Checklist for Recurring Giving Program Success

Recurring giving programs are a game-changer for nonprofits, providing consistent monthly donations that boost long-term planning and donor retention. Recurring donors give 42% more annually and are 9x more valuable over their lifetime compared to one-time donors. Plus, 80% stay active after one year, and 95% after five years.

To build a successful program, focus on these key areas:

• Identify ideal donors: Repeat donors, small-gift contributors, and new donors (within 90 days of their first gift) are prime candidates.
• Set clear goals: Track metrics like Monthly Recurring Revenue (MRR), retention rates, and donor lifetime value.
• Streamline technology: Use platforms with automated billing, credit card update tools, and donor self-service portals.
• Create a strong identity: Brand your program as a community, with clear impact stories tied to donation amounts.
• Engage donors consistently: Thank them often, share updates, and offer perks like exclusive content or branded items.
• Monitor performance: Track churn rates, failed payments, and upgrade opportunities to refine your approach.

Recurring donations not only ensure steady revenue but also deepen donor relationships. Programs like the Tim Tebow Foundation’s have achieved 90% retention rates by combining automated tools with personal touches. Start small, test your approach, and scale up for long-term success.

How to Launch a Monthly Giving Program That Actually Works (Nonprofit Strategy)

sbb-itb-deea482

Planning Your Recurring Giving Program

Effective planning can turn donor interest into a steady and dependable revenue stream.

Find Your Best Recurring Donor Candidates

Start by analyzing your current donor base. Repeat donors - those who have given three or more times in a year - are excellent prospects. They've already shown commitment, even if they haven’t signed up for monthly giving. Similarly, small-gift donors, those contributing under $100, are often open to switching to a monthly plan when presented as an affordable option.

Don’t forget about new donors either. Nearly one-third of first-time donors who transition to recurring giving do so within their first 90 days. This makes the first three months after their initial gift a crucial period for outreach. Use RFM analysis (Recency, Frequency, and Monetary value) to identify donors who give often, recently, and in smaller amounts. Additionally, focus on active participants like volunteers, event attendees, and peer-to-peer fundraisers. In fact, 91% of event attendees are more likely to engage further with your organization after a positive experience.

Payment methods also play a role. Donors who already use credit cards or digital wallets for one-time gifts are more likely to embrace automated recurring payments. For example, when Alight launched a face-to-face canvassing campaign in 2024 and emphasized digital payment options, they gained 660 new recurring donors and raised $53,000, achieving their goals two months ahead of schedule.

Define Your Goals and Success Metrics

Start by reviewing your current Monthly Recurring Revenue (MRR), average gift size, and the number of monthly donors. Use this data to set clear goals for acquisition, revenue growth, and donor retention.

It’s helpful to establish both realistic goals for steady progress and ambitious "stretch" goals to challenge your team. For example, the Tunnel to Towers Foundation introduced a standardized $11/month donation ask, which now accounts for nearly 75% of their total online revenue.

Retention is another key metric to monitor. Recurring donors tend to stay loyal, with over 80% continuing after one year and 95% remaining after five years. Keep an eye on your churn rate and set a maximum acceptable threshold. Additionally, track the Gift Upgrade Rate, which measures how many donors increase their monthly contributions over time. Don’t overlook the fact that 25% of recurring donors make at least one extra one-time gift within the same year. Use quarterly reviews to assess your processes and identify any barriers in your sign-up flow.

Once you’ve set your goals, align them with donor preferences to ensure greater success.

Ask Donors What They Want

Instead of guessing, directly ask your donors about their preferences. Surveys are a great tool to gauge interest in monthly giving and to determine an appropriate donation amount. Use your CRM data to identify donors who give small amounts multiple times a year, then reach out with tailored questions about their giving habits.

Go beyond surveys by engaging donors personally. Phone calls or handwritten notes can help you understand what motivates their support. Collect testimonials from current recurring donors to learn why they chose monthly giving and what aspects of your mission resonate most with them.

