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 is how we treat them!
We hope for the first gift and then we assume assume they will be there year after year...
In reality, donors wake up wanting to help, to be partners in making a difference.
They like to know that they name a difference - supporting your mission.
Here's the truth: when fundraisers treat recurring giving as transactional, they miss the extraordinary opportunity sitting right there: 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 thought may be to start or reboot a recurring gift program.
For good reason. Monthly donors offer loyalty, steadiness of income, and long-term commitment.
A comment from one of the fundraisers in Major Gift Catalyst program prompted me to pull up my notes from a convo 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 practices.
Let’s start take a look at what Erica shared: the four essential truths about monthly giving.
Truth #1: Donors choose monthly giving because they want to make an impact
Yes— the very impact your nonprofit is making.
Some assume that if a person wanted to give monthly, they would have already signed up. "We put it at the bottom of every response device and even at the bottom of our emails,” they confide.
But the truth is, fundraisers need to make it obvious that they can be part of something extraordinary, supporting the work every day.
As fundraisers, it’s our job to guide supporters, whether through storytelling, or effective images, or by directly asking them. Hoping that a passive sentence next to a “check box” will excite them is not based in reality. It can be as simple as clearly naming the need and the difference their gift makes:
"Charity X provides housing options 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 my colleague Steven Screen says, you need to create a donor-shaped hole in the story so the donor can step through to become a solution partner.
Truth #2: The most common reason monthly donors stop giving is administrative, not emotional
When monthly donors stop giving it usually not due to disinterest.
In fact, recurring donors continue giving to an organization for 5 to 10 years on average.
Here's the #1 reason recurring donors stop giving: expired credit cards.
But it's easy solve.
Run a simple report each month for cards about to expire, and also set alerts for failed payments.
Then reach out promptly and with the intention of connection. And whenever possible, have a fundraiser make the call – someone who understands the value of connecting the supporter to the mission – not just following up on “what is owed.” Sometimes these conversations can turn into discovery moments, revealing why a donor believes so deeply in your mission.
That donor might even become more deeply connected!
Truth #3: It’s better to be thoughtful and proportional when asking for upgrades
Erica said she was often asked, “When should we ask for an increase in the monthly gift?”
Her guidance is clear:
- On timing: September is often the best time to ask for an upgrade or special gift
- On frequency of upgrade asks: If a donor has made a new commitment or upgrade in the last 8 months, it’s best to wait
When you do ask for an upgrade, aim for a 25 to 30% increase. For instance, if the recurring donor is giving $20/month → ask for an additional $4 to $7/month.
Respectful math builds trust.
Truth # 4: Steward monthly donors with care — you’re likely to retain them even longer
Don’t skimp on stewardship. Monthly donors are loyal. They feel connected. And the stewardship should reflect that.
Take time to review the following and ask monthly donor interactions and ask: Does this feel human — or transactional?
- post-purchase thank-you! pages
- the language and tone on all the automated receipts
- any new impact reports (and review any past ones you may re-send)
Erica also emphasized something simple and powerful: call to say thank you. And at least once a year, send something tangible by mail — a card, a photo, a message of appreciation.
And when offering appreciation and updates, mix it up:
- make a call on their giving anniversary
- send a handwritten card of appreciation
- text a surprise update and / or thanks
- record a short video greeting, 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 being part of a community.
When donors feel respected and understood, and that they are part of something bigger to make a difference, they say, “Yes!” more often — and they as supporters longer.
Here’s the real opportunity
If you’re thinking about investing time and resources 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 is 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 into make a difference that matters.
And that’s the work I love to help fundraisers do.
If you’re ready to move beyond tactics and build a major gift program rooted in connection, confidence, and consistency, I’d love to support you.
Hop on my calendar and let's connect to create more connection in your major gift program.
