As we step into 2025, now is an ideal time to reflect on the highs and learnings from the last year. The holiday season remains a critical period for nonprofit organizations. But now, the real question is: How do we take the momentum of holiday generosity and transform it into sustainable, year-round support?
In my years working with nonprofits, one thing has become clear—sustainer giving is the foundation for long-term stability. Monthly donors are more than just supporters; they are advocates, investors and true believers in your mission. Sustainers can represent your most reliable revenue stream, allowing you to plan and expand programs with confidence. But like any meaningful relationship, sustainer giving requires thoughtful cultivation through the effort your organization gives.
In 2024, we saw a significant uptick in digital engagement, particularly during GivingTuesday. We’ve learned digital donors are more inclined to become sustainers, making this an opportune time to transition these new supporters into monthly giving programs.
From paid media to direct mail, your approach should be simple yet intentional. It’s not about overcomplicating your strategy but about consistency. Regularly sharing stories of impact, offering genuine appreciation, and making personal touchpoints—like phone calls to say thank you—are small but impactful steps that foster loyalty.
A successful sustainer program doesn’t require reinventing the wheel. It starts with asking the right people—those who have shown an affinity for your mission. Use tools like donor modeling and analytics to identify supporters with the potential to give monthly. Then, create a welcoming process that sets the tone for their journey with your organization.
One key takeaway from my work is that sustainer programs thrive on simplicity and transparency. It’s not about flashy campaigns or grand gestures—it’s about cultivating a relationship based on trust and shared purpose. Sustainers give because they believe in your cause, and they stay because you make them feel like they are an integral part of the solution.
For example, many organizations underestimate the power of a simple thank-you. Something as small as a phone call or handwritten note can make a world of difference. And while planned giving might feel like a long-term strategy, monthly donors are your most likely prospects for legacy gifts. Don’t be afraid to plant the seed.
As we enter a new year, it’s time to double down on sustainer giving. Use the momentum of holiday giving to launch targeted campaigns, analyze your data for potential sustainer prospects, and refine your communication strategies. Remember, every small step you take today lays the foundation for a stronger tomorrow.
If you’re unsure where to begin, start small. Test a few approaches, learn what resonates with your donors, and scale from there. Sustainer giving isn’t a sprint—it’s a marathon. But with the right strategy, it’s a marathon that can lead to transformational change for your organization and the communities you serve.
At RKD Group, we’re here to support you every step of the way. Let’s make 2025 the year of sustainability and impact.