Monthly Giving Program Examples: Top 20 Large Recurring Giving Programs

Making a difference in the world often starts small.

And small to midsize nonprofits can learn a lot from large monthly giving programs. Can small nonprofits find success with monthly giving? Absolutely!

Sure, big organizations have the power to make significant changes, but they didn’t get there overnight.

They’ve learned valuable lessons along the way, and they offer a wealth of inspiration for small nonprofits ready to grow.

In this guide, we’ll highlight a collection of top 20 large monthly giving program examples.

These programs can provide inspiration and practical guidance for nonprofits looking to start or expand their own recurring donation initiatives.

From creative marketing strategies to smart donor communications, these leading programs have plenty to teach us about the art of monthly giving.

Let’s dive into these case studies and start finding ways to supercharge your nonprofit’s monthly giving program.

20 monthly giving programs for inspiration

For small nonprofits looking to establish or enhance their monthly giving programs, finding inspiration from successful large organizations can be invaluable.

In this section, we will explore 20 large monthly giving programs that can serve as a source of motivation and ideas.

In each example below I’ll spotlight one idea or tactic your nonprofit can use to help you enroll more monthly givers.

You can use these takeaways for a quick self-audit to brainstorm improvements to your own program, and I’ve created a quick custom Google Sheet template to help you do just that. Simply make a copy, and it’s yours to use!

1. UNICEF USA

UNICEF USA is the United States’ counterpart of UNICEF, a global organization that works to protect and improve the lives of children by providing health care, nutrition, education, and emergency relief to children in over 190 countries and territories.

Through fundraising, advocacy, and public outreach, UNICEF USA aims to mobilize support and resources to address the most pressing issues affecting children worldwide.

UNICEF USA’s monthly giving program, called the “Global Guardians,” allows donors to make a monthly contribution that goes towards providing lifesaving supplies to children in need around the world.

Create a dedicated landing page

If you’re looking to boost your monthly giving program, creating a dedicated landing page can help you drive better results.

UNICEF USA has created a special page on its website to promote its monthly giving program.

You can find this page by navigating through a “ways to give” page the organization provides, another smart website element.

Your monthly giving landing page should include the following elements:

• A compelling headline
• The impacts of gifts made on your community
• The benefits of joining
• Social proof demonstrating others have joined the program
• A simple call-to-action button that leads the donor to give monthly

💡Pro tip: Monthly giving is one of the most effective ways to avoid fundraising burnout on your team. If you’re concerned about managing recurring donations or keeping up with monthly donor accounts, 4aGoodCause makes it easy. See how it works.

2. American Red Cross

The American Red Cross is a well-known organization that provides humanitarian aid and support to people in need.

Supporters of the American Red Cross can become a “Red Cross Champion” if they contribute on a monthly basis.

Answer frequently asked questions (FAQ)

Including a FAQ for your monthly giving program is essential.

It provides clear and concise answers to common questions about the program, allowing potential donors to quickly find the information they need. This saves time for your donors, leading to a smoother donation process.

The American Red Cross answers its most common recurring giving program questions directly on the page for the program. This includes when cards are charged, who to contact if donors have questions or need assistance, and what documents donors will have for tax purposes.

By addressing common concerns upfront, a well-structured FAQ instills trust and confidence in potential donors, increasing the likelihood of their participation.

3. World Wildlife Fund

The World Wildlife Fund (WWF) is a global organization dedicated to protecting the environment and conserving nature. Founded in 1961, WWF works tirelessly to safeguard the planet’s most vulnerable species and ecosystems.

The World Wildlife Fund’s monthly giving program, “WWF Heroes,” allows donors to help protect endangered animals by making a monthly contribution towards their conservation efforts. When you join at $85/month or greater you can become a “Partner in Conservation.“

Offer incentives for joining

By providing incentives, such as exclusive content or special recognition, you enhance the value proposition for new monthly donors, encouraging them to make a recurring commitment.

