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For nonprofits, financial stability is both critical to fulfilling mission-centric work and difficult to secure from unpredictable funding sources. Sustainable fundraising requires not only acquiring donors but also retaining their long-term support. 

Recurring donations provide predictable income that can smooth out fluctuations in seasonal giving, making them one of the most reliable revenue streams for nonprofits. While some donors welcome the idea of a long-term commitment, many fundraisers struggle to convert one-time donors into recurring supporters, but a few key tactics can make a big difference.

In this article, we’ll look at practical, field-tested tactics you can start using today to build a strong base of recurring donors and a solid financial foundation for your nonprofit.

Develop a Strategic Follow-Up Process

The first 24 to 48 hours after a donor makes a gift is a key window for you to build trust and lay the foundation for future gifts. Don’t let that time pass without reaching out to reinforce their decision to support your mission.

Using a stewardship matrix is one way to make this follow-up consistent and effective. This tool maps out exactly how and when you will communicate with donors based on gift size, giving frequency, and the stage of their relationship with your nonprofit.

Your stewardship matrix should include:

• Audience: Segment your donors (first-time donors, monthly donors, major gift donors) so you can tailor the stewardship.

• Timing: Identify specific intervals at which you will follow up, such as 48 hours after the gift, one week after, or one month after. Whatever engagement schedule you choose, make sure it’s consistent.

• Activity: Specify what you’ll do for each interval. You can make a phone call, email with an impact update, or even a handwritten note.

Adhering to this matrix manually can get overwhelming at scale. Leverage automation in your CRM to streamline this process. Many donor management systems can automatically send personalized thank-you messages, trigger actions through reminders, or schedule ongoing touchpoints.

Take a moment to assess your technology and its existing capabilities. Research additional tools or integrations if your existing tech stack can’t handle automated communications. You’ll be amazed at how easy it is to streamline stewardship without sacrificing personal touch to deepen donor relationships.

Make Monthly Giving an Easy “Yes”

Whether or not a donor opts into monthly giving can be influenced by two things: user experience and donor psychology. People are more likely to commit when the process is easy and the value of their ongoing support is clear. 

Even minor friction points (such as too many fields or an unclear ask) can cause hesitation. Given that the average nonprofit donation page sees a 50-70% abandonment rate, optimizing your form is one of the fastest ways to increase conversions. 

Here are some tips to keep visitors on your donation page and to make it easy for them to opt into recurring gifts:

• Make it easy to select a recurring gift. A toggle with “Make it a Monthly Gift!” and an explanation of the value can be effective.

• Ask for only essential information. Unnecessary fields like “How did you hear about us?” or asking for home, mobile, and office phone numbers can cause would-be donors to drop off.

• Tie suggested gift amounts to impact. Attaching each amount to a tangible outcome, such as “$25 fills a backpack for a student in need,” shows donors what they could achieve in just a few clicks.

• Add trust signals. To build confidence, showcase your organization’s commitment to protecting donor data through symbols like a payment icon or rating.

• Minimize distracting visuals. Keep the navigation clear and straightforward so donors stay focused on the form.

Once your form is optimized, test it on mobile devices and make sure it looks great. Also, check for accessibility, such as adding alt text to images and using strong color contrasts.

Leverage Social Proof and Storytelling

Fundraisers can inspire donor commitment through compelling content. If you pair facts with human stories, you’re showing donors the real-world impact of their gifts in a way they’ll treasure. In fact, marketing statistics reveal that people remember stories 22 times more than facts alone!

To effectively leverage storytelling and social proof, there are a few things you can do:

• Collect data. Reach out to anyone who has been touched by your nonprofit, including donors, volunteers, beneficiaries, or even community partners.

• Get consent to tell these stories. Be clear about where and to what extent their stories will be shared. Keep your privacy policy handy to share with concerned stakeholders.

• Turn data into a compelling story. Incorporate donor testimonials, then-and-now pictures of beneficiaries, and other impactful data into a full narrative.

• Determine which channels to use. Sharing your stories across multiple channels will reach a larger audience, but be tactful when deciding which stories to share. For example, emails are better suited for long-form text, while a video testimonial would look great on your website.

Remember, these stories can be ongoing. Follow up months later with updates on the same person or program. Ongoing storytelling keeps donors engaged and reinforces their impact, increasing the likelihood of sustained giving.

Provide Ongoing Recognition and Transparency

Ethical stewardship and communication are key to retaining recurring donors. It’s about more than making it easy to give—it’s also about making them feel valued and reminding them that their contributions are making a real difference.

Regularly thanking monthly donors, even outside campaign cycles, reinforces trust and encourages long-term loyalty.

Tactics for recognizing recurring donors include:

• Share exclusive stories or updates that highlight the ongoing impact of their gifts.

• Offer visual symbols, like a digital badge, that acknowledge donor status.

• Celebrate milestones! Recognizing giving anniversaries can enhance loyalty.

• Send handwritten notes or make phone calls to show personalized appreciation.

• Invite recurring donors to a webinar, tour of your offices, or even a virtual Q&A with your staff or, if appropriate, beneficiaries. 

Where possible, allow impact data to drive your recognition efforts. The best way to show recurring donors the importance of their support is by highlighting what your organization can achieve with their donations. Develop an impact measurement strategy that prioritizes your nonprofit’s accomplishments in light of funding from recurring donations. 

Intentional Outreach Rooted in Ethical Transparency

Converting one-time donors to recurring donors isn’t just possible, it’s almost easy when you commit to consistent, intentional outreach rooted in ethical transparency. Here are the key steps to make it happen:

• Develop a strategic follow-up process within the first two days of a gift.

• Make monthly giving an easy, frictionless choice.

• Leverage storytelling and social proof to inspire commitments.

• Prioritize ethical stewardship and ongoing, personalized communication.

Want an easy place to start? Take a look at the follow-up emails you’re sending. Look for opportunities to express appreciation or demonstrate impact. Highlight recurring giving options and ensure your messaging is personal.

Over time, you’ll begin turning one-time donors into loyal, recurring supporters and partners in the success of your mission.