Transitioning Annual Donors Into Recurring Givers: 3 Tips

The primary goal of fundraising is to fuel your organization’s mission and drive measurable impact. However, relying solely on revenue from annual appeals, events, and fundraising campaigns means your development team is in a constant state of having to secure new funding. A reliable, passive source of income frees gift officers from constantly chasing new donations, giving them the time to cultivate meaningful relationships with your existing donors and increasing your overall fundraising success. 

Recurring donors are supporters who give on a periodic basis, typically once a month, providing organizations with predictable, reliable income. Recurring donors tend to be very loyal, reducing your team’s need to find and acquire new donors. However, you’ll need to intentionally promote the benefits of recurring donations to motivate existing donors to switch. This post explores three key strategies to identify the supporters who are most likely to join your monthly giving program based on their past giving history and affinity for your organization. 

1. Segment your donor database

Some donors are more naturally inclined to make recurring monthly donations than others. The first step in launching a monthly giving model is identifying these ideal candidates, based on past support and demonstrated interest in your cause.

To identify candidates for recurring gift solicitation, segment your donor database to reveal:

• Individuals who have consistently made annual contributions for two or more years. 
• Supporters who frequently engage with your organization through attending events, responding to outreach efforts, or advocating for your cause. 
• Those with a strong history of volunteerism or other demonstrated affinities for your cause, especially if they also give. 

Once you identify these top candidates, tailor your first recurring ask to the specific areas they support. If they frequently volunteer for or attend events related to a specific initiative, ask them to fund that exact program monthly—transforming their past behavioral data into a highly personalized invitation to deepen their impact. 

2. Showcase the tangible impact of monthly support

While one-time, large annual gifts make a big impact, recurring gifts can add up to have a much larger cumulative effect. When donors give frequently over time, they’re more likely to contribute a larger overall sum than they would with a one-time donation. According to Meyer Partners’ guide to the donor pyramid, which breaks donors into segments based on their level of support, recurring donors always rank higher than one-time contributors. 

When crafting your recurring gift requests, make sure to highlight the impact of monthly support in a way that makes sense to supporters. To do so, use Upmetrics’ guide to impact measurement to tie a tangible number (a $10 monthly donation) to a concrete outcome, such as providing four meals to your beneficiaries. When donors see how their monthly donation creates a positive change in your community, they know that their funds can have a real effect. 

Additionally, emphasize the importance of their recurring support in your annual impact reports. While major gifts or capital campaigns can help you achieve big goals, recurring funds give your organization the reliable, unrestricted funding it needs to operate day to day. 

Create a specific stewardship cadence, periodically thanking your recurring donors for their continued support. While a generic thank-you email every time a contributor gives can feel impersonal, periodically recognize your recurring supporters with a personalized letter or event honoring them. 

3. Make recurring giving easy

Potential donors may hesitate if the process of setting up a recurring payment is time-consuming or clunky. Instead, make sure you provide a smooth, fully digitized process that keeps donating simple as they make the switch. For instance, build a self-service donor portal where sustainers can easily update an expiring credit card, adjust their monthly gift amount, or download annual tax receipts without calling your office. 

Your system should: 

• Maintain a record of their information. Limit the number of forms recurring donors have to fill out each time they contribute by using auto-populated information fields. Online giving platforms let you include their contact information, financial details, and usual gift amount in your payment form. 
• Enable flexible payment options. Make sure your system accepts a variety of payment methods, including Apple Pay, Google Wallet, and ACH payments. 
• Promote autopay. Include an autopayment option, so your donors don’t have to worry about remembering to make the payment each month. Prompt donors to periodically confirm and update their payment information to prevent lapses due to expired cards. 

In addition to implementing the processes listed above, make sure your donation page and website are intuitive and fast to load. A confusing online fundraising experience can discourage donors from completing their payment, leading to attrition. Consider outsourcing your communication and web design strategy to an outside consultant to maximize your impact without adding to your team’s workload.  

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Make sure to keep your recurring donors informed of how you are using their contributions to support your current initiatives, programs, and accomplishments. Create dedicated stewardship cadences centered around the impact of programs that their recurring gifts are currently supporting, so they understand that every dollar they donate makes a positive difference in your community.