribution with a single click.
• Offer multiple payment options. Credit cards, PayPal, ACH transfers—giving donors choices makes it more convenient for them to commit.
• Use a “Join Our Monthly Giving Program” button. Place it everywhere: on your website, in emails, and across social media. The easier it is to find, the more people will sign up.
• Make monthly giving part of every ask. Whether you’re running a campaign or sending thank-you emails, always mention the option to become a recurring donor.

A smooth, hassle-free process means more prospective donors will take that next step and support your cause long-term.

Use donor management software to track and engage

Once donors commit to monthly contributions, your job isn’t over. Keeping them engaged is just as important as getting them to sign up in the first place. That’s where a good donor management software can make a huge difference.

Here’s how it helps:

• Automate donor follow-ups. A simple thank-you email is great, but a personalized message that shows donors their impact keeps them invested. Set up automated updates that highlight what their recurring gifts are making possible.
• Track donor behavior. If someone suddenly stops their monthly donation, your system can flag it, so you can reach out, thank them for their support, and see if they’d like to continue giving.
• Segment donors for better outreach. Not every recurring donor is the same. Some may be open to increasing their gift over time, while others might need reminders about the impact they’re making. Good software helps you send the right message to the right people.

A strong recurring giving program isn’t just about getting new donors—it’s about keeping them engaged so they continue supporting your mission for years to come.

How to increase monthly donors through marketing

Use social media to promote your monthly giving program

If you want to grow your monthly donor base, social media is one of your best tools. It’s where you can reach new supporters, tell your story, and show people why committing to a recurring donation truly matters. But just posting a donation link isn’t enough—you need to make it engaging.

Here’s what works:

• Share impact stories. Post real stories about how monthly contributions are making a difference. A short video, a powerful quote, or a before-and-after photo can go a long way.
• Feature donor testimonials. Let current recurring donors explain why they give. Seeing real people support your cause helps prospective donors feel more confident about joining.
• Use direct calls to action. Instead of just saying, “Support our mission,” be clear: “Join our monthly giving program today and change lives every month.”
• Run targeted ads. Social media ads let you reach people who are already interested in your cause. A well-placed ad with a simple message—like “Give $10 a month to help a child go to school”—can attract new donors.

Leverage email campaigns for donor retention

Email is one of the most effective ways to keep recurring donors engaged and encourage prospective donors to sign up. But sending random donation requests won’t cut it—you need a thoughtful strategy that keeps donors interested without overwhelming them.

Here’s how to make your email campaigns work:

• Send a warm welcome email. As soon as someone joins your monthly giving program, thank them and remind them of the impact they’re making. A short, heartfelt message goes a long way.
• Provide regular updates. People want to know their monthly contributions are making a difference. Share success stories, program updates, and real-life examples of how their support is changing lives.
• Use urgency and exclusivity. Create moments that make donors feel special. For example, “Join our recurring giving program this month and receive a handwritten thank-you from our team.”
• Make it easy to upgrade. Every few months, gently encourage donors to consider increasing their monthly donation. A simple message like “An extra $5 a month can provide school supplies for a child—would you like to help?” can lead to higher giving levels.

Encourage monthly donations with matching gifts

A great way to motivate people to become monthly donors is by offering matching gifts. When donors see that their recurring donations will have double (or even triple) the impact, they’re much more likely to commit.

Here’s how to make matching work for your recurring giving program:

• Partner with businesses. Many companies love supporting nonprofits, and a matching gift program is an easy way for them to get involved. Reach out to local businesses and corporate sponsors to see if they’ll match monthly donations.
• Create limited-time matching campaigns. Urgency drives action. Try running a campaign like, “All new monthly contributions made this week will be matched dollar for dollar.” This gives prospective donors a reason to act now instead of later.
• Highlight the impact of matching gifts. Show donors exactly what their doubled gift can do. Instead of saying, “Your $25 donation will be matched,” say, “Your $25 monthly gift will now feed two families instead of one.”
• Make sure donors know if their employer offers a match. Many companies already have donation matching programs, but employees don’t always know about them. Provide a simple way for donors to check if their employer will match their recurring donation.

Engaging and retaining your monthly donors

Show appreciation and build strong relationships

Getting recurring donors to sign up is just the first step—keeping them engaged is what really makes a difference. Donors who feel valued are more likely to stick around and continue supporting your cause long-term.

Here’s how to show appreciation in ways that matter:

• Say thank you—often. A simple, heartfelt thank-you message can make a big impact. Whether it’s a quick email, a handwritten note, or a short video from your team, regular gratitude keeps donors feeling connected.
• Celebrate milestones. When a monthly donor hits their one-year anniversary, recognize them. A message like, “You’ve been part of our giving community for a year—thank you for making a lasting impact!” makes them feel appreciated.
• Feature donors in your communications. Highlighting recurring donors in newsletters or on social media (with their permission) shows that they’re an important part of your nonprofit’s success.
• Keep it personal. Address donors by name in emails, and when possible, tailor updates to their giving history. A message that says, “Your $20 monthly donation has provided meals for 12 families so far this year” feels much more meaningful than a generic thank-you.

