Five Proven Strategies to Strengthen Your Monthly Giving Program
By Louise Moore, President, Huntsinger & Jeffer, Inc.
Monthly giving is growing—and so is its impact.
In 2023, one-time donor revenue declined by 5%. In contrast, monthly giving increased by 6% and represented 31% of all digital fundraising revenue, with an average annual gift of $288 per sustainer.
As subscription models become the norm—Amazon Prime, Netflix, Spotify—monthly giving aligns naturally with the way people spend and support. For nonprofits, it delivers consistent, mission-sustaining income and supports long-term planning.
But a recurring giving program is not a “set-it-and-forget-it” strategy. It requires thoughtful planning, strong infrastructure, and active donor stewardship.
Here are five proven strategies to help you grow and maintain a healthy, high-performing sustainer program:
- Make Enrollment Simple and Seamless
Avoid complex donation forms that deter participation. Add QR codes to printed materials and a clear “Make It Monthly” option online. Allow one-click conversions from one-time to recurring gifts. Accept multiple payment types (credit cards, PayPal, ACH, ApplePay), and offer suggested monthly amounts—starting around $19—to reduce friction. - Offer Flexible Giving Options
Monthly giving isn’t the right fit for every donor. Consider offering bi-monthly, quarterly, or annual recurring options to accommodate a wider range of financial preferences. Ensure your platform supports multiple giving frequencies and payment types. Remember: 1 in 5 donors will abandon a gift if their preferred payment method isn’t available. - Proactively Manage Payment Decline
Establish a clear internal process for handling failed transactions and expiring credit cards. Use tools like Raiser’s Edge Credit Card Updater or similar services to automate updates and reduce attrition. Assign staff responsibility to track and follow up on declines—don’t assume it’s being handled. - Engage and Steward Sustainers Intentionally
Sustainers are your most loyal donors—treat them that way. Regularly share updates on the impact of their ongoing support. Go beyond generic acknowledgments. Send occasional handwritten notes, personalized thank-you gifts, or exclusive updates that show how their monthly gifts are making a difference. - Leverage Your Data to Optimize and Grow
Use your CRM to identify opportunities. Look for donors who give multiple times per year but aren’t enrolled in recurring giving—invite them to join. Monitor key performance indicators like total sustainers, average monthly gift, and cumulative annual giving. Set realistic goals based on trends to drive smart, strategic growth.
Recurring donors do more than sustain your organization—they fuel its future. By focusing on simplicity, flexibility, stewardship, and data, you can build a monthly giving program that delivers long-term, reliable support for your mission.
