Want to build an effective fundraising campaign? Our team is here to give you more details and guides on how to grow your fundraiser.

Book a demo →

When is the best time to launch a monthly giving program?

By Team BetterWorld on March 18, 2026

Spring often becomes the most strategic time to launch a monthly giving program. Nonprofits often see their biggest spike in donations during the year-end holidays. December campaigns bring in a large volume of gifts, but those donors don't always remain engaged over the long term.

The data show a clear difference in retention depending on when donors are acquired. In one nonprofit campaign analysis, donors who joined in March had a 48% retention rate, compared with 22% for donors acquired in December.

Fundraising experts say this happens because year-end giving is often driven by holiday emotion or tax deadlines. Spring donors, however, tend to be more mission-focused and more likely to stay connected to the cause.

Seasonal giving patterns and monthly giving stats

Donor behavior changes throughout the year, and these trends shape when fundraising campaigns perform best. Data shows clear peaks in giving and growing interest in recurring donations.

Year-end drives the largest share of donations. Around 35% of all charitable giving occurs in November and December, making it the biggest fundraising season.
Spring is the second-largest giving period. Data shows that 23% of annual donations occur between April and June.
Monthly donors stay far longer. Reports show an 83% retention rate for recurring donors, compared with 45% for one-time donors.
Monthly giving is still growing. M+R data shows recurring donation revenue increased by 5% in 2024, while one-time giving remained flat.
Recurring gifts now make up a large share of fundraising. 57% of donors have recurring gifts, and 31% of online fundraising revenue comes from monthly donations.
Monthly donors provide long-term stability. Recurring supporters often give for 5–8+ years.

Why spring is ideal for monthly giving

Spring aligns with several donor behaviors, making it a strong time to introduce a monthly giving program.

1. Fresh mindset in spring

Spring is often linked with new beginnings. People clean, reorganize, and set new goals for the months ahead. This mindset makes the idea of starting a small monthly donation feel natural.

At BetterWorld, we know that spring is “all about new beginnings”, making it a strong time to encourage recurring giving. Seasonal campaign ideas such as “Spring into Giving” or “Plant a Gift Every Month” can also make the message timely and easier for donors to connect with.

2. Budgets reset after winter

Many donors feel financially stretched in January and February after holiday spending and year-end fundraising appeals. By spring, most households have recovered and feel more comfortable making financial commitments.

BetterWorld also notes that many Americans receive tax refunds in the spring. This extra cash can make it easier for donors to commit to a monthly gift.

3. Seasonal campaigns capture attention

Spring offers nonprofits several natural campaign opportunities. Events such as Earth Day, Giving Days, and Mother’s Day create timely hooks for fundraising messages. During this season, donors often feel more open to positive actions and new ideas.

A spring-themed campaign can frame monthly giving as a timely way to support a cause.

4. Peak monthly giving in May

Data also supports the spring effect. Research cited by the Petrus Development podcast shows that May consistently records the highest number of monthly giving sign-ups.

While the exact reason is unclear, the trend suggests that spring is when many donors feel ready to commit to ongoing support.

How to start your spring monthly giving program

Here’s how your nonprofit can build a successful monthly giving program in spring.

Action Area	What Nonprofits Should Do
Plan the program	Assign a coordinator and set clear goals for the number of monthly donors and revenue you want to reach during the spring launch.
Set up online giving	Add a monthly option to your donation form and create a dedicated monthly giving page. Make sure it is mobile-friendly and linked across your website and emails.
Connect systems	Integrate recurring gifts with your donor database and payment processor. Test payments, receipts, and tools that update expired cards automatically.
Create campaign materials	Prepare the landing page, emails, social posts, and website banners that explain why monthly giving matters and how small gifts create long-term impact.
Invite existing supporters	Reach out to recent donors, volunteers, and year-end supporters first. Encourage them to switch to a simple monthly amount such as $5–$10.
Launch the campaign	Announce the program through email, social media, and your website. Tie messaging to spring moments such as Earth Day or seasonal giving campaigns.
Test and improve	Check the signup process before launch and monitor early sign-ups. Fix issues with forms, payments, or messaging quickly.
Welcome and retain donors	Send an automated welcome email series and thank new monthly donors immediately. Continue sharing updates that show the impact of their ongoing support.

Let us help you raise more! Use BetterWorld’s free, easy fundraising tools!

Video Integration — boost the buzz around your online fundraising campaign
Time-saving – thoughtful automations save dozens of hours over your campaign
One-Click Checkout — our system will automatically charge the lucky winner
Text Message Notifications — keep your bidders engaged with text message notifications

Start Your Fundraising Now!

Ready to grow your monthly giving? (connect with BetterWorld)

Launching a monthly giving program takes planning, but you don’t have to do it alone. BetterWorld’s donation platform and tools make it easier to set up recurring gifts, manage donors, and track your goals.

BetterWorld donation forms can boost your conversion by up to 30%.

Connect with BetterWorld today to see how our zero-cost donation tools and expertise can help you launch a successful spring monthly giving campaign. Let us help you turn spring’s giving season into a year-round stream of support for your mission.

FAQs

Q: Why is spring better than other seasons to launch a monthly giving program?

A: Spring is a naturally high-giving season, second only to year-end. Donors feel refreshed after the holidays, often have tax refunds, and are open to new routines. Starting in spring means less competition from holiday appeals and a timely message (“spring into giving”). Research even shows May sees the most new monthly donors each year.

Q: What are the key benefits of monthly giving?

A: Monthly donors give steadily throughout the year, smoothing out seasonal drops. They tend to be more loyal: Blackbaud reports 82% retention for monthly donors vs 44% for one-time donors. Over time, each monthly donor also gives much more on average than someone who only gives once.

Q: How do we encourage one-time donors to give monthly?

A: Start by making the option very visible: add a monthly checkbox on donation forms, mention it in thank-you messages, and set modest default amounts (e.g., $5 or $10/month). Personal invitations help too: email recent donors or volunteers in spring and invite them by name to join the monthly program.

Q: How much should we ask for in monthly gifts?

A: Start small. Many donors are comfortable with $5–$10/month. BetterWorld advises offering a range of low default amounts so donors can choose what fits their budget. Later, you can ask them to upgrade, but first make it easy to say yes. Highlight how even a small monthly gift (e.g., $10/mo) adds up: “Just $10 a month provides [impact] all year.”

Q: Is it ever a “bad” time to start a monthly program?

A: Generally, no. You can technically launch anytime if you’re ready. One expert says “there is really no bad time” but cautions not to launch in the middle of year-end chaos. If your team is busy in December, wait until post-holiday. The key is planning ahead so you’re prepared when launch day comes.