Consistent Giving Comes From Connection

Monthly donors don't wake up thinking, "I'd like to be a line item in the budget."

But sometimes, that's exactly how we treat them.

We hope for the first gift — and then we assume they'll be there year after year, quietly renewing, never needing much from us in return.

In reality, donors wake up wanting to help. To be partners in making a difference. To know that their support is actually changing something.

Here's the truth: when fundraisers treat recurring giving as transactional, they miss an extraordinary opportunity sitting right in front of them — the opportunity for deeper connection.

In my work as a major gifts coach and strategist, one question comes up again and again: How can we create more consistent, reliable support?

The first instinct is often to start or reboot a recurring gift program. For good reason. Monthly donors offer loyalty, steadiness, and long-term commitment.

A comment from one of the fundraisers in my Major Gifts Catalyst program recently prompted me to pull up my notes from a conversation with Erica Waasdorp, the monthly giving expert. (You can find many free resources at her website.)

What stood out from that conversation then — and still does now — is how closely strong monthly giving practices align with connection-based fundraising. Let's take a look at the four essential truths Erica shared.

Truth #1: Donors choose monthly giving because they want to make an impact

Yes — the very impact your nonprofit is making every day.

Some organizations assume that if a donor wanted to give monthly, they'd have already signed up. "We put it at the bottom of every response device and even our emails," they say.

But the truth is, fundraisers need to make it obvious that donors can be part of something extraordinary — supporting the work every single day. It's our job to guide supporters through storytelling, effective imagery, and direct invitation. Hoping that a passive checkbox will inspire action isn't a strategy.

It can be as simple as naming the need clearly:

"Charity X provides housing for families in our community. With rents rising and home prices skyrocketing, your support can offer the key to a first home right here."

As fundraiser and author Steven Screen puts it: you need to create a donor-shaped hole in the story so the donor can step through and become a solution partner.

Truth #2: The most common reason monthly donors stop giving is administrative, not emotional

When monthly donors lapse, it's usually not due to disinterest.

In fact, recurring donors give to an organization for five to ten years on average.

The number one reason they stop? Expired credit cards.

But this is an easy fix. Run a simple report each month for cards about to expire and set alerts for failed payments. Then reach out promptly — and with the intention of connection. Whenever possible, have a fundraiser make that call. Someone who understands the value of reconnecting a supporter to the mission, not just following up on a missed payment.

Sometimes those calls become something unexpected — a discovery moment. A conversation about why a donor believes so deeply in your work, and what might inspire them to go deeper.

Don't let an administrative glitch end a meaningful partnership.

Truth #3: Be thoughtful and proportional when asking for upgrades

Erica is often asked: When should we ask for an increase in the monthly gift?

Her guidance is clear. September is often the best time to ask for an upgrade or a special gift. And if a donor has made a new commitment or upgrade in the last eight months, wait.

When you do ask, aim for a 25 to 30 percent increase. If someone is giving $20 a month, ask for an additional $4 to $7.

Respectful math builds trust.

Truth #4: Steward Monthly Donors Like the Loyal Partners They Are

Don't skimp on stewardship. Monthly donors are loyal. They feel connected. And the care you show them should reflect that.

Review each of these touch-points and ask yourself: Does this feel human — or transactional?

• Post-gift thank-you pages
• The language and tone of automated receipts
• Impact reports — new and any you re-send

Erica also emphasized something simple and powerful: call to say thank you. At least once a year, send something tangible — a card, a photo, a handwritten note of appreciation.

And when you reach out, mix it up:

• A call on their giving anniversary
• A handwritten card
• A text with a surprise update or thank-you
• A short video showing impact in action

Surprise and delight beats efficiency every time.

Fundraising through the connection-based lens

When you look closely, these monthly giving best practices aren't only about recurring gifts. They reveal something much bigger about how donors stay with an organization over time — through connection to impact and a genuine sense of belonging to something larger than themselves.

When donors feel respected, seen, and truly part of the mission, they say yes more often — and they stay longer.

Here's the real opportunity

If you're thinking about investing in monthly giving because you want more consistent support, I want to gently widen the lens.

Yes, monthly giving matters. But if what you really want is steady, sustainable funding, the work goes deeper than recurring gifts.

It's major gifts.

Building major donor relationships through connection-based fundraising works every time. These supporters give consistently because someone is paying attention — and inviting them to make a difference that matters.

That's the work I love helping fundraisers do.

Q: What's the most common reason monthly donors stop giving — and what should I do about it?

It's usually not disinterest. Recurring donors give to an organization for five to ten years on average.

The number one reason they stop? Expired credit cards and failed payments.

The good news: this is entirely preventable. Run a simple report each month for cards about to expire, set alerts for failed payments, and reach out promptly when one does. And here's the key — whenever possible, have a fundraiser make that call. Not someone following up on what's "owed," but someone who can reconnect the donor to the mission.

Those calls often become something unexpected. You learn why this person has been giving for years, what the work means to them personally, and what might inspire them to go deeper. A lapsed payment handled with care can actually strengthen the relationship. Don't let an administrative glitch end a meaningful partnership.

Q: How does connection-based fundraising apply to monthly giving programs?

More closely than most people realize.

The practices that retain monthly donors — genuine stewardship, personal outreach, making donors feel like partners rather than transactions — are the same practices at the heart of connection-based fundraising. They aren't separate ideas. They're the same philosophy applied at different giving levels.

Monthly donors stay because someone is paying attention. Because the thank-you felt human, not automated. Because someone called on their giving anniversary, or sent something in the mail just to say: you matter to us.

When you build a monthly giving program the right way, you're not just creating a revenue stream. You're building the same culture of connection that grows major gifts. And the monthly donor who feels deeply seen? Often, they're the one who eventually makes the call that surprises everyone.

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Beth Ann Locke is the founder of The Fundraiser Coach and has been an embedded fundraiser for 30+ years and focused on major gifts for 20 years. She coaches major gift fundraisers and nonprofit leaders to build genuine donor relationships and secure transformational gifts. Learn more at thefundraisercoach.com.