Soapbox Engage Blog

Nonprofits are constantly on the lookout for new and improved ways to fund their causes. And the less time and effort required, the better! That’s where recurring donations can be a lifesaver.

After all, securing consistent, reliable revenue is a must for nonprofit fundraisers aiming to make a significant impact on their overall missions. And donors love the ease with which they can support their favorite causes! In fact, fundraising research states that online giving revenue grew by over 40% as recurring donation options become increasingly popular with online donors.

If that sounds like you, you’ve come to the right place. In this guide, we’ll share five effective ways to encourage recurring donations for your organization. From personalized outreach to impact storytelling, learn how to build lasting relationships with your supporters and create a sustainable giving program here.

Table of Contents

1. Making recurring donations the default
2. Building emotional connections with supporters
3. Offering exclusive incentives for recurring donors
4. Providing regular updates on gift usage and impact
5. Highlighting matching gifts to amplify recurring donations

1. Make recurring donations the default.

Many donors are likely contributing to your organization through online donation forms⁠—whether they were directed to the page through a fundraising appeal or navigated from your website for the purpose of giving. What you might not know is that a substantial percentage of these supporters would be willing to join a monthly giving program if the option is made available to them.

So make it easy to do so by establishing recurring gifts as the default option on your donation page.

Keep in mind, however, that you’ll want to ensure that one-time gifts are readily acceptable as well. Otherwise, you might risk losing donations from those not prepared to join a recurring gift program. Those falling into the latter category can opt out of repeat gifts by unchecking a box or selecting a “one-time gift” tab on the form.

2. Build emotional connections with supporters.

Donors want to know that their contributions are making a difference for a cause they care about. Recurring donors definitely want to know this. Luckily, building emotional connections with this group can help ensure that they do.

Here are a few best practices for building these connections:

• Employ personalization in your fundraising messaging and other recurring donor outreach;
• Leverage engaging storytelling strategies that position recurring donors as an essential character in your organization’s success;
• Establish and develop relationships that go beyond the transactional, offering supporters key ways to get involved that don’t involve monetary giving;
• Highlight the importance and ongoing impact of recurring donations in a nonprofit’s funding strategy;
• Use existing recurring donor testimonials to demonstrate credibility, utilize social proof, and build community.

3. Offer exclusive incentives for recurring donors.

Participants in repeat giving programs are some of your most essential supporters, and they should be treated as such. One of the best ways to incentivize recurring donations? Offering exclusive incentives for these supporters.

These benefits might include:

• Branded apparel (t-shirts, hats, etc.) or other swag (pens, bags, stickers, buttons)
• VIP access to special events or behind-the-scenes experiences
• Public recognition, e.g., a digital or in-person donor wall, social media shoutouts, etc.
• Exclusive access to a recurring donor social media group, forum, or online community

Though incentives like these are not the primary reason why donors support your cause, they can certainly be the motivating factor needed to push donors into the esteemed recurring giver category.

4. Provide regular updates on gift usage and impact.

Recurring donors obviously have a passion for the cause to which your organization is dedicated. In order to retain this group’s support, however, you’ll want to ensure they continue understanding how their dollars are used for your mission.

To do so, consider sending a recurring donor-specific impact report. This resource should provide useful insights into how funding continues to be used to make a tangible impact and may include testimonials, photos, videos, and more.

It can even be customized based on the recipient’s giving level! For example, if a donor contributes $100 a month, you can share that their annual contributions of $1,200 have helped provide meals for over 600 individuals and families.

5. Highlight matching gifts to amplify recurring donations.

Corporate matching gifts have the potential to elevate any nonprofit’s fundraising success. They can even inspire donor participation in recurring giving programs. According to research conducted by Double the Donation, 84% of donors are more likely to give when they know their contributions will be matched. This results in elevated gift conversion rates, and more funding collected overall.

When your team develops a strategy for turning one-time contributors into recurring donors⁠—and pairs it with an optimized matching gift plan⁠—your audience can understand how best to amplify their giving impact. Not to mention, demonstrate how the types of programs work together to maximize their support!

However, many eligible donors remain unaware of the opportunities to have their gifts matched by their employers. That’s why we recommend promoting program participation throughout your organization’s fundraising appeals, donation process, follow-up communications, and more.

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Recurring donations provide a steady stream of revenue that enables organizations to plan and execute programs with confidence. By implementing the practices highlighted above⁠—from building strong connections to incorporating workplace giving opportunities and more⁠—you can set your team up for ongoing, sustainable fundraising success. Good luck!