Let’s talk about something deeply personal and incredibly powerful: memorial giving.

When someone loses a loved one, they often want to do something—anything—that feels meaningful in the face of grief. And for many, that means giving back. A well-structured memorial giving program allows people to honor their loved ones while supporting a cause they believe in. It’s a win-win—heartfelt philanthropy meets the vital needs of your nonprofit.

So, if your nonprofit hasn’t tapped into memorial giving yet, it’s time. Let’s walk through how to do it with heart, intention, and impact.

What Is Memorial Giving?

Memorial giving (sometimes called tribute giving) is when people make donations in honor of someone who has passed away. It can take different forms:

• One-time gifts made in memory of a loved one.
• Recurring donations—a lasting tribute that continues year after year.
• Legacy funds set up in someone’s name to support a cause they loved.
• Peer-to-peer fundraising where friends and family raise money collectively.
• Memorial events like charity walks, scholarship funds, or annual giving days dedicated to a lost loved one.

Nonprofits that do this well make it easy for grieving families to direct donations their way—and provide meaningful recognition in return.

Why Memorial Giving Matters

Memorial gifts are not just donations. They are acts of remembrance, love, and legacy. When done thoughtfully, they:

• Provide comfort to grieving families by giving them a way to channel their loss into impact.
• Build long-term donor relationships—many people who give in memory of a loved one become lifelong supporters.
• Create a deeper connection between donors and your cause. A tribute gift isn’t just another transaction—it’s a heartfelt act that strengthens donor loyalty.
• Encourage legacy giving. Someone who donates in memory of a loved one may eventually decide to leave a bequest or establish a named fund.

The potential here is enormous—but only if your nonprofit sets up the right framework.

How to Set Up a Memorial Giving Program That Works

1. Make It Easy to Give

Grieving families don’t have time to dig through your website looking for donation options. They need a simple, clear pathway.

• Create a dedicated memorial giving page. Include an easy-to-use donation form and instructions on how to set up tribute gifts.
• Offer suggested wording so families can include donation instructions in obituaries and memorial announcements. Example:

In lieu of flowers, donations may be made to [Nonprofit Name] in memory of [Loved One’s Name]. Visit [yourwebsite.org/memorialgiving] to donate.

• Make sure it’s mobile-friendly. When someone reads an obituary and clicks the link, your site should work seamlessly on their phone.

2. Recognize Memorial Gifts Thoughtfully

A standard donation receipt? Not enough. These gifts are deeply personal, and your acknowledgment should be, too.

• Send a personalized thank-you note. Mention the loved one by name and share how the gift will make a difference.
• Notify the family (if appropriate). Offer to send them a list of donors who gave in memory of their loved one.
• Consider permanent recognition. A memorial wall, digital tribute page, or named fund can offer long-lasting acknowledgment.

3. Offer Families a Personalized Giving Experience

Some donors may want to do more than just make a one-time gift. Give them options.

• Set up tribute funds. This allows families to create a legacy in their loved one’s name.
• Encourage peer-to-peer fundraising. Let friends and family set up personal fundraising pages to collect donations.
• Offer a way to give annually. Some people may want to make a memorial gift every year on their loved one’s birthday or anniversary.

4. Spread the Word (With Sensitivity!)

Memorial giving should feel personal, not like a marketing campaign. That said, you need to make sure people know it’s an option.

• Share stories. If a family is comfortable, highlight their loved one’s story on your website or in a newsletter.
• Include memorial giving in your annual appeal. Mention it as a meaningful way to give.
• Partner with local funeral homes. Some will include your nonprofit in their suggested charities for memorial gifts.

5. Build Relationships With Memorial Donors

These donors have given in an incredibly personal way—don’t let the relationship end with a tax receipt.

• Check in with the family later. A simple note on the anniversary of their loved one’s passing can mean a lot.
• Invite them to events. Whether it’s a remembrance gathering or just an annual donor appreciation event, keep them connected.
• Offer legacy giving opportunities. Many memorial donors are open to discussing long-term giving when the time is right.

Final Thoughts

Memorial giving isn’t just about fundraising—it’s about honoring lives, strengthening donor relationships, and offering a meaningful way for people to support your cause.

