How To Encourage Monthly Giving

Most people don’t think twice about subscriptions. Streaming services, gym memberships, even coffee deliveries—it’s normal to set up automatic payments for things we care about. So why not for giving? 

The average monthly giving amount is $52, adding up to $624 a year, compared to a one-time gift of $128. That kind of steady support helps nonprofits plan ahead, expand programs, and make a lasting difference. 

A monthly donation isn’t just another transaction. It’s a commitment to a cause. Let’s look at how to encourage more people to give monthly.

Why Monthly Giving Matters

Nonprofits put a lot of effort into fundraising, but one-time donations can be unpredictable. 

A monthly giving program provides a steady, reliable source of income that helps cover ongoing expenses, plan for the future, and expand programs without worrying about fluctuating support.

Many donors already prefer this approach:

• 45% of donors are enrolled in a monthly donation program.
• 40% of Millennials give through a recurring giving program.
• 49% of Gen X donors are part of a monthly giving program.
• 49% of Baby Boomers also participate in monthly giving.
• Boomers are most likely to set up recurring donations on a monthly, quarterly, or yearly basis.
• 52% of Millennials prefer giving monthly over making a large one-time donation. (Source)

A strong monthly donor base means nonprofits can focus more on impact and less on constant fundraising efforts. Supporters also benefit because their giving is automatic and manageable, allowing them to contribute regularly without a big financial strain.

1. Make It Easy to Sign Up

People like to keep things simple—especially when donating. If signing up for monthly giving feels like a chore, donors will likely skip it. That’s why removing extra steps and making the process as effortless as possible is key.

One trick that works is pre-selecting the monthly donation option. When this is the default on your donation page, monthly gifts can increase by up to 35%. Instead of asking donors to choose, you’re making it easy for them to stick with consistent support.

Think about online subscriptions—Netflix, Spotify, and even meal delivery services. These services all run on auto-pay, making them seamless for users. Your nonprofit can take the same approach. 

Highlight the ease of recurring giving, reassure donors that they can adjust or cancel at anytime, and show how their steady support makes an impact. When giving feels natural, more people will stick around for the long haul.

2. Show the Impact of Monthly Donations

People want to know that their donations make a difference. While a one-time gift feels good, monthly giving allows donors to see the long-term impact of their support. 

Instead of saying, “Your $20 a month helps,” show them. Give donors a behind-the-scenes look at how their support adds up over time. Create a progress tracker that shows how much their donations have contributed over six months or a year.

Better yet, make it personal. Send them updates from someone their support has helped, a short video from a student who got books because of their donation, or a thank-you note from a family they helped feed.

When people see the long-term difference they’re making, giving each month doesn’t feel like an expense—it feels like being part of something real.

3. Craft Compelling Campaigns

People do not sign up for regular giving just because they are asked. They do it because they feel connected to the cause. A campaign should capitalize on this feeling and show donors their role in making a difference.

Instead of presenting it as a financial decision, frame it as an ongoing commitment to change. 

Use a strong theme that donors can relate to. “Twelve Months, Twelve Changes” could highlight a new monthly impact and show how steady support creates lasting results.

Put donors at the center of the story. Do not just talk about what your nonprofit does. Show how their monthly donation makes it happen. When people see themselves as part of the solution, they are more likely to stay engaged in the long run.

Also, use direct and persuasive CTAs to make it easy for donors to take action. Make CTAs visible on donation pages, emails, and social media so people know exactly how to commit to recurring giving with one simple click.

Want to find out more about monthly giving? Read our guide on What Is a Recurring Donation?

4. Offer Exclusive Perks for Monthly Donors

A monthly charity donation is an ongoing partnership. If someone is willing to support your mission every month, they should feel like more than just another name in your donor database.

Instead of generic thank-you emails, think outside the box. What if monthly donors got a digital time capsule? Each month, they receive a short video or photo capturing a moment their donation helped create. 

