Recurring donations for nonprofits: how to grow monthly giving

But here’s the thing: setting up and growing a recurring donor base isn’t as simple as adding a checkbox on your donation page. It takes strategy, clear communication, and the right tools.

In this guide, we’ll walk you through everything you need to know, from setting up your monthly giving program to keeping donors engaged for the long haul. Whether you’re new to recurring gifts or looking to improve your existing approach, you’ll find actionable steps, real-world insights, and expert-backed tips to help you succeed.

What are recurring donations and why do they matter?

Recurring donations are automatic, ongoing gifts that donors set up to support your nonprofit on a monthly, quarterly, or annual basis. Instead of giving once and moving on, recurring donors commit to contributing on a schedule, providing reliable funding for your mission.

Think of it like a subscription for good. Just like people subscribe to streaming services or meal kits, they can subscribe to supporting your cause. And the best part? Once donors opt in, they don’t have to think about it every time they give. That convenience makes it easier for them to stay engaged and committed long-term.

For nonprofits, recurring donations remove the stress of unpredictable funding. You don’t have to constantly chase one-time gifts or scramble to meet fundraising goals. Instead, you get a steady, predictable revenue stream that allows for better planning, growth, and impact.

The benefits of recurring donations for nonprofits

A strong recurring giving program does more than bring in donations—it transforms the way nonprofits operate. Let’s break down the biggest benefits:

1. Financial stability and predictable revenue

One of the toughest challenges for nonprofits is not knowing when or where the next donation will come from. Recurring gifts change that. When donors commit to giving on a monthly, quarterly, or annual basis, you can count on a steady flow of funds. That means less time worrying about fundraising and more time focusing on your mission.

And the impact adds up. Even a small base of monthly donors can provide consistent revenue that keeps programs running smoothly. Instead of relying on seasonal giving or big, one-time gifts, nonprofits with strong recurring donor bases have financial predictability year-round.

2. Increased donor retention and engagement

Keeping donors engaged is one of the hardest parts of fundraising. The good news? Recurring donors stick around longer. Studies show that donors who give on a recurring basis are more likely to continue supporting an organization over time.

Why? Because they feel invested in the cause. Giving regularly turns supporters into part of your nonprofit’s story. When you keep them updated on how their recurring gifts make an impact, they stay emotionally connected—leading to higher retention rates and stronger donor relationships.

3. Streamlined fundraising efforts

Recurring giving isn’t just good for donors—it’s a game-changer for your team. Instead of constantly running new campaigns or making urgent fundraising appeals, your nonprofit can shift focus to building long-term relationships.

With the right tools, like automated donation forms and smart donor communication strategies, a recurring giving program can save your team time and resources. That means less energy spent on chasing one-time donations and more effort put into growing and improving your mission.

‍

How to set up a successful recurring giving program

Building a recurring giving program isn’t just about adding a monthly donation option to your website. It’s about making it easy, compelling, and rewarding for donors to commit to ongoing support. Here’s how to set up a program that works:

1. Choosing the right donation platform

The first step? Pick a platform that makes giving simple. Your donors shouldn’t have to jump through hoops to set up a monthly donation. The best platforms:

• Offer mobile-friendly donation forms that work on any device.
• Allow donors to manage their own recurring gifts—updating payment info, changing amounts, or pausing donations as needed.
• Provide multiple payment options (credit/debit cards, ACH, PayPal, Apple Pay, etc.).
• Automate donation receipts and confirmations to build trust with donors.

2. Designing a user-friendly donation page

Your donation page is where supporters decide to commit. If the process is confusing or takes too long, they might drop off before completing their gift.
Here’s how to optimize your donation page for recurring donations:

• Make “monthly giving” the default option (but let donors adjust if needed).
• Offer preset donation amounts with descriptions of what each level supports.
• Use clear, persuasive language: “Join our community of monthly givers and make a lasting impact.”
• Keep it short and simple—no unnecessary fields or distractions.

3. Creating a compelling value proposition

People want to know why they should give on a recurring basis. Instead of just asking for support, show them the impact of their ongoing contributions.

• Highlight how their gifts make a difference (“$20/month feeds a child for a week”).
• Share stories of real people helped by donations.
• Use recurring donor testimonials—let others explain why they give regularly.

Make donors feel like they’re joining something bigger than a one-time gift—a community of recurring givers creating lasting change.

4. Promoting recurring giving on social media and email

Your donors won’t sign up if they don’t know about your recurring giving program. Use social media, email, and your website to spread the word:

• Feature real donor stories in emails and social posts (“Meet Sarah, a monthly donor who helps keep our programs running year-round!”).
• Add a strong call-to-action in your email campaigns: “Become a monthly donor today and change lives every month.”
• Run a limited-time campaign encouraging donors to start a monthly gift with a small incentive (like a thank-you gift or special recognition).

The more visibility you give your recurring donation program, the more donors will see its value and join in.