WWF offers numerous benefits and incentives to enroll as a recurring giver. For monthly donors that give less than $85/month (WWF Heroes) WWF offers monthly donors:

• Quarterly World Wildlife magazine
• Annual WWF calendar
• Exclusive member updates via email that share how you are conserving nature

WWF offers more incentives to give at higher levels, incentives to join their Partners in Conservation group. These include:

• Personal staff liaisons
• Invitations to conservation webinars, calls, and events
• Insider newsletters
• Special recognition

Keep in mind, you don’t have to deliver expensive physical goods as a reward to your monthly givers. Think of things that cost you little money like a special email newsletter or a once-a-quarter Zoom call with your recurring supporters. It doesn’t have to be expensive—but it should be exclusive.

For example: A school foundation we worked with at 4aGoodCause with decided to allow monthly givers to sit up front at every school performance for example. That’s a great way to honor your monthly supporters.

4. Doctors Without Borders

Doctors Without Borders, also known as Médecins Sans Frontières (MSF), is a renowned international humanitarian organization that provides medical assistance and aid to people in need, regardless of their race, religion, or political affiliations.

Doctors Without Borders ask its donors to become “Field Partners” by giving monthly, a regular donation that allows the organization to better prepare for any future emergencies or crises they may face.

Demonstrate the impact of a monthly gift

To effectively drive and accept more monthly donations, it is crucial to clearly communicate the impact of the gift.

By conveying the direct and tangible outcomes that result from these contributions, potential donors can better understand the significance of their support.

Doctors Without Borders aligns various donation amounts with the impact it can make on the communities they serve.

• $15/month can purchase treatment for 17 children suffering from malaria.
• $30/month can purchase a month of lifesaving therapeutic food to treat a severely malnourished child.
• $50/month can purchase a month of clean water for 40 refugee families.
• $100/month can purchase medication to prevent and treat life-threatening hemorrhages in 187 mothers.

I love the use of the word “can” in these examples.

Doctors Without Borders is not communicating that they will use the gifts specifically for these purposes. They are simply demonstrating how the donor “can” make a difference.

Unsure of what specific examples you can provide to a potential monthly donor? Then just communicate generally about how a gift will be used and what impact the donor can make on your community.

📚 Read more: Attract monthly donors

5. Habitat for Humanity

Habitat for Humanity is an international nonprofit organization that focuses on addressing the global housing crisis. Their mission is to provide decent and affordable housing to those in need.

Habitat for Humanity’s monthly giving program, “Hope Builders,” allows donors to support the organization’s mission to provide affordable housing to families in need through the generosity of their donor base.

Create a sense of community

By fostering a strong bond among supporters, the likelihood of sustained financial contributions increases substantially.

Habitat for Humanity uses great copywriting to emphasize the community aspect of its monthly giving program. They ask donors to “join our most committed group of Habitat supporters.”

They say “Habitat Hope Builders are a special group of our most valued partners.”

Use this type of language in your monthly giving asks. Then follow through on actually building your community through regular communication, such as newsletters and social media updates, that highlight the impact of donations and showcase the collective efforts of the community.

Additionally, hosting virtual or in-person events where supporters can connect and share their experiences further strengthens the sense of belonging. By emphasizing the shared goals and values of the community, individuals are more likely to feel compelled to contribute regularly, resulting in healthy retention rates.

🏆 Success story: This college raised $187K via one campaign with 4aGoodCause.

6. Smile Train

Smile Train is a non-profit organization that provides free cleft lip and palate surgeries to children in need.

Their monthly giving program allows donors to contribute a fixed amount each month, ensuring a steady stream of funds for their vital work. These donors become “Frequent Smilers.“ (Isn’t that such a clever program name?)

Name your monthly giving program

Naming and branding your monthly giving program creates a distinct and memorable identity for your initiative, making it easier for supporters to recognize and remember.

A strong name and brand can also convey the purpose and impact of your program, attracting potential donors who align with your cause.

While all of the nonprofits in this guide have named their program, my favorite, by far, is this one: Frequent Smilers.

It ‘s clever and perfectly aligns with the outcome of their mission. Their current donor community knows that, by joining the Frequent Smiler Club, they are producing smiles for children every month.

If your organization has not been able to think of a good name for your monthly giving program, check out this list. You can always ask donors to “Become a Sustainer”, something simple that signifies they will be providing ongoing support.

