Monthly Giving: How to Build Ongoing Donor Relationships
Monthly giving isn’t just a button on your donation page — it’s a mindset shift. And for many nonprofits, it’s the most powerful way to build sustainable revenue and deepen donor engagement over time.
In this edition of our 10 Things series, Katherine Lacefield, founder of Just Be Cause Consulting, joined us to demystify what it takes to build a successful monthly giving program. With over two decades of experience helping nonprofits grow sustainable funding, Katherine brought both practical strategies and an inspiring perspective to the table.
If your recurring gift strategy is currently an afterthought — or simply a checkbox on your donation form — this conversation will help you transform it into a core part of your fundraising strategy.
Top Takeaways
1. Monthly giving is a program, not a payment option
Katherine started by challenging a common misconception: monthly giving isn’t just a feature on your website—it’s a full strategy. A monthly giving program involves dedicated messaging, systems, stewardship, and reporting.
“We can’t just toggle ‘monthly gift’ on our donation forms and hope for the best. This is a relationship—and relationships need intentionality.”
2. It's easier (and more effective) to ask for a $10/month gift than $120 once
When you offer donors a smaller monthly amount, it’s easier to say yes—without reducing the lifetime value of that donor. Plus, monthly givers tend to stick around longer and engage more deeply.
3. Monthly donors give more, stay longer, and are more loyal
The retention rate of monthly donors is significantly higher than that of one-time donors. While most one-time donors don’t return, monthly donors stay an average of 5–7 years when engaged well.
4. Your monthly giving brand needs its own identity
Katherine recommends naming your monthly giving program and treating it like its own campaign. Think about how you can align it with your mission—creatively and emotionally.
“You don’t have to reinvent the wheel. Give your program a name, brand it, and wrap it in storytelling.”
5. Make it emotional and tangible
Tell real stories. Help donors visualize the monthly impact of their gift. Can $15/month provide warm meals? Can $30/month sponsor one young person’s access to a creative program? Tie the impact to real outcomes.
6. Build a donor journey that’s human
Monthly donors are more than transactions—they’re your most loyal supporters. Set up a welcome sequence, regular updates, and milestone touches (like 6-month or 1-year anniversaries).
7. Make it easy to sign up—and even easier to stay
Use mobile-optimized, low-friction donation forms. Make updates easy. And if someone’s credit card fails, reach out personally to re-engage them.
8. Don’t forget about stewardship
Your monthly donors shouldn’t feel forgotten once their credit card starts running. A good program includes regular check-ins, personalized thank-you notes, exclusive content, or sneak peeks.
“Your monthly donors should feel like insiders. Make them feel part of something bigger than themselves.”
9. Data matters, but don’t get stuck in perfectionism
Yes, track the metrics. But don’t let perfect systems hold you back from launching. You can start small, track retention, upgrade rate, and average monthly gift, then build from there.
10. Start where you are, and grow with intention
Katherine’s biggest advice? Don’t wait for the “perfect time” to launch your program. Instead, start small with a few loyal donors and build momentum.
“Monthly giving doesn’t have to be complex to be effective. You just have to start.”
Your Questions, Answered.
Q: Should I use a third-party platform to manage monthly gifts or build my own?
Katherine: “Start with what’s accessible. Most modern donation platforms offer recurring giving options. Don’t let tech be a barrier. Just ensure it’s user-friendly for donors and provides clear reporting for you.”
Q: How do I encourage existing donors to switch to monthly?
“Make a specific ask. Send a dedicated campaign or add a call to action in your newsletter. Thank them for their past gifts and explain why a recurring donation is even more powerful.”
Q: What if our organization only has a few donors—should we still launch a monthly program?
“This is the perfect time. Monthly donors become your champions. Even 5 recurring donors can become your foundation.”
Q: How often should we communicate with monthly donors?
“More than you think. Once a month at a minimum, with short, meaningful updates. Send a heartfelt story, share an outcome, or invite them into something special.”
Q: Should we give monthly donors perks or swag?
“Swag can be fun, but focus on emotional connection first. Perks are optional. Your storytelling, access, and appreciation are more powerful than a sticker.”
Quotes
“Monthly giving is not about the money. It’s about consistency, loyalty, and trust.”
“Donors don’t want to be thanked once and forgotten. They want to be part of the journey.”
“Start simple. Launch with five donors. Grow from there.”
What’s next?
Monthly giving is one of the most effective and accessible tools for nonprofits of any size—and yet, it’s often overlooked or underutilized.
By approaching it as a program, not just a checkbox, you can build a recurring revenue stream that fuels your mission and strengthens donor relationships over the long term.
As Katherine reminded us, “You already have the people who care. Now, you just need to give them the opportunity to show up month after month.”
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