For many nonprofits, especially smaller organizations and faith-based groups, fundraising can feel like an endless cycle of chasing one-time gifts. You hold events, send appeals, get a few donations… and then start again. This is why recurring donations are important.
But what if there were a way to reduce that constant scramble? What if you could build steady, predictable income that supports your mission year-round?
That’s where recurring donations come in.
Monthly giving isn’t just a buzzword. It’s a proven, powerful strategy that helps charities increase donor loyalty, boost revenue, and improve long-term sustainability. And best of all, it’s easier to implement than you might think.
Why Monthly Giving Matters More Than Ever
One-time donations are helpful, but recurring donations are transformational.
When donors commit to giving every month, they become more than supporters. They become partners in your mission. And they tend to stick around longer and give more over time.
Here’s what recurring giving can do for your organization:
- Donor retention: Monthly donors stay longer, with retention rates often 2–3 times higher than one-time donors.
- Revenue stability: Regular donations create predictable income to help you plan confidently.
- Higher lifetime value: Even small monthly gifts add up, leading to 3–5x more value over time than one-time gifts.
- Fundraising efficiency: With fewer one-time appeals to send, your team saves time and money.
Let’s examine what real organizations are doing and how it’s paying off.
You Don’t Need a Huge Team to Build a Powerful Monthly Program
Some of the world’s most well-known nonprofits have laid the groundwork, and smaller organizations can follow in their footsteps. With the right tools, these smart donor conversion tactics are within your reach
Here are five real-world examples you can learn from—and how you can apply the same strategies using GiveCentral.
1. Save the Children (Global)
Strategy: Save the Children improved donor onboarding by encouraging one-time donors to become monthly donors through email and phone outreach.
Key Tactic: They made a personalized thank-you call within 48 hours of receiving a one-time gift, followed by an automated email campaign prompting donors to upgrade to monthly giving.
Results:
- 27% of one-time donors converted to recurring gifts within 90 days
- Average donor lifetime value increased by 4.6x
- Monthly donor retention exceeded 80% after 12 months
2. American Red Cross
Strategy: The American Red Cross sent follow-up emails to one-time donors who gave during disaster relief campaigns, inviting them to become monthly sustainers.
Key Tactic: They tapped into the emotional impact of the donor’s initial gift to emphasize the ongoing need for support.
Results:
- 12% of one-time donors converted to recurring giving
- Recurring donors gave 5x more annually than one-time donors
- Cost-per-dollar-raised decreased by over 3
3. Charity: Water
Strategy: Charity: Water launched “The Spring,” a branded monthly giving community designed to promote recurring donations.
Key Tactic: They used strong branding and compelling storytelling to highlight the long-term impact of consistent support.
Results:
- Monthly donors gave 3–4x more per year than one-time givers
- First-year retention among recurring donors exceeded 90%
- Recurring donations grew to make up 30% of total revenue
4. Catholic Relief Services
Strategy: Catholic Relief Services ran targeted campaigns aimed at converting holiday donors into consistent, year-round, monthly supporters.
Key Tactic: Their messaging focused on how monthly gifts help sustain ongoing work between emergency appeals.
Results:
- 17% of seasonal donors converted to recurring
- Average donor value increased by 2.5x
- Provided more predictable and stable program funding
5. St. Jude Children’s Research Hospital
Strategy: St. Jude updated their donation forms to default to a recurring gift option and emphasized gratitude through focused thank-you messaging.
Key Tactic: They combined a pre-selected monthly donation option with powerful visual storytelling to encourage long-term support.
Results:
- 40% of digital donors chose recurring when it was set as the default
- Recurring donor retention exceeded 80%, compared to around 30% for one-time donors
- Donations remained steady even during economic downturns
What This Means for Your Organization
You don’t need a national presence or a massive staff to launch a recurring giving program. You just need a clear message, a thoughtful donor experience, and a platform that supports you every step of the way.
Here’s what works:
1. Make monthly giving the default
Pre-select the monthly option on your donation form. Don’t hide it—feature it clearly. Platforms like GiveCentral make this easy to do.
2. Follow up quickly and personally
Send a thank-you email or call within 48 hours. Then, follow up with a warm invite to become a monthly donor.
3. Tell donors why recurring matters
Show the long-term impact of sustained giving. For example: “A monthly gift of $10 helps keep our community kitchen running all year.”
4. Offer easy options to upgrade
Include upgrade prompts in your emails, on your website, and during special campaigns. Make it simple to say yes.
5. Celebrate recurring donors
Feature them in newsletters. Send them updates. Let them feel the difference they make—not just in one moment, but every month.
Why GiveCentral Makes It Easier
At GiveCentral, we understand how important recurring donations are, especially for organizations with limited resources. That’s why we built a platform that helps you:
- Set up recurring options with ease
- Automate your follow-ups and upgrade requests
- Customize donation forms with pre-set monthly giving
- Track donor behavior with powerful insights
- Reach supporters through email, text, mobile, and more
You don’t need to do more. You just need to do smarter, and GiveCentral gives you the tools to make it happen.
Small Gifts, Big Impact, Month After Month
Recurring donors aren’t just helpful, they are an integral part of a nonprofit’s sustainability. They give you the consistency, reliability, and trust you need to grow your mission and serve more people.
And the best part? They’re already in your database.
Let GiveCentral help you turn today’s supporters into tomorrow’s sustaining donors, with smart, simple tools that do the heavy lifting for you.
Ready to grow your recurring revenue?
Let’s get started. Allow us the privilege to walk you through these user-friendly tools that will help you change your nonprofit game
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Last modified: May 22, 2025