7. American Heart Association

The American Heart Association (AHA) is a prominent organization dedicated to promoting cardiovascular health and reducing the impact of heart disease and stroke in the United States.

By choosing to give monthly, supporters can have a lasting impact on the fight against heart disease and stroke.

Use compelling stories

Facts and statistics alone do not attract donors. It is the people, places, and things you help and their stories that truly capture their attention. Specifically, it is the story of one individual at a particular moment that resonates with them.

When we present the larger issues or problems that our nonprofits are working to solve, we can overwhelm our donors. But if we break down those problems and personalize them by focusing on a person or an individual issue—and highlight the impact that one donor can make—then our audience will feel that their individual contribution truly matters.

The American Heart Association does a great job of storytelling by sharing stories of heart attack survivors. A story like Gail’s puts a personal face on the important work of the AHA. Potential donors get an opportunity to put themselves or their loved ones in Gail’s shoes.

The call to action from the AHA to “Help families like Gail’s” then asks donors to support the nonprofit’s efforts to create future life-saving stories.

Sharing stories of the individuals or communities impacted by your organization’s work brings authenticity and relevance to your mission. Can you think of a story of one to share with your potential donors?

📚 Read more: Storytelling for Nonprofits: A Streamlined Approach to Gathering Impact Stories

8. The Nature Conservancy

Established in 1951, The Nature Conservancy has been dedicated to protecting and preserving the Earth’s most critical natural resources.

The Nature Conservancy’s monthly giving program invites a person that believes in a greener planet to become a “Conservation Champion” and make an ongoing impact on the world.

Highlight the convenience of a monthly gift for the donor

Highlighting the convenience of a monthly gift serves as a powerful motivator for donors to consider contributing on a monthly basis vs. one-time gifts. By opting for recurring financial support, donors can effortlessly contribute to their favorite cause without the need for frequent reminders or manual transactions.

This hassle-free approach to giving benefits nonprofits and donors alike: It allows donors to have a consistent impact and helps organizations plan for the future more effectively. It is important your nonprofit spotlight how easy it is to support you monthly.

I love how direct the Nature Conservancy is on its monthly giving page. They indicate a monthly gift is “The Most Effective Way to Give” because the gifts are easy, flexible, and efficient.

Your nonprofit might also add how easy, financially, it is to get started by suggesting a small starter gift level that has a low barrier to entry.

9. St. Jude Children’s Research Hospital

St. Jude Children’s Research Hospital is a famous medical facility located in Memphis, Tennessee. It is dedicated to treating and curing catastrophic diseases in children, primarily cancer.

St. Jude Children’s Research Hospital’s monthly giving program, “Partners in Hope,” allows donors to provide ongoing support for children battling cancer and other life-threatening diseases.

Make it easy to enroll

Simple, easy donation pages generate more donations. When the donation process is straightforward and user-friendly, it encourages potential donors to contribute.

Plus, when the donation form emphasizes a monthly donation, that intention to give turns into recurring support for the cause and can encourage prospective one-time donors to become recurring givers.

St. Jude Research Hospital has a donation page that is easy to use, compelling in its message and imagery, and puts monthly giving in the spotlight. Monthly is the default option for St. Jude donors with a low barrier suggestion of $25 per month.

How does your donation page stack up? Check it against our best practices for monthly donation forms for nonprofits.

10. Save the Children

Through their programs and initiatives, Save the Children has positively impacted the lives of millions of children, making them a leading force in the fight for children’s rights globally.

Donors that contribute monthly to Save the Children join “Team Tomorrow,“ a community of passionate supporters working to better the lives of children around the world.

Harness the power of video

Video can be an effective tool to drive monthly donations. Video content has the ability to capture and hold the attention of viewers, making it more likely that they will engage with the message being conveyed.

By utilizing the persuasive power of video, you can encourage and inspire potential givers to make regular monthly donations.

In the video above, Save the Children does a wonderful job of defining why a monthly gift is needed, how they are making an impact with their work, and how a monthly gift will make a bigger difference to those they support.

