Top 10 Tips for Convincing Donors to Commit Monthly

Monthly Giving, Featured Intermediate, Intermediate

By Jeremy Reis

Acquiring a new donor is a great achievement, but getting them to give every month? That’s even better. Monthly donors are critical for a well-rounded fundraising program. They provide a steady stream of support that helps you plan and budget better.

But how do you convince someone to commit to giving every month? It’s not always easy, but it’s definitely worth the effort. Monthly donors tend to give more over time and stick with your cause longer than one-time givers.

In this article, we’ll share 10 practical tips to help you turn more of your supporters into monthly donors. These aren’t complicated marketing tricks. They’re simple, straightforward ideas that any nonprofit can use, no matter its size or cause.

Table of Contents

Tip 1: Clearly Communicate the Impact

When asking for monthly donations, it’s crucial to show donors exactly what their money can do. People want to know their support makes a real difference.

Here’s how to do it:

  1. Be specific: Instead of saying “Your donation helps children,” say something like “Your $20 monthly gift provides school supplies for one child for a whole year.”
  2. Use visuals: Create simple graphics that show what different monthly amounts can achieve. For example, a chart showing “$10 = 5 meals, $20 = 10 meals,” and so on.
  3. Share stories: Tell real stories about people who’ve been helped by your ongoing programs. This helps donors picture the impact they could have month after month.
  4. Break it down: If you have big goals, show how monthly gifts contribute to them. For instance, “With 100 people giving $30 a month, we can keep our food bank open year-round.”
  5. Update regularly: Keep donors informed about the ongoing impact of monthly gifts. This reinforces the value of their commitment.

Remember, the clearer you are about the impact, the easier it is for donors to see why monthly giving matters. Don’t assume they’ll figure it out on their own – spell it out for them in simple, concrete terms.

Tip 2: Make It Easy to Sign Up

If signing up for monthly donations is a hassle, people might give up before they even start. Your job is to make it super easy for them. Here’s how:

  1. Simplify your form: Only ask for essential information. The longer the form, the more likely people are to abandon it.
  2. Offer multiple payment options: Let donors use credit cards, PayPal, bank transfers, or whatever’s popular in your area. The more choices, the better.
  3. Make it mobile-friendly: Lots of people browse on their phones. Make sure your donation page works well on small screens.
  4. Use clear buttons: Have a big, obvious button that says something like “Become a Monthly Donor” on your website.
  5. Offer one-click upgrades: For one-time donors, add an easy option to switch to monthly giving when they’re checking out.
  6. Provide help: Include a phone number or chat option for people who get stuck or have questions.
  7. Test it yourself: Go through the sign-up process yourself to spot any confusing parts.

Remember, every extra step or moment of confusion is a chance for someone to change their mind. The easier you make it, the more likely people are to follow through and become monthly donors.

Tip 3: Provide Flexible Donation Amounts

Not everyone can give the same amount each month. By offering choices, you make monthly giving possible for more people. Here’s how to do it:

  1. Suggest a range: Offer a few different amounts. For example, “$10, $25, $50 per month.” This gives people a starting point.
  2. Explain each level: Show what each amount can do. Like “$10 feeds a child for a week, $25 for a month.”
  3. Include a custom option: Always have a blank space where people can enter their own amount. Some might want to give more, others less.
  4. Start low: Include a lower amount option. Even $5 a month adds up over time and gets people in the habit of giving.
  5. Don’t set the bar too high: If your lowest suggested amount is too high, it might scare people away. Know your audience.
  6. Show the yearly impact: Next to the monthly amount, show what it adds up to in a year. “$10 monthly = $120 yearly impact!”
  7. Allow easy changes: Let donors know they can change their amount anytime. This makes the commitment feel less scary.

Remember, the goal is to make monthly giving feel doable for everyone. By offering flexibility, you’re saying, “Every bit helps, and we appreciate whatever you can give.” This approach can help you attract more monthly donors at all giving levels.

