The Nonprofit Marketing Blog

How to Convert One-Time or Annual Donors into Monthly Givers

Thinking about monthly giving is one of the smartest things you can do as a fundraiser. At Network for Good, we find that 30-40% of the online donation volume coming from a nonprofit’s website is monthly giving. It would be wonderful for nonprofits to thank people every month instead of asking them for donations every few weeks.

How do you do that? How do you turn your annual givers into monthly supporters?

    • Make sure your donation form offers a recurring giving option. Whenever you’re asking for money, ask for the monthly pledge, not just a one-time gift. (Need a donation form that allows and encourages donors to set up monthly giving? Find out more about DonateNow.)
    • Revisit the language you’re using in your appeals. Frame your ask in such a way that it’s a win-win situation-monthly donations for you, convenience and budgeting for your donors. (Read more about the four parts of a great fundraising appeal.)
  • Don’t be afraid to ask for a monthly gift of support after someone completes a one-time transaction. It can be ingrained as a nice thank-you message: “Thank you so much for making a one-time gift. This is how you can put your support to work for us each and every month. Would you consider becoming a monthly supporter?” This can be done when asking for another gift later in the year, but consider this: First-time online donors are more likely to turn into monthly donors within three days their original online gift. Think of using this strategy during the holidays when you’re experiencing high traffic of one-time donations!

Source: Adapted from the Nonprofit 911 Presentation “The Experts Are In! Your Online Fundraising and Nonprofit Marketing Questions Answered.”

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About This Blog

Amanda Khoury
Marketing Manager

We’re here to help you win hearts and minds—and donations.

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