Does your video have to be as polished as the one from Save the Children? Absolutely not.

Not every nonprofit team has the means to hire professional videographers with fancy equipment.

However, in this era of smartphones, with a few useful tips, you can still create high-quality, heartfelt videos on your own.

See our guide on how to create a great nonprofit video (on a budget).

11. SOS Children’s Villages

With over 70 years of experience, SOS Children’s Villages has established a network of Villages in over 130 countries, where trained caregivers ensure that each child receives the care and support they need to thrive.

Their monthly giving program, “SOS Village Sponsors,” allows donors to contribute a set amount each month to support a specific child in need.

Make monthly giving a primary fundraising focus

By prioritizing recurring donors, you can reduce the amount of time spent pursuing new donors and establish a more stable and trustworthy source of funding for your nonprofit organization.

There are two primary call-to-action items on the SOS Children’s Villages website: Donate and Sponsor.

• The Donate option takes you to a donation page where a monthly gift is the recommended gift option.
• The Sponsor choice gives a donor the ability to enroll as a child sponsor at $35 per month.

At every turn, SOS Children’s Villages pushes potential donors toward making a monthly gift.

The child sponsorship program is a perfect fit for monthly giving. By offering a personal connection between donors and the children they sponsor, SOS Children’s Villages has created a strong sense of community and long-term commitment among its supporters.

💡 Learn more: How can you emphasize monthly donations at your nonprofit? Read How to increase monthly donations to learn more, and then dig into how to benchmark monthly giving to successfully monitor your progress over time.

12. International Rescue Committee

The International Rescue Committee (IRC) is a nonprofit organization that provides aid and assistance to individuals and communities affected by conflict or disaster.

A monthly donation to IRC offers essential help throughout the entire year, delivering consistent and reliable support to families in need.

Define what sets your organization apart

Highlighting unique qualities is crucial in standing out from the many other organizations a donor can support.

The International Rescue Committee uses part of its monthly giving landing page to stress “what sets the IRC apart as an organization.”

They define who they are by making four value statements.

• We go where needed
• We always put people first
• We build community
• We adapt our programs

Think of these as promises they are making to a monthly donor. These are the qualities that make their organization successful in their work. This builds trust and credibility with donors.

A good way to make this even more effective is to have existing donors or past program participants state what sets you apart. Be sure to include this on your monthly giving landing page.

13. Boys & Girls Clubs of America

With a network of over 4,600 clubs across the United States, the Boys & Girls Clubs of America offers a wide range of programs and activities that aim to enhance the lives of children and teenagers.

The monthly giving program of the Boys & Girls Clubs of America, known as the Great Futures Club, enables donors to contribute to the organization’s mission of creating a secure and encouraging space for children to develop and thrive.

Offer multiple donation levels

By providing different giving levels, potential recurring donors are more likely to find a level that aligns with their budget and values, increasing the likelihood of their continued support.

And as I’ve discussed before, multiple donation levels also provide an opportunity to showcase the real-life impact of each level, highlighting the tangible benefits of monthly giving to your organization.

The Boys & Girls Clubs of America offers multiple giving suggestions for a monthly gift on its website.

These range from $20 to $250 per month and are associated with an impact the donor can make at each level.

If you’re a 4aGoodCause client, our suggested monthly gift levels are $10, $25, $35, $50, and $100. Our average monthly gift is $54 per month. (This is one of the exciting benefits of a monthly giving fundraising strategy!)

🤯 Did you know? You don’t need to work harder to raise more. The average monthly donor gives $648 per year with the 4aGoodCause platform. Learn how the 4aGC Monthly Giving Toolkit helps you build a loyal base of recurring donors who are passionate about your cause, or try our monthly giving fundraising calculator.

14. Oxfam International

Oxfam International is a global organization dedicated to tackling poverty and inequality. Their mission is to create lasting solutions by addressing the root causes of poverty, advocating for social justice, and promoting sustainable development.

The Oxfam Partners program consists of generous individuals who donate on a monthly basis. These individuals firmly believe that the struggle to eliminate inequality, poverty, and injustice will not be resolved instantaneously.

Provide regular updates

Regular communication is crucial for retaining your current monthly donors.

