Recurring Donations

Since 2015, so much has changed that it's making sustainer giving much easier for donors and nonprofits. Payment platforms; donor database; smartphones; and growth in email, social media and other channels have made a huge impact.

Often, we fundraisers and direct marketers want to try something new because we were tired of it long before the donors are. We are always trying to come up with new stories, new ideas, and new approaches. But at some point, the creative juices stop flowing and we’re getting closer to burnout.

New Mastercard guidelines will change the rules for subscription payments, which include nonprofit recurring gifts, processed by the payment provider. These requirements need to be implemented by Sept. 22.

Recent donorCentrics Sustainer Benchmarking studies show that some 6% of monthly donors will make at least one extra gift a year when asked, so not asking is definitely leaving money on the table. Here's how to go about it.

Nonprofits can and should utilize special days like Valentine’s Day, Earth Day, Mother’s Day, Father’s Day, and even World Toilet Day for special giving campaigns.

In her latest blog, Erica Waasdorp begs the question: What can you do with just $1? She points out that combining those dollars will help make the giver stand tall, and that microdonations will eventually make a huge difference.

"The State of Modern Philanthropy 2022" from Classy suggested asking recurring donors to consider frequencies other than monthly. While choices are great, which frequency will ultimately result in more money for your nonprofit?

Some organizations have implemented a special monthly donor concierge. It offers a fantastic opportunity for nonprofits to build relationships with their monthly givers. Nothing is a more powerful motivator than speaking to donors and finding out why they give monthly.

There have been several discussions about subscription giving and sustainers. In my view, some aspects absolutely apply, but not all of them.

You know I’m always on the lookout for new statistics and trends. I couldn’t do my job without it and I wish there were a lot more available on recurring giving. That’s why I was really excited to read the recent Blackbaud Institute study, “Tipping Point: Aligning with Supporters in a Changing World.”