Year-end donor retention: Turning December gifts into January commitments

Every December, nonprofits experience a surge in donations. The final month of the year accounts for about 30% of total annual giving, and many of these gifts come from new supporters making their first donation.

The challenge? Most of those new donors don’t return. Only about 18% of first-time donors give the following year, meaning nearly 82% drop off after just one gift. This is a costly loss, especially since retaining donors is far more efficient than continually acquiring new ones.

The solution? Turn one-time donors into monthly givers. Let’s find out why year-end donors are perfect candidates for monthly giving, when to ask, what to offer, and how to follow up in January to turn seasonal support into long-term impact.

Why year-end donors are your best prospects for monthly giving

Donors who give in December are some of the most engaged supporters you'll have all year. They've already acted on your message, and many are doing so for the first time. This makes them an ideal audience for monthly giving invitations.

Here’s why they’re your best prospects:

• They’ve just given: A fresh donation shows they care and are paying attention, perfect timing for a follow-up ask.
• Recency boosts response rates: Donors are far more likely to give again within the first few months after a gift, making January an ideal time to solicit recurring support.
• Many are first-time donors: About 25–40% of year-end and GivingTuesday donors are new, offering a large pool of fresh leads.
• Early follow-up increases retention: If a first-time donor makes a second gift, their chance of staying long-term jumps to 63%.
• Recurring donors give more: They donate over three times more per year than one-time donors and are much more likely to stick around.
• They’re emotionally engaged: December giving is driven by heartfelt appeals and seasonal generosity; it's momentum you can carry into the new year with a clear monthly option.

Timing your retention ask (during vs. after the campaign)

The best time to invite a year-end donor to become a monthly giver isn’t one or the other; it’s both. Timing matters, and using a two-step approach helps you reach donors when they’re most responsive.

During the campaign

Year-end donors are already in a giving mindset, so it's a smart move to include a recurring gift option in your donation form. A simple checkbox labeled “Make this a monthly gift” can work well.

Some nonprofits see a 35% boost in monthly donor sign-ups just by pre-selecting that option. At a minimum, the recurring option should be easy to find and simple to use with no extra steps.

This is especially effective with younger donors: 52% of Millennials prefer monthly giving, and about 45% of donors overall are already enrolled in recurring programs.

After the campaign

Not all donors will opt in right away. That’s why the January follow-up is critical. The first 90 days after a gift are the prime window for retention and upgrade. A well-timed email in early January, thanking the donor and showing their impact, can lead to a second gift or recurring sign-up.

About 19% of donors return within three months, and on average, those who convert to recurring do so within 214 days. You can shorten that timeline with a strong, timely ask.

In short, don’t view year-end vs. new year as an either/or for your monthly giving pitch – use both. Make it easy to choose a recurring gift during the December campaign, and plan to follow up after the holidays with those who gave one-time.

Crafting compelling upgrade offers for year-end donors

Simply asking a donor to “please become a monthly donor” may not be persuasive on its own. You need to give them a reason to act now. A compelling upgrade offer should be specific, emotional, and easy to accept.

• Start by highlighting the difference a recurring gift makes. Explain how ongoing support allows your organization to help people every month or plan further ahead. Be specific about outcomes so the donor can picture the change they create.
• Use everyday habits. People are accustomed to subscriptions, such as streaming services and monthly deliveries. Present monthly giving as a “subscription for good” that is simple and budget‑friendly. Emphasize that donors can adjust or cancel at any time.
• Consider a short‑term incentive. A match on the first month’s gift or a small welcome perk adds urgency and reward. 84% donors say they are more likely to give when a game is available, and the same psychology applies to upgrades.
• Use storytelling to inspire. Create a themed message or campaign, such as “12 Months, 12 Changes,” to highlight how monthly gifts create year-round impact. Make the donor the hero of the story.
• Finally, make joining the monthly program feel personal. Position it as joining a committed group and offer small, meaningful touches such as impact updates, welcome kits, or thank-you calls. When donors feel valued and see clear impact, they are far more likely to say yes to recurring support.

Building a January welcome series for new donors

Here’s a simple four-part January series to guide your outreach:

• Day 0–2: Prompt, personal thank-you: Send a heartfelt message within 48 hours. Include the donor’s name, gift amount, and impact (“Your $100 gift on Dec 31 helped feed a family this week”). Even better, add a personal touch, such as a call or a short thank-you video. 45% of donors say that an “outstanding” thank-you letter or note from a charity influenced them to give again
• Week 1: Share campaign results: Follow up with impact. Donors want to know what their gift accomplished. Report on campaign totals, outcomes, and share a brief story to show how their gift made a difference. 97% of donors say impact influences their decision to stay involved.
• Week 2: Welcome and mission orientation: Introduce your broader mission and share your goals for the year. Reinforce their role in your community, invite them to engage further (e.g., newsletters, social media), and help them see they’re part of something ongoing.
• Week 3–4: Monthly giving invitation: Now that you’ve built goodwill, extend a warm invitation to become a monthly donor. Refer to their December gift and link it to year-round impact. Data shows about 19% of donors re-engage within 90 days; this is the moment to ask.

Bonus: Donors who receive thoughtful, regular communication see up to a 41.5% increase in giving over time.

A quick note: Your January outreach shouldn’t feel like spam or overload. Space out these touches over the month and vary the format.

Using data to identify high-potential conversion candidates

Not every year-end donor is equally likely to become a monthly supporter. With the right data, you can identify those most primed for recurring giving.

Here are key strategies to spot high-potential conversion candidates:

• Use RFM analysis: examine Recency, Frequency, and Monetary Value. Donors who gave multiple times in 2025 or made a larger-than-average year-end gift may be more invested and better suited for a monthly upgrade.
• Check donor behavior: A donor who supported your spring campaign and gave in December is showing sustained interest. These repeat givers are top prospects for recurring giving.
• Engagement matters: Donors who volunteered, attended events, or clicked through your campaign emails are signaling a strong affinity. Volunteers are especially promising, as over 66% donate.
• Segment by demographics and channel: Gen X, baby boomers, and millennial donors are more likely to prefer monthly giving. If you know age or giving source (e.g., peer-to-peer vs. direct mail), customize follow-ups accordingly.
• Test and track: Watch which segments respond best. Compare upgrade rates by gift size, channel, or timing. Use what works to refine your future strategy.

Pro tip: Remember, the goal isn’t to exclude anyone or gatekeep; ultimately, you’ll give all your year-end donors the chance. But by using data smartly, you can focus your energy where it’s most likely to pay off.

Ready to turn year‑end generosity into steady support?

Did you know that with slow or clunky donation forms, over 67% of donors drop off before completing their gift? That’s money and future support left on the table.

BetterWorld’s donation forms are fast, mobile-friendly, and designed to drive recurring giving. You can embed them anywhere, customize them to match your brand, and highlight “monthly giving” right when donors are most engaged. No tech headaches. No platform fees.

Join BetterWorld for free and start turning one-time gifts into lasting support today.