Tip 4: Highlight the Convenience Factor

One of the best selling points for monthly giving is how easy it is for the donor. Make sure you really emphasize this convenience. Here’s how:

  1. Stress the “set it and forget it” aspect: Let donors know that once they sign up, everything is automatic. They don’t have to remember to donate each month.
  2. Explain automatic payments: Show how their donation will be automatically charged to their card or taken from their bank account each month. No extra work for them!
  3. Mention tax benefits: Remind them that they’ll get one tax receipt at the end of the year instead of keeping track of multiple donations.
  4. Talk about saving time: Point out that monthly giving means they won’t have to respond to as many donation requests throughout the year.
  5. Offer easy updates: Let them know it’s simple to change their donation amount, payment method, or cancel if they need to.
  6. Compare to other monthly services: Relate it to things like Netflix or gym memberships – things people are used to paying for monthly.
  7. Show how it helps you: Explain that monthly donations help your nonprofit plan better and reduce administrative costs.

Remember, people are busy. By showing how monthly giving fits easily into their lives without any extra hassle, you’re more likely to get them on board. Make it clear that becoming a monthly donor is a simple way for them to make a big difference without any extra work on their part.

Tip 5: Offer Exclusive Benefits

People love feeling special. By offering some perks to monthly donors, you can make giving feel even more rewarding. Here’s how to do it:

  1. Create a special group: Give your monthly donors a cool name, like “Sustaining Stars” or “Monthly Champions.”
  2. Provide insider updates: Send monthly donors special updates about your work that other supporters don’t get.
  3. Give early access: Let monthly donors be the first to hear about new projects or see photos from the field.
  4. Offer small gifts: Send them a welcome package when they sign up, or a small thank-you gift once a year.
  5. Provide special content: Create a monthly donor newsletter or video update just for them.
  6. Invite them to events: Host special events (in-person or online) just for monthly donors.
  7. Recognize them publicly: With their permission, list monthly donors on your website or in your annual report.
  8. Give them a say: Ask for their input on certain decisions or projects to make them feel more involved.

Remember, these perks don’t have to be big or expensive. The goal is to make monthly donors feel appreciated and connected to your cause. Let them know they’re not just donors, but valued partners in your work.

Tip 6: Use Social Proof

People often look to others when deciding what to do. This is called social proof, and it can be really powerful in getting more monthly donors. Here’s how to use it:

  1. Share numbers: Tell people how many monthly donors you already have. For example, “Join our 500 monthly supporters!”
  2. Use testimonials: Ask current monthly donors if you can share why they give. Real words from real people can be very convincing.
  3. Show donor photos: If donors are okay with it, include their pictures with their testimonials. This makes it more personal.
  4. Create a donor wall: List the names of your monthly donors on your website (with their permission, of course).
  5. Share on social media: Post about your monthly donors and tag them if they’re comfortable with it.
  6. Use influencers: If you have any well-known supporters, ask if they’d be willing to talk about their monthly giving.
  7. Show the impact: Share stories or statistics about what your monthly donors have achieved together.
  8. Create a progress bar: If you have a goal for monthly donors, show how close you are to reaching it.

Remember, the idea is to show potential donors that lots of other people think monthly giving is a good idea. This can help them feel more confident about signing up themselves.

Tip 7: Create a Sense of Community

People like feeling part of something bigger than themselves. By creating a community around your monthly donors, you can make giving feel more rewarding and encourage people to stick with it. Here’s how:

  1. Give the group a name: Call your monthly donors something special, like “The Giving Circle” or “Impact Partners.”
  2. Start an online group: Create a Facebook group or online forum just for monthly donors where they can connect.
  3. Host meetups: Organize events (in-person or virtual) where monthly donors can meet each other and your staff.
  4. Share group achievements: Let donors know what they’ve accomplished together. For example, “Our monthly donors provided 1,000 meals this month!”
  5. Encourage interaction: Ask donors to share their own stories about why they give or what your cause means to them.
  6. Celebrate milestones: Recognize donors when they’ve been giving for 6 months, a year, or longer.
  7. Ask for input: Let your monthly donors vote on certain projects or give feedback on your work. This makes them feel more involved.

