When it comes to fundraising goals, many nonprofits get caught up in landing “the big fish.” These are donors that NFPs look to for large, one-time donations during a specific fundraiser or other event.

Sometimes, it’s not even an individual, but a sole government agency or foundation that offers the promise of one large grant or endowment. These “big fish,” certainly have an important role to play when it comes to funding your operations, projects and growth. Smaller donations and regularly recurring gifts, however, should also remain an integral part of your NFP’s funding plans.

Regular and Predictable Income

Recruiting recurring donors, in particular, should become a key focus of your nonprofit’s fundraising, because regular monthly gifts can become a reliable source of income for your nonprofit.  According to Network for Good’s infographic on recurring donors, 44% of their donations come from recurring donations, and these gifts equal 42% more over the course of the year, than the average one-time gift!

Recurring Gifts Increase Donor Connection 

Engaging with your donors is key to retaining them and their financial support. Making it easy for them to give monthly via automatic deduction or credit card payment increases the convenience to your donor, plus it keeps the conversation going between you and your supporter. When you communicate with a recurring donor, you no longer have to be so consumed about gaining their financial support. You can, instead, focus on the impact that their donation is making in the community and how much their contributions are advancing your mission.

Lower Fundraising Costs

Another key benefit on recruiting monthly donors is the fact that it costs much less to retain this donor than to go out and locate and convince a new supporter to donate and otherwise support your cause.  In addition to lowering your marketing costs, it also saves administrative costs, and reduce your need for direct mail ads and lower your cost of postage!

Make Monthly Giving an Option 

Many NFPs shy away from creating a recurring donor program because they worry it will involve a lot of extra work, and that something will get lost in the details. Recruiting recurring donors however, is as easy as making it an option on your donations page.

Show the Impact of Recurring Gifts at Different Levels

To encourage supporters to give regularly, include an emotional appeal just as you would during a regular fundraiser. Keep your message clear, concise and simple, but don’t forget to demonstrate the impact of what a monthly gift can achieve in your service community.

Offer several options so that donors can commit to regular giving at different levels, and reassure donors that they aren’t “locked in,” that they can postpone or discontinue regular giving at any time.

Invite Recurring Donors to ‘Join’ Your Tribe

Monthly gifts have the power to do some “heavy lifting” for your nonprofit’s fundraising goals, so let your recurring donors know just how special they are for pitching in to help your NFP accomplish its goals. Use your monthly donations program to create a community for these special donors. Offer recognition and other perks for those who offer to give on a recurring basis to encourage greater support for your fundraising efforts.