If you don’t have a structured tribute giving program yet, start small. Create a dedicated webpage, refine your acknowledgment process, and make sure families know this is an option. Over time, this will grow into a deeply impactful part of your nonprofit’s fundraising strategy.

And who knows? That one gift in memory of a loved one could be the start of a lifelong partnership with your nonprofit.

Need Help Setting Up a Memorial Giving Program?

If you’re wondering how to integrate memorial giving into your fundraising strategy, we’ve got you covered. Join the Success For Nonprofits Membership for exclusive resources, expert guidance, and a community of nonprofit professionals who get it. Get access to trainings, templates, and strategies to help you grow, engage, and fundraise effectively.

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Let me paint a picture for you: Imagine a steady stream of donations coming into your nonprofit every month. No more scrambling to meet quarterly goals, no more sleepless nights worrying about cash flow. That’s the magic of recurring giving. But starting a program can feel overwhelming, right? Don’t worry—we’ve got you covered.

This guide will help you plan, launch, and manage your recurring giving program. It's not about reinventing the wheel; it’s about building a program that fits your nonprofit’s unique personality and community.

Step 1: Dream Big and Set Goals

Start by asking yourself: What do I want to achieve with this program? Sure, you want financial sustainability, but what else? Perhaps you want to build a tight-knit donor community or create deeper engagement.

• Choose a name for your recurring donor group. Think of something that reflects your mission. Maybe it’s “Friends of YOUR NONPROFIT NAME GOES HERE" or “Kid's Heroes.” Make it personal and meaningful.
• Set a target. How many recurring donors are you aiming for? Dream big but stay realistic.
• Craft your message. Why should someone become a recurring donor? Highlight the impact their support will have. For example: “Your $25 a month provides meals for 10 families in need.”

Step 2: Plan the Launch

Timing is everything. Pick a launch date that aligns with your fundraising calendar and gives you enough runway to prepare.

• Segment your audience. Tailor your message for current donors, lapsed donors, and new prospects.
• Use multiple channels. Think email, direct mail, social media, and even phone calls. Each channel should echo the same message but be tailored to its audience.
• Optimize your website. Make sure your donation form is user-friendly, branded, and ready for recurring gifts. Add a case for support and remove distractions—no external links or unnecessary fields.

Step 3: Focus on the Donor Experience

Donor retention is about relationships. It starts with the giving process and continues long after the first donation.

• Test your donation page. Make sure it works seamlessly on every device.
• Create automated follow-ups. Send thank-you emails, reminders for expiring cards, and updates about their impact.
• Welcome them with open arms. Develop a multi-email welcome series to introduce new recurring donors to your community. Share stories, invite them to events, and let them know they’re part of something bigger.

Step 4: Build Relationships That Last

Recurring donors aren’t just supporters; they’re champions for your cause. Treat them like the VIPs they are.

• Celebrate milestones. Send anniversary cards or handwritten notes.
• Engage them regularly. Offer dedicated newsletters, exclusive updates, and special event invitations.
• Ask for their input. Surveys can help you understand their motivations and improve their experience.

Step 5: Measure Success and Refine

What gets measured gets improved. Keep tabs on these metrics:

• Retention rate. Are donors sticking around year after year?
• Engagement. How are they interacting with your communications?
• Growth. Are new recurring donors joining consistently?

Ready to Take the Next Step?

Recurring giving isn’t just a strategy; it’s a game-changer. It’s about creating a community of loyal, passionate supporters who believe in your mission. And the best part? It’s entirely within your reach.

Turn your vision into reality with a Success For Nonprofits Membership! Our membership portal is packed with the tools, templates, and resources you need to build and grow a thriving monthly giving program. From step-by-step guides to donor engagement strategies, we’ve got everything you need to make recurring giving a cornerstone of your nonprofit’s success.

Let’s make your recurring giving program a reality. Your mission deserves nothing less!

As a nonprofit fundraiser and leader, when you review your donor database management system throughout the year, you may come across the absence of donors who have supported your cause in the past. While many lapsed donors have drifted away for reasons beyond your control, it’s crucial to recognize that some of them can be re-engaged through well-designed donor programs, and these supporters are well worth your attention.