When gathering feedback, include clear examples of donor impact, such as "$10 feeds a family", to make their potential contributions feel tangible. Also, don’t overlook payment preferences. 20% of donors have reconsidered donating because their preferred payment method wasn’t available. Ask about this directly to ensure your options meet their needs. Tailor your outreach based on previous interactions - volunteers and event attendees may have different motivations, so keep your questions relevant to their experiences.

Setting Up the Technical Components

Once you've identified potential donors and defined your goals, it's time to build the technical framework that ensures recurring giving runs smoothly for both your team and your supporters. A solid infrastructure is key to making this process seamless.

Select Your Fundraising Platform

Your fundraising platform should handle billing and subscription management automatically. Choose one that processes transactions at your preferred intervals - whether monthly, quarterly, or annually - without requiring manual intervention. This ensures consistent revenue flow. For instance, 15% of recurring credit card payments fail, and 30% to 40% of credit cards are reissued annually due to expiration, loss, or security issues. To address this, look for features like payment recovery tools. Options such as "Smart Retries", which use AI to retry failed payments at optimal times, and automated credit card updaters, which refresh expired card details in real time, can make a big difference. Nonprofits using specialized billing tools often see collection rates as high as 98%, compared to the typical 70% to 90%.

A donor self-service portal is another essential feature. This allows donors to update their payment methods, modify donation amounts, pause contributions, or download tax receipts independently. Integration with your CRM and accounting tools - like Salesforce or Bloomerang - is also critical. This eliminates manual data entry and helps track metrics like donor lifetime value. Finally, offer a range of payment options, including credit cards, debit cards, ACH transfers (which often come with lower fees), and digital wallets like Apple Pay or Google Pay.

Once your platform is in place, the next task is creating a donation page that converts visitors into recurring donors.

Design Your Donation Page

Set "monthly" as the default donation option on your page to encourage recurring gifts. While 23% of online donors choose monthly giving, this number increases when recurring donations are pre-selected. Keep your form simple and streamlined - ask only for essential details like name, email, and payment information to avoid losing potential donors due to a lengthy process. Prioritize mobile-friendly design by using large buttons and ample white space.

Include 3–5 preset donation amounts and connect each to a specific outcome. For example, instead of "$25/month", describe it as "$25/month provides textbooks for a class." If your average one-time donation is $50, suggest monthly tiers such as $10, $15, and $25. Always include a custom amount option for donors who want flexibility. Build trust by prominently displaying your organization's logo, branding, and mission statement. Add credibility with testimonials from current recurring donors or by showcasing the number of active contributors. Be upfront about cancellation policies - clearly state that donors can adjust or cancel their contributions anytime, which helps reduce hesitation.

"Recurring giving works best when your nonprofit can effortlessly charge or withdraw a monthly automatic donation... that means you need a payment processing system that works its magic so you don't have to." - Funraise

Protect Donor Data

A secure donation experience is non-negotiable. Use a PCI-certified payment processor to ensure that credit card and bank account data is handled securely. Instead of storing sensitive information on your internal servers, rely on your payment processor to manage data storage. This shifts the responsibility for security and compliance to the provider and simplifies adherence to tax and financial regulations.

Set up automated data syncing between your donation platform and CRM. This reduces manual data handling, lowering the risk of errors. Configure your system to send instant, automated tax receipts after sign-up and for each subsequent donation. Enable notifications to alert both your team and donors immediately if a payment fails, allowing for quick follow-up. Regular security audits can help ensure your system remains secure over time. A professional, secure donation process not only protects donor information but also builds trust, increasing the likelihood of long-term commitment.

Launching and Marketing Your Program

With your technical setup ready to go, it’s time to roll out your recurring giving program. A successful launch requires thoughtful branding, strategic promotion, and a bit of testing to ensure everything runs smoothly.

Create a Name and Brand Identity

Your recurring giving program should feel like a distinct part of your nonprofit - a sub-brand that inspires a sense of belonging. Start by crafting a unique name, designing visual elements, and creating messaging that emphasizes community. The goal is to move beyond the idea of "monthly giving" and frame it as joining a group or movement.

Here’s a simple test: say, "I am a member of [Program Name]." Does it feel inspiring? If not, tweak it until it does.

Dana Snyder, CEO of Positive Equation, explains: "A monthly giving program is a product of your organization. Giving a name also provides some credibility. It's not just a transactional feeling."