Strategies to increase recurring donors

Building a recurring donor base is one thing—keeping it growing is another. The key is to turn one-time donors into long-term supporters and keep them engaged. Here’s how:

1. Converting one-time donors into recurring givers

One-time donors have already shown they care. Now, it’s about giving them a reason to make their support ongoing.

• Follow up immediately: After a one-time donation, send a thank-you email with an option to upgrade to a monthly gift.
• Make it easy: Offer a one-click upgrade so donors can switch to recurring donations without filling out another form.
• Show the impact: Use real-life examples of how ongoing support makes a difference. Instead of saying, "Donate monthly," try "Your $10/month provides school supplies for a child all year."

2. Using data to optimize donor retention

Recurring donations aren’t set-and-forget. To keep donors engaged, nonprofits should track:

• Retention rates: How long do donors typically stay in the program?
• Average donation amounts: Do small increases in suggested giving levels lead to higher contributions?
• Engagement trends: Do donors respond more to emails, social media, or personal outreach?

3. Strengthening donor relationships

People don’t just give to organizations—they give to causes and communities they feel connected to. Here’s how to keep donors engaged and prevent cancellations:

• Send regular impact updates: Let donors know exactly how their recurring gifts are being used.
• Personalize communications: Use donor names and reference their giving history. A message like "Maria, your monthly gift just helped plant 50 trees!" is far more powerful than a generic thank-you.
• Celebrate donor milestones: Recognize anniversaries (like their one-year giving mark) with a thank-you note or small gesture of appreciation.

Measuring success and optimizing your recurring donation strategy

A successful recurring giving program isn’t just about getting donors to sign up—it’s about making sure the program continues to grow and improve. To do that, nonprofits need to track key metrics and make adjustments along the way.

1. Key metrics to track

Understanding your data helps you see what’s working and what needs improvement. Here are the top metrics to monitor:

• Donor retention rate – How many recurring donors stay engaged over time?
• Churn rate – The percentage of donors who cancel their recurring gifts.
• Average donation amount – How much is the typical recurring donor giving per month?
• Lifetime donor value – The total amount a recurring donor contributes over their entire relationship with your nonprofit.
• Growth rate – How many new recurring donors are joining your program each month?

2. Adjusting your strategy over time

Your recurring giving program isn’t something you set up once and forget. To keep donors engaged and attract new ones, you need to continuously refine your approach.

• Test different messaging – Experiment with different email subject lines, social media posts, or donation form language to see what drives more sign-ups.
• Ask for feedback – Send a quick survey to current donors to understand what they like (or don’t like) about your recurring giving program.
• Try a re-engagement campaign – If donors cancel, follow up with a friendly message reminding them of the impact they made and offering them an easy way to restart their gift.
• Offer upgrades – Encourage existing monthly donors to increase their gift by showing them the additional impact a small increase can make.

Take your monthly giving program further

A strong recurring giving program can transform your nonprofit’s fundraising strategy. Instead of relying on unpredictable, one-time donations, you can build a stable, predictable revenue stream that supports your mission year-round.

But recurring donations aren’t just about the money—they’re about building relationships with donors who believe in your cause. When supporters see the real impact of their ongoing gifts, they’re more likely to stay engaged, increase their contributions, and even inspire others to join.

The key to success? Make giving easy, show donors their impact, and continuously refine your strategy based on data and feedback. With the right approach, you can turn one-time donors into lifelong supporters.

Ready to take your recurring donation program to the next level? Harness provides the tools and expertise you need to make it happen. From seamless donation forms to automated donor engagement, we make it easy to grow and sustain your recurring donor base.

FAQ

What is a recurring donation?

A recurring donation is a gift that donors set up to be automatically given on a monthly, quarterly, or annual basis. It provides nonprofits with consistent funding and makes it easier for donors to support causes they care about.

Why are recurring gifts important for nonprofits?

Recurring gifts help nonprofits build a stable revenue stream, improve donor retention, and reduce the pressure of constantly running new fundraising campaigns. They also allow organizations to plan long-term and invest in growth.

How can I encourage more donors to give on a recurring basis?

You can promote recurring giving by highlighting the impact of ongoing support, making monthly giving the default option on your donation page, and using email and social media to engage and educate donors.

What is the best frequency for recurring donations?

Monthly giving is the most common and effective option, as it fits naturally into most people’s budgeting habits. However, offering quarterly and annual donation options gives donors the flexibility to choose what works best for them.

How do I set up a recurring donation form?

Most nonprofit fundraising platforms, including Harness, offer customizable donation forms that allow donors to easily set up recurring gifts. A well-designed donation form should be mobile-friendly, simple to use, and offer multiple payment options.

How can I reduce donor cancellations?

Keeping recurring donors engaged is key. Regularly update them on the impact of their gifts, personalize your communication, and make it easy for them to manage their donation settings. If a donor cancels, consider sending a follow-up message inviting them to rejoin.

Can small nonprofits benefit from a recurring giving program?

Absolutely! Even a handful of recurring donors can provide financial stability for small nonprofits. Starting with a simple, well-promoted monthly giving program can lead to steady growth over time.

‍