What if I told you there was a magic elixir to bring both stability and growth to your fundraising revenue?
It might sound like hyperbole, but monthly giving—aka, sustainer giving or recurring giving—is the answer you’re looking for.
For those unaware, monthly giving is a type of donation in which the donor signs up to contribute a set amount of money each month. The donation automatically recurs every month, just like payment for a subscription to Netflix or Spotify.
Sounds pretty great, right?
Now, you’re probably asking yourself, “Self, how do I start bringing in monthly donors to fuel our mission?”
I decided to ask a monthly giving expert to answer that question and a few others you might have. Dana Snyder is the author of “The Monthly Giving Mastermind: A Framework to Build, Grow & Sustain Subscriptions for Good” and host of the Monthly Giving Summit.
Here are her responses:
Why is monthly giving important now, in this moment?
Dana: Because the opportunity in front of us is massive. At the Monthly Giving Summit, I shared this stat from GivingTuesday: Only 3% of giving in the U.S. is currently recurring. Just 3%! But if we grew that to 5%, it would unlock an additional $9 billion in annual recurring revenue for nonprofits. That’s not a typo. Nine ... Billion ... Dollars.
Let’s sit with that for a second.
This isn’t just about a moment—it’s about a movement. We have a chance to reshape how giving works. And with all the economic uncertainty, shifting donor behavior and tighter budgets we’re seeing in the news, it’s time to make a shift. But honestly? That feeling isn’t new. Fundraising has always felt a little uncertain. It’s BEEN time for a change in fundraising.
In my book “The Monthly Giving Mastermind,” I talk about Hull House—a well-known and impactful nonprofit in history. They served the Chicago community for over a century, but in the ‘90s, they relied heavily on grants. When that grant funding dried up, they couldn’t pivot fast enough. They closed their doors.
The lesson? We have to prioritize building predictable, flexible revenue streams. And monthly giving is one answer.
Recurring donations aren’t just more convenient—they’re more sustainable. They give you breathing room. They help you plan ahead instead of scramble. They offer freedom from the financial rollercoaster of one-time gifts and grants.
And the best part? People are ready. We’re living in a subscription-based economy—Netflix, Spotify, Hello Fresh, you name it. This model isn’t new to your donors.
We just need to invite them in.
We need to make the recurring-first ask OUR new habit.
This is our moment to change the future of fundraising—from reactive to proactive, from surviving to sustainable.
Let’s not wait for another crisis to build the foundation we needed all along.
What are the benefits of monthly giving?
Dana: Let’s talk about benefits, both the obvious and the underestimated:
- Predictability: In a time when grants are delayed or canceled, event attendance is uncertain and donor behavior is shifting, a monthly giving program acts like a financial cushion. You know what’s coming in, which helps you plan smarter.
- Retention: The average one-time donor retention rate is around 20-30%. Monthly donor retention? You’re looking at 80-90% when done well. That’s a huge difference.
- Deeper engagement: Monthly donors are not just ATM machines. They’re people who believe in your mission so deeply they’ve chosen to support it every single month. They become your inner circle—your advocates, volunteers and future ambassadors.
Plus, this model aligns beautifully with where our culture is right now. We live in a subscription-based world. People are used to monthly charges that align with what they care about. When you invite someone to give monthly, you’re meeting them where they already are.
How can nonprofits start building a monthly giving program?
Dana: Starting a monthly giving program doesn’t mean launching a 50-page strategy deck or a 12-month rollout plan. It’s important to start and iterate as you go! In the book, I break it down into five steps that any nonprofit can follow, no matter the size or budget.
Here are some tips from each step in the framework to get started right now:
- Create the product – What’s the why behind your program? Give it a name, a purpose and a promise. What change are your monthly donors helping make possible?
- Make it easy – Seriously, remove all the friction. Optimize your donation form, add monthly as the default, and allow donors to pay the way they want (credit card, ACH, PayPal, Apple Pay, etc.).
- Call in the believers – You don’t need to find new people. Start with your current donors, volunteers and fans. They already love you—they just need the invitation. From there, reach out to your partners, aligned press, podcasts, etc. to get the word out!
- Make the ask – Loud and proud. Monthly giving shouldn’t be a hidden option. Talk about it in your emails, social, events, and especially with your board and staff ALL the time!
- Share joy and gratitude – Acknowledge your monthly givers as the VIPs they are. Celebrate them, communicate often and give them stories they’ll want to share.
The bottom line? Monthly giving doesn’t have to be complicated. It just needs to be intentional.
What are some of the myths you’ve heard around monthly giving?
Dana: Oh, I could make a bingo card out of these:
- “Our donors won’t commit to monthly giving.”
- “We’re too small to make this work.”
- “This sounds like a lot of work for small donations.”
- “What if it cannibalizes our major gifts?”
Let me bust those real quick:
- Your donors? Many are already subscribed to services they care about. They’ll subscribe to your mission too—if you ask.
- Your size? That’s your superpower. You can create personal, meaningful connections quickly and pivot fast.
- Small donations? Multiply $25/month by 100 people. That’s $30,000 in a year. And they’re more likely to stick with you than one-time donors.
- Cannibalization? Studies show monthly donors often give above and beyond their recurring gift!! I love this quote by Scott Harrison: “The masses FUEL the majors.” Major donors want to see that their meaningful gift is being sustained by other supporters.
These myths are rooted in fear or outdated thinking.
Monthly giving isn’t about shrinking your fundraising—it's about growing your base of loyal supporters.
What are the keys to long-term success in monthly giving?
Dana: Two words: consistency and care.
Your program doesn’t need to be flashy—but it does need to be consistent. Keep showing up for your donors. Let them see the impact of their support. Share stories. Be human. And for the love of all things fundraising, don’t set it and forget it.
Also, build systems that support your long-term growth. That means thinking beyond acquisition and focusing on retention. Welcome series, updates, behind-the-scenes peeks—these are what turn a monthly donor into a long-term partner.
And remember the Hull House story?
Don’t wait until things feel urgent.
Start now, so you don’t have to play catch-up later.
Monthly giving is your safeguard.
It’s your launchpad.
It’s your legacy builder.
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