From One-Time Donations to Recurring Donors: How to Get Their Continued Support
Turning One-Time Donors Into Long-Term Supporters
When you’re raising money for a nonprofit—or any cause—getting people to donate is often the biggest challenge. Beyond that, most organizations are seeking ongoing support, not just a single gift. Building relationships with donors is essential to long-term success.
Fundraising has always been a complex and delicate process. While there are many potential funding sources available, identifying the right ones—and knowing how to nurture them—can be difficult. The good news is that with the right approach, you can encourage donors to return and continue supporting your mission.
Appreciate the One-Time Donation
Every donation should be treated as if it’s the only one you’ll ever receive. Genuine appreciation builds trust—while gratitude that feels like a quick lead-in to another ask can push donors away.
Key principles to follow:
Slow down and avoid appearing desperate
Show sincere appreciation without immediately asking for more
Treat every donation equally
A $500 gift deserves the same gratitude as a $5,000 corporate donation. This mindset naturally encourages repeat giving far more effectively than aggressive follow-ups.
Make Ongoing Giving Easy
People are far more likely to act when something is simple and convenient. When a donor makes a one-time contribution, give them an easy option to:
Continue supporting your organization, or
Convert their gift into a recurring donation
Avoid unnecessary steps or complexity. The easier it is to give, the more likely donors are to return—and to give again in the future.
Do You Really Need Recurring Donors?
The short answer is yes—you absolutely do.
Recurring donations provide:
A more stable and predictable cash flow
Less pressure on donors to remember monthly giving
Fewer repeated donation requests
Automatic contributions make life easier for donors and reduce administrative effort for your organization. You can learn more about setting up a monthly giving program to support long-term sustainability.
Recurring donors offer your nonprofit security and consistency that one-time gifts simply can’t provide.
Add Some Hype to Get Donors Excited
Another effective way to encourage recurring giving is to publicly celebrate your donors.
Recognition tools and solutions from Donor Signs help nonprofits make supporters feel valued and empowered. Options include:
Plaques
Other donor recognition displays
When donors feel important and appreciated, they’re more likely to remember your organization—and to keep giving. Creating excitement around donor recognition strengthens loyalty and builds lasting relationships.