For many nonprofits, there comes a point when growth slows. Fundraising feels harder. Outreach starts to stall. You’re doing the work, but the results aren’t what they used to be.
It’s not just you.
According to the 2025 Nonprofit Acceleration Report from Community Boost, nearly half of nonprofits expect only modest growth this year. That’s not a bad thing, given the current economic and political uncertainties, but it points to something meaningful. Many organizations are stuck in maintenance mode, not growth mode.
And yet, some are thriving.
The Standout Difference: Recurring Donor Programs
The data makes it clear: nonprofits with effective loyalty programs (like monthly giving or memberships) are significantly more likely to hit or exceed their fundraising goals.
Let’s look at the numbers:
- 64.22% of nonprofits that exceeded their fundraising goals had a successful loyalty program.
- Only 26.23% of those that fell short had one.
- 64.29% of nonprofits that don’t track recurring donor data don’t have a loyalty program.
It’s not enough to offer a recurring donor program. A successful program requires intentional donor engagement and tracking.
Why Recurring Donor Programs Work
Of course, recurring donations offer your nonprofit predictable revenue. That means less scrambling and more planning. But there’s more to it than steady income.
A well-run recurring donor program creates deeper connections with donors. People are more likely to give again if they feel part of a movement or community, not just reacting to another fundraising email. Think of the lifetime value of a donor who gives $10 (or more) a month for decades versus a donor who gives $1,000 one time. Not to mention the priceless value of their advocacy and word of mouth marketing to their family, friends, and community.
Plus, it’s more efficient. Retaining a donor costs less than acquiring a new one. When time and budget are already stretched (as the report confirms), that’s a big deal.
Why More Organizations Don’t Have One
Even though loyalty programs show strong results:
- 41% of nonprofits say they need to improve theirs
- 10% still don’t have one at all.
Common barriers include:
- Not enough time to plan and run a program
- Not enough budget to invest in tools or marketing
- Uncertainty about what actually works
- No data about current donors
But the organizations seeing real returns aren’t necessarily the biggest or best-funded. They’re the ones that are focused.
What It Looks Like in Practice
Here’s a real quote from the report:
“We spent $300 on direct mail to lapsed donors and raised over $35,000.”
I love this because it shows that you don’t need to spend a ton of money or time to re-engage the people who already care about your mission. Sometimes, it’s just a matter of reminding them that you’re still here and using impact storytelling that feels personal and timely.
Small investments can bring exponential results, when you’re intentional and authentic when engaging supporters.
How to Start (or Improve) Your Recurring Donor Program
You don’t need a big team or fancy software to get started. But you do need a clear offer, a smooth donation experience, and a plan to keep donors engaged.
Here are simple, proven steps:
Make It Easy to Join
- Use a donation platform that supports monthly giving (like Donorbox, Classy, or Givebutter).
- Add a “Make this a monthly gift” checkbox on all donation forms. Don’t make people hunt for it.
- Keep the form short. Too many fields = fewer signups.
- Make sure the form is easy to fill out on mobile devices.
Give the Program a Name
People want to feel like they’re part of something. Here are some examples: The Spring (Charity: Water), Faithful Friends (Lutheran Social Services), Changemakers Circle, Sustainer Society, etc. A name gives your program identity and makes it easier to promote and remember.
Show the Impact of Monthly Giving
Be specific: “$25/month feeds Annie and her family for a week” is more powerful than “support our work.” Use visuals if you can, including simple graphics, engaging photos, short videos, or real quotes from beneficiaries. And update the message regularly. For example, “Your support this year has fed 120 families.”
Make a Simple Launch Campaign
Send an email series (2–3 emails) explaining:
- Why you’re starting the program
- How the program works
- What the impact will be if donors participate
- Incentives for donors (program tours, volunteer opportunities, lunch with the ED)
- Include stories or testimonials from existing donors (if available)
- Consider a launch goal (e.g., “Help us reach 100 monthly donors by [date]”)
Thank and Recognize Members
Send a personalized thank-you right after sign-up (a short video is great, even if it’s from a phone). Plan to send monthly donors exclusive updates or content at least once a quarter. Add personalized recognition options like “Member since [year]” in emails or direct mail. Acknowledge donor anniversaries and ensure re-engagement.
Focus on Connection, Not Flash
Most donors aren’t looking for bells and whistles. They want:
- A cause they believe in
- Clear communication
- A sense that they’re helping in a meaningful way
The Step Too Many Skip: Tracking What Matters
If you’re not tracking who stays and who leaves, you’re flying blind. One of the most overlooked but powerful steps in building a recurring donor program is tracking donor data. You can’t improve retention if you don’t measure it. Tracking lets you see:
- How many monthly donors are staying for 3, 6, 12 months or longer
- How or if recurring donors increase their monthly spending YOY
- When people drop off the recurring list
- Which campaigns or channels bring in the most loyal supporters
With this info, you can make small changes that lead to big improvements, like adjusting your follow-up timing or improving your welcome email.
Tracking also makes it easier to:
- Personalize updates (“You’ve helped fund X over the last 6 months”)
- Celebrate anniversaries or milestones
- Spot trends in donor interest or engagement.
- Uncover volunteer or other engagement opportunities
If you’re serious about monthly giving, you need to be just as serious about tracking. It’s important to know what’s working, fix what’s not, and treat every donor like they matter because they do.
Start Today
Most nonprofits are doing good work. But the ones that are growing the fastest aren’t just working harder. They’re creating systems that make growth easier.
A strong recurring donor program is one of those systems.
If you’re feeling stuck or simply want to reduce the stress of unpredictable fundraising, this is one area that’s worth the time to improve.
You don’t need to reinvent your entire strategy. Just start by looking at how you could keep your donors engaged and what you could do to turn one-time gifts into lasting support.
Because the nonprofits that thrive in 2025 won’t wait for donors to come back. They’re giving them a reason to stay.
And if you need help building a brand and donor experience that inspires trust, engagement, and long-term support, I’d love to talk. Schedule a discovery call to learn more.