By the end of the year, they have a collection that tells the full story of their impact.

Another idea is a rotating donor shout-out. Each month, pick a donor and send them a behind-the-scenes video from your team, thanking them personally for their recurring giving. You can also create a "mission tracker," where monthly donors get exclusive updates on specific projects and can see progress in real time.

Perks do not have to be expensive. They just need to make donors feel like they are an essential part of the work.

5. Use Subscription-Based Language

Luckily, people are used to subscriptions. They pay for streaming services, meal kits, and memberships without a second thought. 

Giving to a cause can feel just as natural when framed the right way. Instead of asking for a monthly charity donation, use language that fits into their everyday habits.

Try phrases like “Join our community of changemakers” or “Subscribe to impact” instead of “Sign up for a donation.” This will shift the focus from giving money to being part of something ongoing.

Also, highlight the ease of recurring giving the same way subscription services do. Let donors know their support is automatic, flexible, and cancelable anytime. Use simple messaging like, “Set it and forget it—your support works in the background.”

When people see monthly donations as a seamless part of their routine rather than a financial decision, they are more likely to commit long-term without hesitation.

6. Use Email and Social Media Campaigns

Reaching donors where they already spend time makes a big difference. Many people use social media daily, and email remains one of the most effective ways to keep them engaged. A well-planned campaign using both can encourage more monthly donations..

Social media is a great place to build connections. About 59% of people who engage with nonprofits on social media donate. Use this space to share impact stories, donor testimonials, and quick updates that show why recurring giving matters. 

Short videos, live Q&A sessions, and behind-the-scenes content can make supporters feel part of the mission.

Email is just as important. Nearly 48% of donors prefer to receive updates and appeals via email. Instead of just asking for support, use emails to share progress and highlight how regular giving creates long-term change. 

A well-timed reminder or a compelling story can turn a one-time donor into a monthly supporter.

7. Simplify the Cancellation Process

People are more likely to sign up for monthly giving when they know they are not locked in. A complicated cancellation process can turn donors away before they even start. 

Make it easy to adjust or stop a monthly donation to build trust and encourage more people to commit.

Be upfront about flexibility. Let donors know they can modify or cancel their support at any time, no questions asked. Include clear instructions on your website and in donation confirmation emails. 

Instead of making them call or email to cancel, offer a simple online option with just a few clicks. Transparency also helps with retention. Organizations that went from not being transparent to being transparent saw an increase of 53 percent in total contributions.

If someone cancels, consider sending a quick message thanking them for their past support and offering an easy way to restart in the future.

8. Partner with Corporate Matching Programs

Corporate matching programs can easily double or even triple a donor’s impact. 

Many companies offer to match employee donations, but many donors do not realize their monthly giving qualifies for these programs. Partnering with businesses to promote matching can raise funds without asking donors to give more.

Make it simple for donors to check if their employer participates. A searchable database on your website or a quick reminder in donation emails can encourage them to take advantage of the opportunity. Highlight how even a small monthly donation can have twice the impact when matched.

Also, build relationships with local businesses. Some may be willing to promote recurring giving to their employees, boosting awareness and participation. When donors see their contributions go further, they are more likely to commit to long-term support.

9. Analyze and Adapt Strategies

A strong monthly giving program is not something you set up once and forget. Regular attention is needed to see what is working and what is not. Tracking donor behavior, testing new approaches, and adjusting your strategy can help keep recurring giving growing.

Start by looking at the data. Which emails or social media posts lead to the most sign-ups? Are donors dropping off after a few months? If so, find out why.

A simple survey can give insight into what keeps donors engaged and what might push them away.

Try different approaches. Test new messaging, adjust the donation page layout, or experiment with different ways of telling impact stories. Small tweaks can make a big difference.

A monthly donation program should evolve as your donors' needs change. The more you learn from their behavior, the better you can refine your strategy and keep supporters engaged in the long run.

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