Choose words that align with your mission and evoke ideas like growth, connection, or action. To further build excitement, design visual badges or icons that members can share on social media or add to their email signatures. This helps them show off their "insider" status.

Create a dedicated landing page or microsite for your program. Use impact blocks to show donors exactly what their contributions achieve, like "$25/month provides meals for 10 families." Keep suggested monthly donation amounts lower than one-time options to make the commitment feel manageable. This subtle approach can help increase participation.

Promote Across Multiple Channels

Once your program has a clear identity, it’s time to spread the word. Use every channel your supporters frequent. For example, the Tunnel to Towers Foundation built its entire marketing strategy around a single call to action: "Become a recurring donor for just $11 a month." This focused approach paid off - by 2023, nearly 75% of their total online revenue came from recurring donations.

Larry Olson, Senior Vice President of Marketing and Communications at Tunnel to Towers Foundation, noted, "It may sound obvious, but many donors would make recurring donations if you just ask."

To maximize reach, use email campaigns to send personalized appeals throughout the year. Share behind-the-scenes updates and compelling stories on social media to show the impact of your donor community. Retarget visitors who didn’t complete their donation with ads, and if eligible, take advantage of free search advertising through Google Ad Grants. Don’t forget about direct mail - it’s still an effective way to position recurring giving as a simple way to provide steady support.

Make sure your donation forms are mobile-friendly and compatible with digital wallets like Apple Pay, Google Pay, PayPal, and Venmo. These options are particularly appealing to younger donors. Set "monthly" as the default giving option on your forms. Research shows that nearly one-third of first-time donors who become recurring donors make that commitment within the first 90 days of their initial gift.

Once your promotional plan is set, start with a test launch to fine-tune the details.

Run a Test Launch First

Before going all-in, it’s smart to test your program with a smaller group. A soft launch targeting your most loyal supporters - board members, staff, and dedicated donors - is a great way to start. This helps you iron out any technical issues, validate your process, and even collect testimonials to use in broader marketing efforts.

During the test phase, double-check that your donation form works seamlessly across devices - desktop, tablet, and mobile. Ensure your payment processor handles transactions without a hitch and supports modern payment methods. Also, make it easy for donors to pause their contributions instead of canceling outright.

The Tim Tebow Foundation offers a great example. Between 2023 and 2024, they grew their recurring donor base from 6,700 to nearly 20,000 in just over a year, achieving a 90% retention rate. Kyle Roosen, Senior Marketing & Communications Director, used five touchpoints to keep donors engaged: a thank-you page, donation receipt, automated welcome email, physical welcome kit (including a t-shirt and card), and an impact story email.

Roosen emphasizes the importance of an emotional connection: "When a recurring donor sees the monthly TTF charge, I want their immediate feeling to be joy, gratitude, and confidence".

Gather feedback from your test group about the donation experience, suggested amounts, and program perks. Use this input to refine your approach before launching on a larger scale. A well-executed test launch not only minimizes risk but also strengthens your donor relationships for the long haul.

Keeping Donors and Improving Results

Getting donors to sign up is just the beginning. The real challenge - and opportunity - lies in keeping them engaged and refining your approach for better outcomes. Monthly donors, for example, have an average retention rate of 80%, which is almost three times higher than that of one-time donors. They also stick around longer, with an average commitment of 8.08 years compared to 1.73 years for non-recurring donors. This kind of loyalty doesn’t happen by chance - it’s built through consistent communication and thoughtful engagement.

Thank Your Donors Regularly

Saying "thank you" isn’t just polite - it’s pivotal for retaining donors. Acknowledge online donations with a quick hard-copy thank-you note. Instead of sending monthly receipts, simplify things with one comprehensive tax letter in January.

Use a variety of methods to express your gratitude. Share detailed impact stories via email, send quick photo updates through SMS, or create personalized video messages to add a personal touch. Even a short phone call can go a long way - not just to thank them but to learn more about why they support your cause. Research backs this up: over 80% of donors are more likely to give again after receiving a personalized acknowledgment. Among them, 40% prefer email, 20% appreciate handwritten notes, and another 20% value a phone call from leadership.