THE IMPORTANCE OF RE-ENGAGING LAPSED DONORS

Reconnecting with lapsed donors is not only easier but also more cost-effective than acquiring new ones. Lapsed donors are not “cold” prospects. They are already familiar with your cause and organization, and you don’t need to convince them of your legitimacy.

These individuals have supported your mission before, and it’s highly likely that they still share a commitment to your cause. Furthermore, lapsed donors offer valuable insights into why donors lapse and at which stage in your year or donor cultivation cycle it occurred. This knowledge can be instrumental in improving your donor programs.

While some may have lapsed due to factors beyond your control, others might have lost interest because of infrequent communication, excessive solicitations, or a lack of recognition for their contributions. Gathering this feedback can significantly improve your donor retention strategies in the future, which is one of the most effective fundraising tips for nonprofits.

STRATEGIES FOR RE-ENGAGING LAPSED DONORS

PERSONAL CONNECTIONS:

• Consider in-person meetings, such as coffee dates, especially for VIP or major donors with whom you’ve had a personal connection.
• Utilize phone calls and face-to-face Zoom sessions as efficient alternatives to update lapsed donors on your recent achievements.
• At the very least, express your gratitude with a handwritten note, thanking them for their past support and expressing your hope for future engagement in your donor programs.

PERSONALIZED EMAILS:

• Segment your email list to target lapsed supporters who haven’t engaged recently with your donor programs.
• Seek their input and preferences regarding the content they’d like to receive from you and implement their feedback.
• Personalize all communications by addressing donors by their name in the greeting and strategically throughout the email. Avoid generic salutations like “Dear Friend.”

ACKNOWLEDGE GIVING ANNIVERSARIES:

• Keep track of the last donation date for lapsed donors within your donor programs.
• Send a letter or email expressing gratitude for their past contributions and highlight the impact their donations had on your organization’s accomplishments since their last gift.

DEVELOP A PLAN:

• Create a comprehensive strategy for re-engaging lapsed donors, just as you would for your active donors in your existing donor programs.
• Make a genuine effort to understand their preferences and interests in your organization.
• Even if they can no longer donate, consider how they can continue supporting your cause through volunteering, providing feedback, or promoting your nonprofit to their social circles. This approach is one of the most valuable fundraising tips for nonprofits looking to maintain long-term relationships.

REKINDLING OLD FRIENDSHIPS

In the realm of nonprofit development and donor programs, it’s fundamentally about connecting with those who support your organization’s work. Think of lapsed donors as old friends who may have gone without communication for a while. The relationship remains open, and with the right approach, you can rekindle their support for your cause. By implementing these strategies and fundraising tips for nonprofits, you can strengthen your donor programs and build lasting relationships with your supporters.

Have you ever felt a pang of awkwardness when reaching out to a donor after a long silence? You're not alone. But what if I told you a simple "hello" could have a bigger impact than you think?

A recent study published in the Journal of Personality and Social Psychology explored the power of casual check-ins. Researchers found that even brief interactions – a phone call, a quick email, a thoughtful text – can significantly strengthen connections.

This might seem counterintuitive, especially with donors you haven't spoken to in a while. But the study revealed an interesting twist: the more unexpected the outreach, the greater the positive impact. So, that donor you haven't heard from in years? They might be pleasantly surprised to hear from you!

Why does this work? Remember, humans are social creatures who crave connection. Peggy Liu, the study's lead author, points out that initiating contact, even after a gap, can feel daunting because we worry about how it will be received. But the research suggests our fears are often unfounded. In most cases, people appreciate being remembered and reached out to.

So, how can you apply this to your donor relationships? Here are a few tips:

• Personalize your message: Go beyond a generic template. Mention something specific about their past support or interests.
• Keep it brief and informal: A quick email or text expressing your appreciation and curiosity about their well-being is enough.
• Focus on connection, not just fundraising: While you can mention your organization's current initiatives, prioritize rekindling the relationship.

By reaching out with genuine warmth and interest, you can remind your donors why they connected with your cause in the first place. And who knows, they might just surprise you with their renewed engagement!

Remember, every donor is worth the effort. Don't be afraid to break the silence and build bridges of understanding. You might just discover that a simple connection can pave the way for future support and lasting relationships.

