If you don’t have a regular giving program in place, you’re basically playing financial Russian roulette. One month you’re rolling in donations from a big gala, and the next, you’re checking the couch cushions for spare change. A regular giving program is the hero of nonprofit sustainability. It gives you a predictable income stream, allowing you to plan ahead, fund key programs, and actually focus on your mission instead of constantly scrambling for the next big donation.
Where Do I Even Start With Building a Regular Giving Program?
Starting a regular giving program feels overwhelming, kind of like deciding to start working out after a two-year hiatus. But once you get into the groove, it becomes second nature. First things first, set up an automated email journey. Seriously, automation is your best friend here. These emails should educate potential donors, share impactful stories, and make it ridiculously easy for them to sign up.
And speaking of getting people in the door, lead generation is crucial. Use quizzes, compelling stories, or even small giveaways to capture email addresses. People love a good personality quiz. Make it something engaging, like “What Kind of Philanthropist Are You?” (Spoiler: They’re all good answers, nobody wants to be the Scrooge McDuck of charity.)
How Do You Keep Them Engaged?
Once someone commits to giving monthly, the job isn’t over, it’s just beginning. People are skeptical when it comes to charities. They want to know where their money is going, and if you don’t tell them, they’ll assume the worst (probably that the funds went straight into an office coffee budget).
Share success stories. Be transparent. Show real impact. Did you rescue Frank the Rottweiler from the streets and find him a loving home? Tell that story! Did you help a domestic violence survivor rebuild their life? Share that journey (with their consent, of course). People want to feel like their contributions are making a tangible difference.
Another pro tip: Personalise your donor communication. Send handwritten thank-you notes to big donors. Have the CEO send out personal emails. Make your donors feel valued, and they’ll stick around longer.
Where Do Nonprofits Struggle With Regular Giving Programs?
Many nonprofits struggle with two things, content and consistency. They either don’t know what to talk about, or they don’t post enough to stay top of mind. The truth is, you don’t need groundbreaking content every time, just be real and show impact.
Another mistake? Making donating feel like a chore. If signing up for a regular giving program is harder than canceling a gym membership, people won’t do it. Keep the process smooth and simple. Offer options like $10 a month (aka one less fancy coffee), $20 a month (aka skipping takeout once), or more. Make giving feel effortless.
Final Thoughts
A successful regular giving program isn’t just about getting donors, it’s about keeping them engaged. Build trust, show impact, and make them feel like part of something bigger. If you do it right, you’ll have a community of dedicated supporters funding your mission for years to come.