A Guide to Successful Non-Profit Capital Campaigns
If your organization's fundraising events have been canceled due to economic challenges or a lack of public interest, consider implementing a monthly giving program. This strategy can significantly boost your organization’s revenue while providing a reliable, convenient way for supporters to give back to the community.
While large, one-time donations are still vital, recurring giving programs offer a steady and predictable stream of income that strengthens financial stability and long-term success.
Below are tips to help you develop a successful monthly giving program:
Know Your Donor's Value
A strong monthly giving program, paired with high-dollar donors, creates a foundation for sustainable organizational strength. Recognize the value of each donor to identify areas of opportunity and growth.
Ask Empathetically
When reaching out to potential donors, be sensitive—especially in light of recent global challenges. Avoid aggressive appeals. Instead, thank your current supporters and acknowledge any hardships they may be experiencing.
Get Your Board Members On Board
Encourage your board and staff to participate actively. Consider running a friendly contest among team members to see who can bring in the most recurring donors. Then, track and analyze which outreach methods produce the best results.
Spell Out the Accomplishments
Donors want to see impact. Be specific about how contributions are used. For example: “A $15/month donation provides school supplies for one child in need.” When people understand exactly where their money goes, they’re more likely to commit.
Make Them Feel Special
Create a branded identity for your recurring donors—terms like “Champions,” “Guardians,” or “Sustainers” can reinforce a sense of belonging. For example, the American Civil Rights Union refers to their monthly donors as Guardians of Liberty and issues them special membership cards. Use your chosen donor recognition solution to honor these key supporters.
Form a Connection
Monthly donors deserve unique, personalized communications. While they should still receive regular updates, consider creating a separate communication stream just for them. Always thank them for their loyalty and let them know they’re valued.