The Power of Monthly Giving
- Michelle Crim, CFRE
- 4 days ago
- 2 min read
Monthly giving programs offer nonprofit organizations a practical path to stronger donor relationships and more consistent revenue. This approach often leads to higher donor retention, greater lifetime value, and lower fundraising costs. Even modest growth in monthly giving can make a measurable difference. For example, converting just 10% of one-time donors to monthly support can add thousands in annual revenue and create a more stable financial foundation over time.
Increased Lifetime Value
Recurring support delivers long-term results. The average monthly donor gives about $24 per month or $288 annually, compared to a typical one-time gift of $115. Additionally, the average recurring donor continues giving for more than eight years, while the average non-recurring donor lasts only about 1.68 years. (CharityEngine).
Revenue from monthly giving rose by 6%, accounting for 31% of all online revenue in 2023, up from 27% in 2022. (Giving USA).
That means
Monthly donor lifetime value ≈ $288 × 8 = $2,304
One-time donor lifetime value ≈ $115 × 1.7 = $196
Recurring donors bring in over ten times the value of one-time donors.
Outstanding Retention Rates
Donor retention improves dramatically with monthly giving. Monthly programs keep between 77% and 90% of donors each year, while one-time donor retention lingers around 40% to 45% (DonorPerfect, Giving USA).
Fewer lapses mean more predictable revenue and reduced pressure to find new supporters.
Lower Fundraising Costs
The cost of acquiring new donors far exceeds the cost of keeping existing ones. Monthly supporters reduce this burden by sticking around longer and requiring less frequent outreach.
Convenience for Donors
Recurring gifts in the $10 to $30 range fit easily into most budgets. Monthly programs allow supporters to give steadily without needing reminders or repeated appeals. The donation process becomes simple, automatic, and meaningful over time.
Revenue Impact: Converting 10% to Monthly Giving
Let’s examine the potential outcome from converting 10% of a 1,000-donor base:
Metric | One-Time Donors | After Converting 100 to Monthly |
Average gift | $115/year | $288/year per monthly donor |
Total annual revenue | 1,000 × $115 = $115,000 | |
Revenue from monthly group | — | 100 × $288 = $28,800 |
Lost one-time revenue from those 100 | — | 100 × $115 = $11,500 |
Net new annual revenue | — | $17,300 |
This change adds more than $17,000 in the first year alone. The long-term impact multiplies with continued giving and retention.
Best Practices for Monthly Giving
Promote the option on all donation forms and emails
Make sign-up quick and mobile friendly
Express appreciation with personalized thank-yous and regular updates
Encourage growth by inviting donors to increase support over time
Monitor results including retention, lifetime value, and total revenue
Monthly giving strengthens every part of a fundraising strategy. Support becomes more stable, donors stay longer, and overall revenue grows. Shifting even a small portion of one-time donors to monthly giving creates lasting benefits for any mission-driven organization.
Cheers,
Michelle Crim, CFRE
Dynamic Development Strategies can help. We offer coaching, grant writing, and fundraising services for our nonprofit clients. We specialize in small to mid-size organizations because we understand your challenges. Please contact us for more information.
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