The Monthly Donor Program You Keep Putting Off (and Why It’s the Most Important Thing You’re Not Doing)
You don’t need another major donor. You need 100 people who will give you $25 a month and forget they’re doing it.
If you read my last article, you know I told you to ditch the galas and other expensive, exhausting fundraising events. I also recommended some smarter ways to raise money that actually work. Well, I’d be pretty rude if I didn’t elaborate on those, too.
Let’s be honest. You’ve been “planning” a monthly donor program longer than you’ve been planning that new CRM rollout—and probably with the same amount of follow-through.
We get it. It feels small. It doesn’t have the adrenaline rush of a major gift. It’s not flashy like a big gala or a six-figure grant. But here’s the truth:
A strong monthly donor program is the most boring, beautiful, and sustainable revenue stream your nonprofit can build.
The Data Is Screaming at You
Monthly donors have a 90% retention rate, compared to about 45% for one-time donors.
According to Network for Good, monthly givers give 42% more annually than one-time donors.
Donors who enroll in a monthly program are more likely to upgrade, refer friends, and stick around for years—without you having to beg every December.
So… why haven’t you done it yet?
The Excuses We Hear (and Why They’re Bad)
“We don’t have the tech.”
You don’t have the tech? Then get the tech. It’s 2025. Move away from Excel spreadsheets and sticky notes. You have a phone line, right? Internet? Computers? Electricity? Then you have everything you need to start using a CRM.
Not sure where to start? There are plenty of affordable, user-friendly CRMs made just for nonprofits. (Email me if you want recommendations: sheena@puregrant.com)“Our donors won’t go for it.”
Then you’re not explaining it right. Monthly giving is a budgeting gift to your donors. It’s predictable for them and for you. Emphasize ease. Emphasize impact. People want to help—you just have to make it stupid-easy.“We’re focusing on bigger gifts right now.”
Cool. And when those gifts fall through or don’t renew next year, what’s your backup plan?“It’s on our list for next year.”
It’s always “next year.” Meanwhile, every month you’re not doing this is revenue left on the table.
Don’t Overcomplicate It
Don’t waste time and money creating themed membership levels with elaborate perks you can’t afford. Your donors want to give because they believe in your mission—not because you’ve got three tiers of exclusive tote bags. Keep it simple. Focus on impact, not swag.
You Don’t Need Fancy Branding. You Need a Form.
Don’t overthink it. You don’t need a clever name or a microsite or a professionally-produced welcome kit.
You need:
A landing page with a compelling ask
A checkbox that says “Make this a monthly gift”
A simple thank-you email
A reminder to check in with these donors once in a while like they’re humans, not ATMs
A CRM (again, yes, you can get one.)
Real Talk: Monthly Donors Are Not Just “Nice to Have”
They are your financial cushion. They’re the reason you can stop panic-sending emails on December 28th. They’re how you survive the months when grants are late, events get canceled, or major gifts don’t close.
This isn’t a “someday” initiative. It’s a right now priority.
I don't gatekeep.
Here are other resources to help you launch:
1. Network for Good — Monthly Giving Guide
Network for Good has a comprehensive, step-by-step guide for setting up and growing monthly giving programs, including messaging examples and tech recommendations.
networkforgood.com/nonprofit-resources/monthly-giving/
2. Bloomerang — How to Start a Monthly Giving Program
Bloomerang is known for donor management software, but their blog and resource center have excellent actionable advice on monthly giving — from onboarding new monthly donors to retention strategies.
bloomerang.co/blog/how-to-start-a-monthly-giving-program/
3. Classy — The Ultimate Guide to Monthly Giving
Classy offers detailed guides about monthly giving, including case studies, marketing tips, and pitfalls to avoid. It’s geared towards nonprofits looking to grow recurring revenue.
classy.org/blog/monthly-giving/
4. DonorPerfect — Monthly Giving Program Best Practices
DonorPerfect shares practical advice on donor communications, creating compelling asks, and using technology to streamline monthly donations.
donorperfect.com/resources/monthly-giving
5. The Nonprofit Monthly Donor Blog by Funraise
Funraise’s blog regularly covers monthly donor programs, donor psychology, and fundraising tech to help you optimize your program.
funraise.org/blog/tag/monthly-giving
Good chat.
If you’re not building a monthly giving program, you’re not building a sustainable nonprofit. Period.
It doesn’t have to be perfect. It just has to exist.
Want help figuring out what language to use in your donor emails? Or how to explain this to your board so they stop chasing gala RSVPs instead? Let’s talk.
We do more than grant applications—we help you raise money smarter.
Sheena Link is a seasoned development professional who has spent over a decade in the nonprofit trenches—planning galas, wooing corporations, and chasing grant deadlines. She can be reached at sheena@puregrant.com