The Secret to Steady, Sustainable Fundraising: A Quick Guide to Monthly Giving

by Katherine Lacefield

Ever notice how many nonprofits miss out on the magic of monthly giving? It’s a missed opportunity that’s costing them big time, and not just in dollars, but in building a loyal community of supporters who truly care. So, let’s dive into how you can set up, grow, and nurture a thriving monthly donor program.

The following will cover the three main aspects of a strong monthly giving program: creating your program, getting monthly donors, and stewardship.

Setting Up Your Campaign: From Checkbox to Community

First things first, your monthly giving program isn’t just a checkbox on your website. It’s a community-building, relationship-deepening, revenue-boosting opportunity. The secret? Know your donors, give your program its own personality, and create a dedicated, inspiring landing page.

Know Your Donors: Before launching anything, chat with your supporters or send out quick surveys. Find out who they are, why they support you, and what motivates their giving. For example, Natalia at Colombianimals knew her supporters loved the camaraderie and community spirit she built through her volunteerism program, so they named their monthly program the “Cut the Nuts club,” fitting their fun, out-there vibe.

Give Your Program a Name & Personality: A catchy, memorable name that reflects your supporters’ personality will make them want to join. Whether it’s “Cut the Nuts Club” or “Best Friends of Animals Need Me,” the aim is to create a sense of belonging and fun.

Create a Standalone, Inspiring Page: When someone clicks to give monthly, don’t send them to a boring donation form. Instead, direct them to a dedicated page that echoes your campaign’s messaging, highlights impact, and makes giving easy and compelling—like “Join the Best Friends” page for Animals Need Me.

Read this article for a more detailed explanation and more examples.

Acquiring New Monthly Donors: Grow Your Guest List

Think of your monthly giving program as a party. You want inviting, personalized interactions, not just a generic Facebook post or email blast. That means:

Segment Your Audience: Some supporters are more likely to become monthly donors: long-term, loyal supporters or those who give regularly. Target them with personalized invites that echo their support style and capacity.

Personalize Your Invitations: Would you respond better to a basic, “Join us!” email or a handwritten note from a friend? Tailor your ask. Mention their past support, shared values, or stories that connect you.

Build Community Through Storytelling: Show potential donors who are already on board. Share stories from current monthly donors. This social proof can inspire others to follow suit while also stewarding existing donors (more about that later!)

Stay Top of Mind: Remind supporters frequently through emails, social media, website banners, and even in-person conversations. Consistency is key.

Leverage Automation: Automate friendly nudges, like a “have you considered being a monthly donor?” prompt after a donation exceeding a certain amount or during your donor welcome series. But remember, a personal ask always packs the most punch.

Read this article to learn more about growing your monthly donor list.

Stewarding Donors: Turning Supporters into Super Fans

Getting donors to sign up is just the start. The real magic happens when you nurture those relationships. Here’s how to turn your monthly donors into lifelong champions:

Show Impact with Stories: Send personalized, impact-focused emails on the day they give. Share a recent rescue or a success story that their support made happen. Hint, some donor management platforms like Donorbox allow you to send an automatic email on the day of their monthly gift, why not leverage that?

Acknowledge Big & Small Wins: Celebrate milestones: 10 months of giving, an increased gift, or special achievements. Recognizing these moments fosters loyalty. However, sending a quick thank you “just because” can also have a huge impact.

Say Thanks in Ways That Matter: Beyond automatic receipts, send handwritten notes, make phone calls, or invite them to special events. Personal touches go a long way.

Build Personal Connections: Invite top donors to virtual or in-person gatherings: share your vision, ask their opinions, and thank them personally. Take that relationship from transactional to transformational.

Engage & Involve: Ask them for feedback, stories, or even to participate in events as volunteers. Show them they’re part of something bigger.

Read this article for a great stewardship case study that is sure to inspire you!

The Bottom Line

If you’re not yet invested in monthly giving, you’re leaving money and supporters on the table. It costs less to keep existing donors than to find new ones, and monthly donors tend to give more and stick around longer. Plus, with a little strategy, personalization, and genuine relationship-building, you’ll turn supporters into advocates.

Remember: Your existing donors are your biggest asset. Treat them well, keep them inspired, and watch your sustainable revenue—and community—grow.

Feeling inspired and want to start building your monthly giving program? Book a Power Session with me to get your monthly giving party started. 

Photo credit: The photo in the banner is from one of Colombianimals' voluntourism campaigns I participated in in Cartagena, Colombia. It was taken by the founder, Natalia Hanson.