By consistently providing them with timely and relevant information, organizations can practice good donor stewardship, keeping donors engaged and committed to their cause. These updates can include impact reports, success stories, and upcoming events or initiatives.

Oxfam International promises to keep monthly donors posted on their work by sending quarterly Impact updates and their OxfamCloseup magazine.

In addition to emails that donors receive, these quarterly publications are in-depth explorations of the issues Oxfam is working on and the impact their donors are having.

Small nonprofits don’t typically have the budget to send splashy print updates to donors, but donor relationships are certainly a good place to invest.

New donor acquisition can cost 50-100% more than donor retention. Evaluate how often you communicate with your monthly donors, what you communicate, and the methods of contact.

📚 Read on: Check out How to retain monthly donors for more guidance on monthly donor retention.

15. Charity Water

Charity Water is a nonprofit that focuses on providing clean and safe drinking water to people in developing countries. Their mission is to bring sustainable solutions to communities that lack access to clean water, improving their health, education, and overall quality of life.

Donors that join The Spring, Charity Water’s monthly giving community, help bring clean water to families around the world each and every month.

Welcome new monthly givers with simple and sincere gratitude

Never underestimate the power of gratitude and appreciation.

Consider sending personalized thank-you notes, organizing donor appreciation events, or even featuring them in your organization’s publications. Make them feel like an integral part of your mission.

This is exactly the type of welcome employed by Charity Water for its monthly donors.

When I enrolled as a monthly donor, I received a welcome email from their founder, Scott Harrison. This email was sent in addition to my first donation receipt.

It included a short thank-you video showing appreciation for my gift and letting me know what to expect as a monthly giver. They have followed this welcome with regular email updates on the work they do on my behalf. These updates always thank me for my recurring gift. That solidifies my support.

How are you saying thank you to your monthly donors? Here are a few creative ways to say thanks.

⭐️ Ready to make fundraising easier? Imagine stress-free fundraising with reliable monthly gifts. 4aGoodCause makes it simple to get started with our Monthly Giving Toolkit.

16. The Michael J. Fox Foundation

With a mission to accelerate the development of a cure, the Michael J. Fox Foundation plays a crucial role in advancing scientific knowledge and providing support to those affected by Parkinson’s disease.

The Pipeline, the Michael J. Fox Foundation monthly giving program, is a valuable initiative that allows individuals to make regular contributions to support the Michael J. Fox Foundation’s mission of finding a cure for Parkinson’s disease.

Host exclusive events

Host exclusive events for your recurring donors to show appreciation and strengthen their commitment.

One of the perks of joining the Michael J. Fox Foundation monthly giving program is special invites to conversations with MJFF leadership and research staff. These meetings are an opportunity for staff to communicate with donors on the progress of their research to cure Parkinson’s disease and to thank donors for their support to conduct that research.

By organizing special gatherings, you can foster a sense of exclusivity and make your supporters feel valued.

You could host exclusive networking events, allowing recurring donors to connect with like-minded individuals and build meaningful relationships, or appreciation luncheons. Another option is to organize educational workshops or seminars, offering valuable insights and knowledge to recurring donors based on your work.

17. Heifer International

Heifer International aims to alleviate poverty and hunger by providing livestock and training to families in need across more than 20 countries.

Donors that join their monthly giving community, Friends of Heifer, join a group of engaged and impactful advocates creating a real and noticeable impact globally.

Leverage social proof

Heifer International uses social proof by showing potential donors how large a community they can join.

On their website, they ask visitors to “Join our community of more than 100,000 supporters dedicated to Heifer’s work.”

That is an impressive number and lends legitimacy and popularity to their program.

When potential donors see that others have already pledged their support, it creates a sense of validation and credibility.

It reassures them that their contributions will make a difference and that the organization is worthy of their ongoing support.

Just starting out and don’t have a lot of monthly donors? Don’t worry, in our next example, we’ll show a way you can leverage social proof with as little as one monthly giver.

