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!