Celebrate milestones like donor anniversaries or birthdays with personalized notes or videos. You can also stand out by sending cards for occasions like Valentine’s Day, Earth Day, or Thanksgiving - these unexpected gestures can make a lasting impression. Always address donors by name to show you see them as individuals, not just numbers. These small acts of appreciation can have big results: 25% of recurring donors make an additional one-time gift within the same year, and 84% become active advocates, volunteering or fundraising for your cause.

Once you’ve established these practices, use what you learn to make data-driven improvements.

Monitor Your Performance Data

To improve donor retention, keeping an eye on your program’s performance is non-negotiable. Use your donation platform to track key metrics like Monthly Recurring Revenue (MRR), average recurring gift size, active donor count, and Donor Lifetime Value (LTV). Pay close attention to churn - the rate at which donors cancel or fail to make payments. For instance, monthly recurring donors are 1.4 times more likely to drop off in January, making early-year engagement critical.

Specialized reports can help you identify expiring plans or failed payments, reducing involuntary churn. Automated retry systems for failed payments have been shown to save nonprofits over $1 million per month in missed donations. Setting aside a "monthly donor retention day" to handle failed payments or upcoming card expirations - and following up personally - can also lower dropout rates.

Look at growth trends, such as the percentage of recurring donors who increase their contributions each year and the average size of those increases. Segment your donor data by type - like new supporters, event attendees, or fundraisers - to see which groups are most likely to transition into recurring donors. A/B testing different donation amounts, frequencies, and impact stories on your donation pages can reveal what resonates most with your audience. Additionally, offering self-service options where donors can pause or adjust their contributions may help prevent cancellations.

Armed with these insights, you can create tailored perks that deepen donor loyalty.

Give Donors Special Benefits

Show recurring donors how much they matter by offering them exclusive perks. These might include monthly updates, early access to events, branded items like tote bags or t-shirts, digital freebies like phone wallpapers, discounts at local businesses, or virtual experiences such as program tours or expert talks. Public recognition is another powerful tool - feature donors on a "Wall of Fame" on your website or give them shoutouts on social media to highlight their impact.

Some organizations even take it a step further with gamification. For example, you could implement a points system where donors earn rewards or direct their contributions to specific initiatives on their birthday.

These efforts strengthen the donor relationship and can have long-term benefits. Recurring donors are six times more likely to include a legacy gift in their will, making the investment in their experience a smart move.

How Share Services Can Help Your Program

Once you've laid the groundwork to strengthen donor relationships, Share Services can take your recurring giving program to the next level.

Creating or revamping a recurring giving program isn’t a quick task - it takes expertise, time, and the right tools. Share Services partners with nonprofits bringing in $1–$20M annually, offering tailored marketing and fundraising strategies to grow and sustain monthly donor programs. Their approach blends strategic planning, expert communication, and targeted advertising, all backed by proven data, to help you build a steady revenue stream.

Strategy Development and Performance Tracking

Share Services provides dedicated strategists to set clear, measurable goals for your recurring giving program. They monitor key metrics like monthly recurring revenue (MRR), donor retention rates, average gift size, and donor lifetime value. Through weekly strategy sessions and detailed reporting, you’ll gain insights to tackle challenges - such as failed payment methods - and uncover opportunities to convert one-time donors into monthly supporters.

Their Strategy Retainer starts at $3,500 per month and includes comprehensive KPI reporting, ensuring your team stays aligned and focused on what’s driving success.

Custom Donor Communication Tools

Effective donor communication can transform a one-time gift into a long-term commitment. Share Services helps nonprofits engage donors through personalized and impactful messaging. For instance, they create donation pages with "impact blocks" that link specific monthly contributions to tangible outcomes - like showing how $25 a month can provide textbooks for a year.

Additionally, they design automated stewardship sequences that include welcome emails, impact stories, and regular updates to keep donors informed and connected - without overwhelming your team. Their services also cover branding, graphic design, web design, and copywriting to establish a unique program identity, such as a branded community like "Circle of Givers", which fosters a sense of belonging and exclusivity. Monthly project budgets start at $3,000 and cover everything from donation page enhancements to email marketing campaigns.

