In the ever-evolving landscape of nonprofit fundraising, creating a consistent and predictable revenue stream is everything. Monthly donors, often referred to as "sustaining donors," play a critical role in providing this stability.
Not only do monthly donors offer a steady influx of funds, but they also tend to be more engaged and loyal to your cause. Strategic email campaigns can transform one-time donors into dedicated monthly supporters, but it’s hard to figure out HOW to do it.
One of the most effective ways to cultivate monthly donors is by integrating a monthly giving option into your existing email welcome series. When a new subscriber or one-time donor joins your email list, they are already interested and invested in your cause. This is the perfect time to introduce the idea of monthly giving.
Actionable Tip: In your welcome series, include a dedicated email or just a section (see below image) that highlights the benefits of becoming a sustaining donor. Use compelling stories and data to show the impact of regular contributions. For example, "By donating just $10 a month, you can provide clean water to five families every year." Make it easy for them to opt-in by including a clear call-to-action button that directs them to your monthly donation page.
At least once a year, run a targeted email campaign aimed at converting lapsed donors, one-time donors, and subscribers into monthly givers. This campaign should be carefully crafted to resonate with each segment of your audience.
Actionable Tip: Segment your email list to tailor your messaging. For lapsed monthly donors, emphasize the renewed impact they can make by re-committing to monthly giving. For one-time donors, highlight how their continued support can make a lasting difference. For subscribers who haven't yet donated, use testimonials and success stories to illustrate the importance of sustained contributions. Incorporate urgency and exclusivity by offering special perks for those who sign up during the campaign period, such as a branded tote bag or a behind-the-scenes virtual tour.
Check out this 4-part monthly donor acquisition email series template, if you don’t feel like starting from scratch.
Once someone commits to being a monthly donor, it’s crucial to treat them with the special attention they deserve. Setting up a dedicated email welcome series for your new monthly donors can make them feel valued and appreciated, fostering long-term loyalty.
Actionable Tip: Your monthly donor welcome series should include:
By treating your monthly donors with the respect and gratitude they deserve, you not only reinforce their decision to support your nonprofit but also lay the foundation for a lasting relationship.
Acquiring monthly donors through email marketing is not just about asking for more money—it's about building a community of supporters who are deeply committed to your cause.
By upgrading your existing donors, launching targeted campaigns, and providing a personalized welcome experience, you can cultivate a loyal base of monthly donors that will provide your nonprofit with a reliable and sustainable source of revenue. Start implementing these strategies today and watch your donor base — and your impact — grow.
About KB Digital
KB Digital is a Nonprofit Email Marketing Consultancy that empowers nonprofits to amplify their impact through strategic email and SMS marketing.
About the Author
Katelyn Baughan is a passionate nonprofit email consultant dedicated to empowering organizations to harness the power of email marketing for fundraising success. With a strong background in digital fundraising, Katelyn has managed multi-million dollar campaigns for leading nonprofits, witnessing firsthand the transformative impact of strategic email communications.
Driven by her love for email marketing and its potential to inspire generosity, Katelyn founded her own consultancy, KB Digital, in 2018. This venture has allowed her to collaborate with renowned nonprofit clients such as National Geographic, The Trevor Project, UNHCR, The Cancer Research Institute, and The National Breast Cancer Foundation, while also providing the flexibility to spend more quality time with her family.
Katelyn has a B.A. in Communication from The University of Maryland and a Digital Marketing Certificate from Georgetown University. She also has certifications in email marketing from Mailchimp and Hubspot, is certified in advanced Google Analytics, Adwords, and inbound marketing from HubSpot. Through her work, Katelyn combines her passion for making a difference with her deep understanding of email marketing strategies to help nonprofits maximize their fundraising potential and achieve their missions.
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