Successful sustainer programs provide a steady source of revenue in good times and bad, and a loyal base of donors who are committed to your cause.
Even though monthly donors often start out giving small sums, their donations add up over time. In fact, their lifetime giving may meet or exceed the value of a midlevel gift.
Plus, a monthly donor is also more likely to stick around. One study found that nonprofits typically retain close to 90 percent of their sustainers, compared with an average retention rate of about 45 percent for all donors.
“Even with the processing charges [that monthly gifts incur], at the end of the day, your costs to keep them active are so much lower because you’re not constantly renewing and resoliciting these donors,” says Alicia Meulensteen, director of nationwide membership at the American Civil Liberties Union.
Here, we’ve rounded up our coverage of everything you need to start or expand your monthly giving program.
Editor’s note: Chronicle tool kits are updated on an ongoing basis as new advice becomes available.
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Individual Giving
5 Ways to Take Monthly Giving to the Next Level
As economic worries grow amid federal funding cuts and threats of a potential recession, monthly giving can provide stability for your nonprofit by creating a predictable and dependable revenue stream. -
Fundraising
7 Tips to Kickstart Monthly Giving and Boost Your Nonprofit’s Financial Health
Expert advice to help you build a monthly giving program that delivers, from setting up the systems and tools you’ll need to finding potential donors and ensuring they stick around. -
Fundraising
Everyday Donors Want to Give. Here’s How to Find Them.
It’s challenging to focus on small-dollar contributors when you need money today — but experts say a broad base of support is key for nonprofits’ long-term health. -
Research and Data
As the Number of Donors Continues to Drop, Monthly Giving Could Be a Solution
Year-end giving was down 2.8 percent compared to 2022, according to a new study. Donor participation fell across the board. -
Fundraising in Tough Times
Monthly Giving Can Help Nonprofits Weather Economic Uncertainty. Here’s How to Do It Well.
Longtime monthly donors have shown they really care about an organization’s mission. Experts say groups shouldn’t be afraid to ask them for additional gifts. -
Innovation
How Mother Jones Defies Fundraising Rules to Build Community and Grow
The scrappy investigative journalism outlet wants donors to feel part of a “high-quality thought partnership.” -
Fundraising
Charity:water Believes Donors Have More to Give Than Dollars — if You Ask
The nonprofit offers its supporters a host of ways to give as they want. -
Fundraising
Street Canvassers Switch to Telemarketing and Donor Stewardship During Pandemic
At big groups like Oxfam America and Doctors Without Borders USA, face-to-face fundraising has been an established way to recruit new monthly donors. Even with opportunities to raise money by phone, these charities still have an extraordinary amount of ground to make up, industry leaders say. -
Advice
Monthly Giving Tips and Trends
What’s working well now for midsize and large monthly programs. Plus, advice for beginners. -
Advice
New Data on Fundraising Points the Way to What Charities Should Do Next
Focus on the mission, small donors, and corporate employees, say fundraising experts. And don’t ignore the people who give through donor-advised funds even though they are hard to find. -
Advice
A Model for Expanding Monthly Giving
Charity: Water adapted a strategy created for startups that offer subscription services to attract monthly donors, keep them engaged, and motivate them to recruit others. -
Advice
A Charity Boosts Monthly Giving With Phone and Door-to-Door Appeals
How a children’s hospital adds 2,000 monthly supporters annually, with 65 percent staying on board from year to year. -
Advice
6 Ways to Build a Strong Monthly Giving Program
A top fundraising and marketing executive at Boston’s WGBH shares lessons to help nonprofits build successful sustainer programs. -
News
Study Shows How Monthly Giving Strategies Can Boost Revenue and Keep Donors on Board
The Blackbaud analysis also found that donors who made monthly contributions through bank transfers were more likely to continue giving than those who gave through credit cards. -
Advice
Important Terms and Concepts for Monthly Giving Programs
Learn about conversion, electronic-funds transfer, and other lingo you’ll need to know. -
Advice
Where to Start When Setting Up a Monthly Giving Program
Experts offer advice on a range of topics including setting up gift-processing technology, identifying prospective donors, marketing the program, and more. -
Advice
Advice: Tips for Building a Successful Monthly Giving Program
A nonprofit consultant offers advice on setting a minimum donation, preferred payment options, and more. -
Advice
Oregon Public Broadcasting’s Checklist for Starting a Sustainer Program
The public-media organization shared its list of must-haves for a monthly-giving program. -
Advice
Charity Raises More Monthly Gifts From Bank Transfers Than From Credit Cards
Oregon Public Broadcasting is combating the problem of canceled credit cards by urging donors to use electronic funds transfer. -
Advice
Quarterly Statements Help One Group Engage Monthly Donors
World Vision sends the reports to recurring donors to thank them, demonstrate the impact of their gifts, and even ask for additional donations. -
Advice
Annual Tax Letter for Your Monthly Donors
Use this model to craft a letter to monthly donors that they can use as a record for claiming a charitable tax deduction. -
Advice
Email for Monthly Donors Whose Payments Are Declined
Use this example to craft an email message that asks recurring donors to update their payment information.