Paid Advertising for Donor Acquisition

Bringing in new recurring donors requires reaching the right people with the right message. Share Services runs targeted paid campaigns on platforms like Meta and Google Ad Grants, focusing on converting one-time donors into monthly supporters. Nearly a third of one-time donors make the switch within 90 days, and Share Services uses this window to retarget them with simple and impactful calls to action, such as "$11 a month", paired with clear impact statements.

One regional food bank saw incredible results using this approach - the number of new monthly donors more than doubled, and monthly giving revenue more than tripled in January 2026. Paid media campaigns start at $1,500 per month and include analytics to track donor acquisition costs and overall campaign performance.

Conclusion

Creating a thriving recurring giving program takes careful planning, technical know-how, and dedication. Start by identifying your best prospects - like repeat donors, event participants, and new donors who’ve given within the past 90 days. Set measurable goals, such as monthly recurring revenue (MRR) and donor retention targets, to guide your efforts. It’s also crucial to select a platform that offers features like automated billing and credit card update tools to minimize donor churn.

Beyond the technical setup, your program needs a strong identity and consistent outreach. Build a sense of community by establishing a recognizable brand for your program. Promote it year-round through tools like dedicated landing pages, targeted email campaigns, and social proof. These efforts ensure your program stays visible and accessible. With 23% of online donors now choosing monthly giving, simplifying the donation process is more important than ever.

The real value of recurring giving lies in retention. Recurring donors tend to give more over time and remain engaged longer than one-time donors. To maintain this loyalty, send regular impact updates, offer flexible pause options, and create opportunities for long-term supporters to deepen their involvement.

The numbers speak for themselves: monthly giving now accounts for 31% of all online nonprofit revenue, with retention rates reaching as high as 90%. A standout example is the Tim Tebow Foundation, which grew its recurring donor base from 6,700 to nearly 20,000 in just one year by using automated follow-ups and retry features.

For nonprofits with annual revenue between $1 million and $20 million looking to strengthen their recurring giving programs, Share Services provides tailored solutions. From strategy development to custom communication and targeted advertising, they offer the tools you need to turn your recurring giving program into a dependable revenue source.

FAQs

What’s a realistic first-month goal for a new recurring program?

A practical goal for the first month of a new recurring giving program is to aim for a modest yet consistent group of donors - around 10 to 20. This initial support sets the stage for steady growth and helps lay the groundwork for a dependable revenue stream in the long run.

How do I reduce failed monthly payments and churn?

To reduce failed payments and keep donors engaged, automated systems are your best friend. These tools can spot problems like expired cards or insufficient funds and resolve them quickly, helping recover the majority of failed transactions and keeping your revenue steady.

On top of that, clear communication is key. Let donors know if there’s an issue with their payment and make it simple for them to update their information. Personalizing your outreach can also go a long way in maintaining their support.

Lastly, use your CRM data wisely. Identify donors who might be at risk of dropping off, and reach out proactively to address their concerns. Taking these steps can make a big difference in improving donor retention.

What should I include in a recurring donor welcome journey?

When someone commits to recurring donations, it’s essential to make them feel valued and connected from the start. Here's how you can create a meaningful welcome journey:

• Send a thank-you message quickly: Aim to deliver a heartfelt thank-you within 48 hours. This simple gesture goes a long way in building trust and showing your appreciation.
• Share impact stories: Keep donors inspired by showing them how their contributions are making a difference. Highlight real-life stories or updates that connect their generosity to tangible outcomes.
• Encourage deeper engagement: Invite donors to stay connected by following your organization on social media, attending events, or even volunteering. These opportunities foster a sense of community.
• Use personalized, automated touchpoints: Consistent communication is key. Set up automated messages that feel personal, helping to nurture and strengthen the relationship over time.

By focusing on these steps, you can create a welcoming experience that keeps donors engaged and committed to your cause.

Related Blog Posts

• 5 Essential Tips for Monthly Donor Programs
• Recurring Giving vs. One-Time Donations: Key Differences
• Ultimate Guide to Donor Analytics for Retention
• How to Optimize Donation Pages for Recurring Giving