Why Recurring Giving Isn’t Just Another Line Item (and How to Make it Work for You)
In my latest podcast episode, I sat down with Abby Jarvis, Head of Content at Neon One, to dig into the untapped power of recurring giving—a hidden goldmine for nonprofits ready to break out of stagnant growth and build loyal, invested donor communities. If you think monthly giving is just another checkbox on your donation form, think again. Abby’s insights take us deep into what it means to build a sustainable revenue stream without the endless hamster wheel of one-time donor acquisition. We’re talking commitment, loyalty, and impact—on autopilot.
Recurring Giving: The Smart Way to Work Less and Raise More
Nonprofits are in for a wake-up call. Despite all the headlines about declining individual donations, recurring giving has exploded, with a 127% increase in monthly donors across the sector. Yes, you read that right. In a time when it feels harder than ever to make your message stick, here’s proof that people are still willing to show up—if you give them a reason to. Recurring giving isn’t just a revenue stream; it’s a game changer. It’s about letting your supporters rally around something that’s meaningful to them, turning casual contributions into lifelong commitments.
“Recurring donors are some of the most engaged, dedicated, passionate individuals in these databases, and it’s happening organically.” If that doesn’t give you chills, I don’t know what will.”
Why You Can’t Afford to Ignore the Long-Term Value of Monthly Donors
One-time gifts can fill the tank for a short burst, but recurring gifts fuel the whole journey. With retention rates nearly twice as high as one-time donations and lifetime donor value close to $8,000 per recurring supporter, you’re not just looking at revenue—you’re looking at stability, impact, and freedom from endless churn. Think about what you could achieve if your donor base was made up of loyal supporters who stick with you for years. If you’re tired of feeling like you’re always chasing, this is the answer.
Abby makes it clear: “The lifetime value of a recurring donor is so much more significant than a one and done donation.” You want impact that lasts? Start cultivating monthly givers.
Breaking Down the Secret Sauce to Launch (or Reignite) Your Recurring Program
Let’s get one thing straight—launching a monthly giving program doesn’t require perfection or a massive overhaul. It requires intention. Here’s a fast-track to making your program irresistible:
Make It Easy: Add a recurring option on your donation form, and make it simple. Don’t hide it; don’t make donors dig for it. Monthly giving should be the “yes” they can’t ignore.
Give It a Name: People want to belong to something meaningful. Give your monthly givers a community name that feels exclusive and powerful, like “The Impact Crew” or “The Key Club.” This isn’t just about donations—it’s about identity and purpose.
Show, Don’t Tell: Update recurring donors regularly. Give them proof of what their gifts accomplish with powerful, simple updates. No heavy lifting required—think a quick, heartfelt email, a postcard, or even a shout-out in your next newsletter. Make them feel seen, and they’ll keep coming back.
Year-End and Giving Tuesday: Your Secret Weapons for Growing Monthly Giving
If there’s ever a time to double down on monthly gifts, it’s the year-end. And if Giving Tuesday isn’t already a part of your recurring giving plan, you’re leaving money on the table. Here’s a stat for you: 12% of all recurring donations are initiated on Giving Tuesday, and 80% of those donors will make another gift by year’s end. Let that sink in. Giving Tuesday is your moment to tap into the momentum and invite people to make a lasting impact.
Pro tip: Use urgency, but use it smartly. Tailor your message to recurring donors specifically, and show them why an additional year-end gift matters now. Don’t make it about hitting arbitrary goals—make it about finishing what you’ve started together.
When in Doubt, Be Real. Be Bold. Be Direct.
Abby’s advice couldn’t be more clear: there’s no “perfect” formula for recurring giving—just get started. The power here lies in staying consistent, connecting authentically, and building trust. Invite your community in. Tell them why their monthly support isn’t just a checkbox but a vote of confidence in your mission. And remember, there’s no need for bells and whistles; your donors want to feel like they’re part of something meaningful. That connection? That’s the real value.
Final Thought: Recurring Giving Is a Movement, Not a Donation
This isn’t about asking for money; it’s about building a movement. If you want your nonprofit to grow without constantly fighting for attention, look to your recurring givers. They’re ready to make big commitments. Invite them in, keep them close, and watch your impact grow beyond anything a one-time gift could deliver.