Ever dream of a steady stream of donations flowing effortlessly into your organization? That's the magic of recurring giving, where supporters choose ongoing contributions instead of one-time gifts. Think of it as a monthly giving program that fuels your mission with reliable, predictable income.

Why It's a Win-Win for Nonprofits:

• Predictable income: Say goodbye to rollercoaster fundraising! Recurring donations provide a stable financial foundation, allowing you to plan and budget with confidence.
• Reduced workload: No more chasing down individual donations. Your team can focus on what truly matters: carrying out your mission and engaging supporters.
• Deeper donor relationships: Recurring donors are your champions, passionate about your cause. Regular communication fosters loyalty and strengthens your community.

Boosting Fundraising with Recurring Giving:

• Effortless giving: Donors love the convenience. They set it up once and forget it, knowing their impact continues.
• Increased giving potential: Smaller, regular contributions add up quickly, often exceeding one-time gifts in the long run.
• Reduced acquisition costs: Retaining existing donors is far cheaper than attracting new ones. Recurring giving keeps your best supporters engaged and invested.

Why Recurring Donors are Your Rockstars:

• Rock-solid loyalty: Studies show 75% of recurring donors stick with their plans for at least six months, many for years.
• Double the generosity: Recurring donors are 75% more likely to make additional one-time gifts within a year.
• Bigger impact: On average, one-time donations from recurring donors are higher, amplifying their overall support.

Building Your Monthly Giving Program:

1. Get tech-savvy: Ensure your donor management system accepts, tracks, and reports recurring donations seamlessly.
2. Make it easy: Prominently display the recurring donation option on your website and donation forms.
3. Automate communication: Send monthly receipts and keep donors informed with targeted updates.
4. Segment your supporters: Tailor your communication to resonate with your recurring donor base.
5. Prioritize user experience: Allow donors to update payment information easily and effortlessly.

Tying The Ask To Your Mission:

This is important enough to call out separately. Don't just beg for money. Make your appeal about your mission. Craft compelling messages that showcase the impact recurring donations have on real lives. Show, don't tell. Share stories of the people your organization helps, the challenges you overcome, and the brighter future you're building – all thanks to the steady support of your monthly donors.

Inviting Supporters to Join the Program:

Once you've branded your program and honed your mission-driven appeals, you can create powerful tools:

• Branded social media assets: Eye-catching graphics and videos that tell your story and explain the program's benefits.
• Email templates: Personalized messages that resonate with different donor segments, highlighting the impact their monthly gift can make.
• Website landing page: A clear and concise explanation of the program, with easy signup options and FAQs.

Finding Your Monthly Champions:

Start by looking within your existing donor base:

• Lapsed donors: Could they give smaller, regular amounts instead of one large gift?
• Gradually increasing donors: Perhaps they're ready for a monthly commitment.
• Periodic donors: They already give multiple times a year. Make it easier for them!
• Engaged volunteers and supporters: They're passionate – invite them to join the giving circle!

Promoting Your Program:

• Targeted email campaigns: Segment your database and send personalized invitations.
• Website call to action: Add a prominent "Join Our Monthly Giving Program" button.
• Social media spotlights: Share inspiring stories of your recurring donors and their impact.
• Post-donation ask: Don't be shy! After a one-time gift, offer the option to join the program.

Connecting and Thanking Your Donors:

• Monthly email receipts: Keep them informed and engaged with regular updates.
• Impact stories and photos: Show them the real-world difference their gifts make.
• Personalized thank-you notes: A handwritten message goes a long way.

Managing and Growing Your Program:

• Track key metrics: Monitor growth, donor retention, and campaign effectiveness.
• Run regular reports: Identify trends and areas for improvement.
• Test and adapt: Experiment with different messaging and outreach strategies.
• Celebrate successes: Recognize and reward your monthly giving heroes!

Remember, a successful recurring giving program isn't a set-it-and-forget-it affair. It's a continuous cycle of nurturing relationships, showcasing impact, and making it easy for your most passionate supporters to fuel your mission one month at a time.

Also, recurring giving isn't just a fundraising tactic; it's a powerful relationship builder. By nurturing your recurring donors, you'll unlock a sustainable source of funding and cultivate a community of passionate supporters who fuel your mission for years to come. So, unlock the transformative potential of recurring giving and propel your mission forward!