Monthly giving is a fantastic way to get steady financial support for your cause, but the key to drawing donors to your monthly giving program lies in creating a compelling offer.
How do you create an offer that motivates people to give regularly?
This post reveals the components of a monthly giving offer that is not only appealing but irresistible.
Building a monthly giving offer that donors can’t refuse
Each part of your offer should make potential donors understand why their recurring contribution matters, and make them feel good about giving.
1. Be clear about how a recurring gift will help
Your value proposition needs to be crystal clear. Donors should know exactly how their monthly contributions make a real difference. It’s not about vague promises.
Make it about specific outcomes and stories.
What problem do you solve, and how do you solve it?
Share real stories: Tell the tale of a child who gets to stay in school because of the donations or highlight a community now enjoying clean water.
Show the long-term impact: Describe how consistent funding helps your organization plan big projects for the future and respond fast when needs arise.
2. Explain the urgency of a gift
Nonprofits must also highlight the impact of regular contributions to convey urgency for monthly donations.
By committing monthly, donors provide a steady stream of funds that allows the organization to plan and execute essential programs without interruption. This consistent support means more children receive meals, more trees are planted, or more shelter is provided.
It’s crucial to emphasize that each month a donor waits, vital efforts risk stalling. Monthly contributions ensure the nonprofit can act swiftly in emergencies and sustain long-term projects. By giving regularly, donors become partners in creating lasting change.
You can also spur donations by using limited-time matching gift offers. This tactic highlights urgency, encouraging donors to act quickly to double their impact.
Inform potential donors that their contribution, made within the specified timeframe, will unlock matching funds. This time-sensitive opportunity fosters a sense of immediacy, motivating donors to give now rather than later.
3. Make your pitch emotional
People give with their hearts, not their heads. Storytelling’s power lies in its ability to forge a strong connection between donors and your cause.
Share vivid stories that resonate emotionally, highlighting real lives transformed by donations. Use visuals like photos and videos to make the impact real, showing the faces and places their contributions support.
Personalize your approach by making donors feel like they’re part of a family or movement, something greater than themselves.
Use words like “we” and “us” to foster a sense of unity and shared purpose.
4. Tell the donor what’s in it for them
When asking donors to commit to a monthly gift, highlight the tangible benefits they gain. This can reinforce their psychological motivations to give.
Emphasize convenience—monthly giving is hassle-free, with automatic contributions making participation easy and consistent.
Stress the sense of belonging they will feel by joining a community of committed supporters, united in a shared passion for the cause.
Illustrate how their steady support makes them crucial allies in driving meaningful change, standing shoulder to shoulder with others who care deeply.
Let donors know what they will receive in exchange for their gifts. These “benefits” typically include recognition for the donor or regular communications from your nonprofit.
5 benefit ideas for your monthly giving program
- Impact reports
- Offer monthly or quarterly impact reports exclusive to monthly donors, detailing how their contributions are making a difference.
- Behind-the-scenes content
- Provide access to videos showcasing behind-the-scenes footage of your projects, interviews with key figures, and stories of beneficiaries.
- Monthly donor newsletter
- Create a special newsletter for monthly donors, featuring updates, success stories, and exclusive interviews.
- Invitations to special events
- Invite monthly donors to exclusive events such as webinars, Q&A sessions with the Executive Director, or virtual tours of project sites.
- Recognition on the website
- Feature the names of monthly donors on a dedicated page of your website, or create a digital wall of appreciation.
5. Give donors easy product choices
Present different donation levels to potential monthly donors. It will make them feel like they are choosing a simple product.
By categorizing donations, you provide clear options that cater to different financial capabilities, encouraging participation at various levels. This strategy simplifies decision-making for donors, creating a sense of control and purpose.
Presenting tiered options also helps to communicate the impact of each donation level. When donors see how their contributions fit into a larger plan, they’re more likely to commit long-term, ensuring steady support for your cause
Consider setting up a handful of product tiers to attract donors of varying means.
Examples:
- Basic Tier:$10/month can provide clean drinking water for a family in need.
- Mid-Tier: $25/month can help supply school kits for 10 children, giving them access to essential education tools.
- Premium Tier: $50/month can support healthcare services for a rural clinic, ensuring that hundreds of people receive the medical care they need.
6. Provide social proof
Social proof is a powerful tool for encouraging monthly donations.
When potential donors see testimonials from others who’ve already committed, they’re more likely to follow suit.
Consider publishing a “Founders” list of your first monthly givers on your website or annual report. This shows gratitude and builds a sense of belonging for early supporters.
Displaying the current number of monthly donors can also create a compelling sense of community and urgency. It sends the message: “Join us. You’re in good company.”
People want to be part of something successful and impactful, and seeing that others have already committed makes them more inclined to act and contribute.
7. Let donors know what to expect
When donors know what to expect, they’re more likely to give. Clearly outline how often they’ll hear from you.
