Over the past decade, recurring donations have evolved from a “nice-to-have” nonprofit side hustle into, for many, the most significant form of fundraising.

From implementing a solid recurring-giving program to reviewing patterns in donor behavior, there are several ways your nonprofit can use tried-and-true trends to make more successful fundraising appeals. Backed by recurring donation trends, your team can make informed decisions that lead to stronger donor relationships and expand its supporter base to unlock sustainable revenue.

In this guide, we’ll unpack the most important recurring donation trends, what they mean for your nonprofit, and how to act on them.

1. Recurring Giving is Rapidly Increasing

According to CharityEngine’s recurring giving statistics, 57% of donors are enrolled in a recurring giving program, up from 46% the previous year. Additionally, monthly giving accounts for 31% of all online revenue, up from 27% the previous year.

This surge represents a significant shift: recurring giving is becoming a more mainstream way to donate, particularly due to the acceptance of modern subscription models, such as:

  • Music streaming (i.e., Spotify or Apple Music)
  • TV shows and movies (i.e., Netflix or Peacock)
  • Meal-kit delivery services (i.e., HelloFresh or Blue Apron)

As donors grow more accustomed to subscription models in every aspect of their lives, monthly giving feels intuitive and convenient. But beyond ease, it also fosters deeper donor commitment. Regular contributions build an ongoing relationship with your mission, encouraging loyalty and long-term engagement.

What does this mean for your nonprofit?

In an era where subscription models are widely considered the norm, donors are more likely to opt for the ease, predictability, and emotional investment of monthly giving. A strong recurring donor program can turn one-time donors into lifelong supporters.

The takeaway: Make recurring giving your default option on donation forms. Add language to explain the lasting impact of sustained giving and frame monthly giving as the most effective way to help.

2. Donors Prefer Monthly Giving Options

Fundraising statistics show that recurring donors prefer to give according to these frequencies:

  • 94% prefer to give monthly
  • 3% prefer to give weekly
  • 2% prefer to give annually
  • 1% prefer to give quarterly

Why does the vast majority of recurring donors prefer to give monthly? Monthly giving is set it and forget it. It aligns with the way people budget, resembles existing subscriptions, and eliminates the human error that causes missed payments. It’s not intrusive, and over time, the gifts can really add up to create a significant cumulative donation.

What does this mean for your nonprofit?

When you align your asks with donors’ preferred giving methods, you improve satisfaction and retention while removing barriers to generosity. Monthly giving programs also allow donors to choose how, how much, and how often they want to give. This ownership helps them feel invested in your mission.

The takeaway: Ensure your donors have choices and that you’re making it easy to give. Consider a branded name for your program to create a sense of community and deepen engagement.

3. Digital Convenience is a Must

Did you know that prioritizing a positive user experience can increase conversion rates by up to 400%?

The world is digital, and convenience is now expected in all areas of life. Donors want fast, seamless, mobile-friendly experiences that look just like their favorite e-commerce platforms (think Venmo or Apple Pay). A clunky user experience, slow load times, or even confusing steps all give your donor a reason to ditch.

This trend is especially important as nonprofits embrace the shift toward AI-enhanced solutions that simplify digital engagement.

What does this mean for your nonprofit?

The nonprofit space is crowded, with many needs and voices vying for the same commitment. Not to mention, there are numerous ways for donors to support nonprofit causes, from matching gifts to volunteerism to event participation.

Your donor’s giving experience must be effortless, and recurring donations must stand out as an easy yet impactful way to give. Prioritize mobile optimization, auto-filled fields, and a quick toggle for recurring gifts. Removing hurdles will yield better results.

The takeaway: Audit your processes regularly to ensure there’s no friction. Invest in technology that offers a smooth and intuitive giving journey, especially for recurring donors who need things to run like clockwork after they commit.

4. Marketing and Personalization Boost Retention

Getting Attention’s marketing statistics offer insights into several telling facts about personalization:

  • Segmenting digital campaigns produces up to 760% more revenue compared to non-segmented campaigns
  • 72% of people report that they’ll only engage with personalized messages.
  • Emails with personalized subject lines are 26% more likely to be opened.

Retention hinges on more than a recurring payment. It requires ongoing engagement, recognition, and relevance. Personalization makes donors feel seen and appreciated, and helps them feel emotionally invested in your cause.

What does this mean for your nonprofit?

Your fundraising team needs to pay attention to this data! They can only secure sustainable, ongoing revenue if they prioritize retention. After all, it’s expensive to acquire new donors—it’s more cost-effective to build long-term relationships using personalized outreach.

The takeaway: Use donor data to segment and personalize your communications. Thank donors by name and reference previous gifts. Tailor appeals based on what you’ve learned about them.

The numbers don’t lie: sustained giving is growing, donor expectations are shifting toward digital ease, and nonprofits that embrace personalization are reaping the rewards. When your nonprofit taps into the massive fundraising potential offered by recurring gifts, you can raise the support needed to maximize your impact.