Remember, the goal is to make monthly giving about more than just money. You want donors to feel like they’re part of a special group of people who care about your cause.

Tip 8: Personalize Your Ask

People are more likely to respond when they feel you’re talking directly to them. Personalizing your request for monthly donations can make a big difference. Here’s how to do it:

  1. Use their name: Always address the person by name in emails or letters. “Dear Sarah” feels better than “Dear Supporter.”
  2. Mention their past support: If they’ve given before, remind them. “Thank you for your donation last year…”
  3. Tailor the amount: If someone usually gives $50 once a year, suggest a monthly gift of $5 or $10.
  4. Reference their interests: If you know what programs they care about, mention those specifically.
  5. Customize by location: If you work in different areas, talk about the impact in the donor’s local community.
  6. Use their preferred communication method: Some people like emails, others prefer phone calls. Use what works for each person.
  7. Time it right: If someone always gives at a certain time of year, reach out a bit before then to suggest monthly giving instead.
  8. Segment your list: Group your donors by things like giving history or interests, and create slightly different messages for each group.

Remember, the key is to make each person feel like you’re talking just to them, not sending out a mass request. This takes more time, but it can really pay off in getting more monthly donors.

Tip 9: Emphasize Long-Term Impact

Monthly giving is all about making a lasting difference. Help donors see how their regular gifts add up over time to create big change. Here’s how:

  1. Show the math: Break down how a small monthly gift grows. For example, “$10 a month becomes $120 a year!”
  2. Use visuals: Create a simple chart or graph showing how monthly donations accumulate over time.
  3. Tell future stories: Share what you hope to achieve in the next year or five years with steady support.
  4. Compare to one-time gifts: Show how a monthly gift can have more impact over time than a single larger donation.
  5. Highlight ongoing needs: Explain why your cause needs consistent support, not just one-time help.
  6. Share long-term success stories: Tell donors about people or projects that have benefited from years of steady funding.
  7. Set long-term goals: Share your organization’s big plans and how monthly donors help make them possible.
  8. Use a timeline: Create a visual timeline showing what can be achieved month by month with their support.

Remember, you want donors to see that their monthly gifts aren’t just a repeated transaction, but a long-term investment in your cause. Help them picture the big impact they’re making over time.

Tip 10: Provide Excellent Donor Care

Getting monthly donors is great, but keeping them is just as important. Taking really good care of your donors can make them want to stick around. Here’s how to do it:

  1. Say thank you often: Don’t just thank them when they sign up. Show appreciation regularly.
  2. Give updates: Let donors know how their gifts are helping. Share stories and results often.
  3. Make changes easy: If a donor needs to update their payment info or change their gift amount, make it simple to do.
  4. Be available: Have a way for monthly donors to reach you easily if they have questions or concerns.
  5. Remember special days: If you know their birthday or donation anniversary, send a quick note.
  6. Ask for feedback: Show donors you value their opinions by asking what they think about your work.
  7. Solve problems quickly: If there’s ever an issue with a donation, fix it fast and apologize.
  8. Give them control: Let donors choose how often they want to hear from you and what kind of updates they prefer.
  9. Keep good records: Make sure you have all the right info for each donor so you don’t make mistakes.
  10. Train your team: Make sure everyone who might talk to a monthly donor knows how important they are.

Remember, monthly donors are like partners in your work. The better you treat them, the more likely they are to keep supporting you for a long time.

Getting people to give monthly isn’t always easy, but it’s worth the effort. Monthly donors are like the backbone of your nonprofit – they provide steady support that helps you plan and do more good work.