Provide exclusive benefits for monthly donors

A great way to keep recurring donors engaged is by offering special perks that make them feel like part of an exclusive community. These don’t have to be expensive or complicated—just small ways to show appreciation and reinforce their impact.

Here are a few ideas:

• Give behind-the-scenes updates. Monthly donors are some of your most committed supporters. Treat them like insiders by sharing exclusive content, like sneak peeks into upcoming projects or personal stories from the people they’re helping.
• Offer private Q&A sessions. Host a virtual event where monthly donors can ask questions, hear directly from your team, or meet beneficiaries of your programs. This deepens their connection to your mission.
• Create a special donor community. Consider a private Facebook group or an exclusive newsletter just for recurring donors. This makes giving feel more personal and rewarding.
• Recognize them in meaningful ways. A simple “thank you” on your website, an annual donor appreciation event, or a special badge on their donation profile can make donors feel valued.
• Send small tokens of appreciation. A digital thank-you card, a downloadable impact report, or a personalized video message can go a long way in showing gratitude.

Monthly giving program examples that work

Charity: water – The Spring

Charity: water’s monthly giving program, The Spring, is one of the best-known examples of a successful recurring donation model. What makes it work?

• Strong branding and storytelling. The Spring isn’t just a giving program—it’s a movement. Charity: water makes donors feel like they’re part of something bigger, with powerful visuals and compelling personal stories.
• Clear impact statements. Donors always know where their money is going. Instead of just asking for a monthly donation, Charity: water explains that “$40 a month gives 12 people clean water each year.”
• Ongoing engagement. The organization regularly updates donors with videos, emails, and reports that show how their contributions are making a difference.

World Wildlife Fund – WWF Heroes

WWF’s recurring giving program takes a different approach by focusing on community-building.

• Tiers for different giving levels. Donors can choose their level of support, from “Partners in Conservation” to “WWF Heroes,” which gives them a sense of belonging and status.
• Exclusive benefits. Monthly donors receive special perks like a welcome kit, exclusive newsletters, and invitations to WWF events.
• A focus on long-term impact. WWF makes it clear that ongoing support is critical for wildlife conservation, reinforcing why recurring donations matter more than one-time gifts.

Doctors Without Borders – Field Partners

Doctors Without Borders’ monthly giving program, Field Partners, emphasizes how vital consistent support is for their life-saving work.

• Simple, easy sign-up process. The organization makes it incredibly easy to become a monthly donor, with a clear, mobile-friendly donation page.
• Strong emotional appeal. Their messaging highlights the urgency of medical crises and how recurring donors provide reliable funding for rapid response efforts.
• Donor appreciation. Field Partners receive regular updates showing how their support is helping doctors and patients in crisis areas around the world.

Start growing your monthly donor base today

A strong recurring giving program doesn’t just provide steady funding—it builds a loyal community of supporters who are invested in your mission long-term. By making monthly donations easy, showing donors the impact of their contributions, and keeping them engaged, you can create a sustainable source of funding that helps your nonprofit grow.

If you’re ready to take your monthly giving program to the next level, Harness is here to help.

Our platform makes it easy to automate donations, engage donors, and grow sustainable revenue—and our expert team is ready to join yours. With the right tools and hands-on support, we’ll help you build stronger donor relationships and raise more for your mission.

Frequently asked questions

How do I encourage one-time donors to become monthly donors?

The key is to make recurring donations the easiest and most attractive option. Show donors the impact of a monthly contribution compared to a one-time gift, and offer incentives like exclusive updates or special recognition. Also, use your donation page, emails, and social media to promote monthly giving as the best way to support your cause long-term.

What is the best way to retain recurring donors?

Retention starts with engagement. Regularly update monthly donors on how their support is making a difference. Send personalized thank-yous, offer exclusive perks, and celebrate milestones (like their one-year giving anniversary). The more valued donors feel, the more likely they are to continue their support.

How many donors should I aim for in my monthly giving program?

It depends on your current donor base and fundraising goals. Start with a realistic target, such as converting 5-10% of your existing donors into recurring donors, and build from there. Focus on gradual, steady growth rather than quick spikes in sign-ups.

What’s the best donation software for managing monthly gifts?

A good donor management software automates recurring donations, tracks donor engagement, and makes communication easy. Harness offers tools designed to help nonprofits streamline their monthly giving program, keep donors engaged, and grow their impact effortlessly.

How do I promote my monthly giving program effectively?

Use multiple channels—your website, email campaigns, social media, and events—to consistently highlight the benefits of recurring giving. Share impact stories, feature donor testimonials, and make the sign-up process as easy as possible. Running special campaigns, like matching gifts or limited-time incentives, can also boost conversions.

What should I do if a monthly donor cancels?

Donors may cancel for different reasons, so it’s important to follow up with care. Send a thank-you message acknowledging their past support and, if appropriate, ask for feedback. You can also provide options like temporarily pausing their monthly contribution or lowering the amount. Sometimes, a simple reminder of their impact can encourage them to rejoin.