This transparency builds trust.
Let them know there’s a dedicated support person ready to help. Provide clear ways to contact your team for any questions about their donation.
By doing this, you make donors feel like partners on a shared mission.
8. Hit them with a strong call to action
To close your monthly giving ask, use a strong call to action that demands attention.
Encourage donors to act now with clear and commanding language.
Words like “join” create a sense of immediate belonging and urgency. You’re inviting them to be part of something bigger. Don’t just ask them to consider giving—urge them to commit.
Make it clear that their contribution makes a real difference. Use active verbs to stir action, like “support,” “build,” and “transform.”
This approach doesn’t just appeal for help; it invites participation in a meaningful cause.
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9. Make signup easy
If signing up is too complicated, people will give up. Ensure that your online donation process is straightforward and user-friendly.
People are more likely to donate if it only takes a few clicks. An intuitive system means fewer abandoned donations and more funds for your cause.
Check out these resources on how to optimize your donation page for monthly donation conversions:
How to remove fundraising roadblocks: 12 effective donation page traits
9 Key Elements to Include on Your Donation Form to Maximize Monthly Donations
Sharing your offer
Spread your fundraising appeal far and wide across all your marketing channels.
Promote it on social media, where your message can reach countless eyes with every post and share.
Send heartfelt letters that connect personally, reminding recipients why recurring support matters.
Use emails to reach people directly, catching them where they are most engaged.
Don’t forget to showcase your monthly giving offer on your website. A dedicated landing page can inspire action, making it easy for people to get involved.
Each channel offers a unique chance to touch hearts and drive support. Go out there and make it happen.
For some inspiration, check out a sample monthly giving offer below.
Example monthly giving offer from a school foundation
Dear [Donor’s Name],
I hope this letter finds you well. As a valued member of our community, you have witnessed firsthand the impact that quality education can have on young lives. At [School Name] Foundation, we are committed to ensuring that every student receives the resources and opportunities they need to succeed.
Thanks to generous supporters like you, we have been able to enhance learning experiences through scholarship programs, advanced technology in classrooms, and extracurricular activities that enrich our students’ education. Let me share with you the story of [Child’s Name], a student who has been profoundly affected by your generosity.
Meet [Child’s Name]:
[Child’s Name] is a vibrant and determined [age]-year-old with a passion for learning. Before receiving support from the foundation, [he/she/they] faced challenges in accessing the tools needed for success. Due to financial constraints at home, simple necessities like school supplies and access to extracurricular activities were out of reach.
Through the foundation’s support, [Child’s Name] was provided with a [mention any specific program or scholarship], which allowed [him/her/them] not only to excel academically but also to participate in the [mention extracurricular or program], where [he/she/they] discovered a talent for [mention activity or subject]. Today, [Child’s Name] is thriving and dreams of becoming a [mention aspiration].
Your support has made stories like [Child’s Name]’s possible, and there are countless other students waiting for the chance to shine.
Today, I am reaching out to invite you to take your support to the next level by joining our Monthly Giving Program, the [Name of Monthly Giving Program]. This commitment provides us with the steady, reliable funding necessary to plan and implement long-term projects that have a profound impact on our students and community. Furthermore, it enables us to respond swiftly to unexpected challenges, ensuring that no child’s education is disrupted when needs arise.
Even more exciting, thanks to a generous donor, every new monthly donation will be matched dollar-for-dollar for the first three months, doubling the impact of your gift.
How Your Monthly Gift Makes a Difference:
- $25/month (matched to $50) provides essential classroom supplies for teachers.
- $50/month (matched to $100) supports a student’s participation in educational field trips.
- $100/month (matched to $200) funds after-school tutoring sessions for students in need.
Benefits for Donors:
- Exclusive Updates: Receive monthly newsletters with firsthand stories of impact and invitations to special events.
- Recognition: Acknowledgment in our annual report and on our donor appreciation wall.
- Community Connection: Build a lasting relationship with a community of like-minded individuals dedicated to education.
Others like you are giving:
“Being a part of the [School Name] Foundation’s Monthly Giving Program has been truly rewarding. Knowing that my contributions are actively making a difference and hearing stories like [Child’s Name]’s fills me with pride and hope for our community’s future. I highly encourage anyone considering becoming a monthly donor to take the leap and join this transformative movement.”
— [Testimonial Donor’s Name], Monthly Donor
Your monthly donation will not only change lives daily but will also empower our foundation to forecast and strategize for significant projects, all while maintaining the flexibility to address immediate needs as they arise.
To join [Name of Monthly Giving Program] and take advantage of this matching gift offer, donor benefits, and be part of an inspiring community, please visit [Website URL] or contact our office at [Phone Number]. Your generosity is the key to unlocking a brighter future for all our students.
Thank you for considering this meaningful partnership. Together, we can continue to make a difference—one student at a time.
Warm regards,
[Your Full Name]
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