Hey Reader,

A few years back, I worked alongside some of the best fundraisers in the field.

Major gift fundraisers who raised millions, worked on huge campaigns, and achieved impressive results.

My lane? Annual giving.

I enjoyed the data (of course), the broad outreach, and year-end appeals.

Every December, we’d wrap up year-end: Gifts were in, goals met, and celebrations had.

But in the quiet that followed, I kept thinking one thing:

Now what?

We had dozens, if not hundreds, of donors who had given generously. But never a plan for keeping them close.

I knew we needed to thank them, but what was the next step to actually get them to give again?

I often realized: we were sitting on so much untapped potential.

Not only in the number of donors, but in the consistency they could bring to the mission if we gave them the right reasons to donate throughout the year.

That's where recurring giving changed everything.

Why This Matters Right Now

Here's the stat that needs your attention: recurring donors have a 75% retention rate after the first year, versus 20% for new one-time donors.

When well stewarded, the average monthly donor generates close to four figures annually and has a very high lifetime value.

And January is often the perfect time to reach out to year-end donors who are still thinking about generosity.

Oftentimes, offering them a smaller, spread-out commitment over 12 months feels natural, not pushy.

The Opportunity Sitting in Your CRM

Right now, you have a list of people who already said yes. They believe in your mission enough to give once.

The question isn't whether they'll give again, it's whether you'll give them a compelling reason to.

Most nonprofits treat monthly giving like an afterthought. A checkbox. An option buried on a form.

But what if you treated it like what it actually is: an invitation to become part of something bigger than a single transaction? A chance for your donors to see themselves not as one-time supporters, but as sustaining partners in the work.

That shift from transaction to partnership changes everything. And it starts with how you frame the ask.

3 Smart Strategies to Kickstart Recurring Giving in 2026

1. Define monthly giving as a "product"

Whatever you do, don’t just add a "make it monthly" checkbox; build a program your donors can’t say no to. Start with a name, share it with your donors, and offer a clear promise.

Example: "Builders Circle: Help 5 families a month keep stable housing."

Share two to three giving options, so your team can consistently speak about the offer: "$15/month funds X, $30/month funds Y."

2. Make monthly donations frictionless

Update your main donation page so the monthly option is visually prominent and, ideally, pre-selected.

Keep fields minimal and mobile-friendly. Use recurring defaults: smaller suggested gifts, flexible terms (pause/change anytime), and reassuring confirmation language.

Allow your donors to feel in control and excited about their generosity. And never forget to thank them.

3. Prepare for a recurring giving campaign

Choose a four-week window this spring and set a bold yet achievable goal: "25 new monthly donors by April 30."

Target past donors, volunteers, and board networks.

Use 3–4 coordinated emails plus personal outreach that all share a similar story, offer specific monthly giving levels, and include social proof like "Join the first 25 founding monthly donors."

The Answer to What’s Next

You don't need a perfect plan to start, just a compelling offer and a simple path forward.

Recurring giving isn't simply a box to check. It can be the bridge between generosity and a lifetime of impact.

If you're staring down a long list of year-end donors wondering what's next, this is it.

Want help building your recurring giving program? Reply to this email and let me know where you're getting stuck. I read every response.

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