18. Alex’s Lemonade Stand Foundation for Childhood Cancer

Founded in 2005, Alex’s Lemonade Stand Foundation for Childhood Cancer was inspired by a courageous young girl named Alex Scott, who started a lemonade stand to help other kids fighting cancer. Since its inception, the foundation has raised millions of dollars!

The One Cup at a Time monthly giving program is a community of their supporters working to safer treatments and cures for all childhood cancers through their monthly contributions.

Highlight donor testimonials

Highlighting donor testimonials is a powerful strategy to encourage recurring donations.

Alex’s Lemonade Stand Foundation for Childhood Cancer has a monthly donation landing page that prominently displays the testimonials of recurring donors. They applaud their members by stating, “Our members are making a difference, one cup at a time.”

By showcasing real stories, experiences, and joy from passionate donors, organizations can build trust and credibility with potential supporters. Highlight the benefits of why so many nonprofit donors prefer to give monthly to encourage adoption.

This approach appeals to the emotions of prospective donors, making them more likely to engage and contribute on a regular basis. And featuring monthly donors can inspire annual donors to convert!

Ask your first monthly givers if they would be willing to share why they give. Then place those quotes on your website and other materials. That can become your first bit of social proof to inspire others to give.

📚Read more: See our exact process (with templates) for how to gather stories of impact for your nonprofit.

19. ASPCA

The American Society for the Prevention of Cruelty to Animals (ASPCA) is a well-respected organization dedicated to the protection and welfare of animals in the United States. The ASPCA actively advocates for stronger animal protection laws and educates the public about responsible pet ownership.

A regular monthly gift is the easiest, most efficient way to fight cruelty and make a difference for animals all year long. Monthly givers to the ASPCA are called ASPCA Guardians.

Provide great customer service

Monthly giving customer service is a vital aspect of maintaining strong relationships with donors.

The ASPCA makes it very simple for donors to acquire help. They have a 1-800 number that donors can call with any question or update to their recurring giving.

By offering exceptional customer service to monthly givers, organizations can ensure that these valued supporters feel appreciated and stay giving for longer terms. Promptly addressing inquiries, resolving issues efficiently, and providing regular updates on the impact of their contributions are essential elements of effective monthly giving customer service.

Designate someone in your organization to be the point person for common monthly giving inquiries such as updating or canceling monthly giving subscriptions. Handling questions and issues keeps donors happy and their subscriptions going.

20. PAN Foundation

The PAN Foundation is a nonprofit organization that provides financial assistance to people with chronic or life-threatening illnesses.

The foundation asks supporters to “Be a GEM” and help people in need afford their medication each and every month.

Express urgency

The PAN Foundation donation page appeal states the following:

“Treatment can’t wait when you have a serious health condition. But delaying or going without medical care because of cost is the reality for millions of Americans. Your monthly gifts offer people hope by assisting with their out-of-pocket costs.”

This helps potential donors know that donations are not just needed, but needed now.

By highlighting the time-sensitive nature of the cause, potential donors are more likely to take immediate action.

Are you creating urgency in your donation page appeals?

🛠️ Free tool: Instantly calculate how raising your donation page’s conversion rate can generate more revenue for your nonprofit: Nonprofit Donation Page Conversion Rate Calculator

Use these monthly giving program tips in your nonprofit

These top 20 large monthly giving programs can serve as a source of inspiration for small nonprofits, but I know firsthand implementing the inspiration is easier said than done.

But what if your small team could raise more, all while stressing less about the process, technology, and planning it takes to run a successful monthly giving program?

It’s possible with 4aGoodCause, our easy-to-use donor CRM and fundraising software solution that makes it easy for you and your team to run fundraising campaigns, along with starting and growing your monthly giving program.

And your organization can’t afford to miss out on a monthly giving option. Why?

• A typical monthly donor’s lifetime value (LTV) is around $7,604 on average.
• The average monthly donor gives $648 per year with the 4aGoodCause platform.
• We’ve found that the 4aGoodCause’s monthly giving average is $54 per month. (The 2024 M+R Benchmarks Study mentions the average recurring monthly donation for nonprofits is $24.)
• Recurring givers have retention rates up to 90%. This is huge.

It’s time to turn one-time donations into lasting revenue and relationships.