The Nonprofit’s Guide to Building a Recurring Revenue Machine (That Actually Works)

Let’s be real: If your “monthly giving program” is just a hidden tab on your donation page, you’re leaving predictable funding—and loyal advocates—on the table.

I sat down with Dana Snyder, author of The Monthly Giving Mastermind, to crack the code on turning one-time donors into lifelong supporters. Here’s the bold truth about why recurring giving isn’t optional anymore—and how to do it right.

Why Your Nonprofit Needs a Subscription Mindset

We live in a world where people happily pay $15/month for Spotify but hesitate to give $10/month to your mission. The difference? Experience.

Dana dropped this truth bomb:

“Your donors aren’t just giving monthly—they’re joining a movement. Treat them like members, not ATMs.”

The Fix? Stop calling it a “monthly giving program.” Instead:
✅ Name it (e.g., The Matriarchy, The Hope Movement)
✅ Brand it (dedicated landing page, bold visuals)
✅ Productize it (assign a budget, owner, and KPIs)

Example: The Tim Tebow Foundation saw a 4.5X ROI on Facebook ads by positioning their program as The Night to Shine Squad—not just another donation ask.

The 3 Deadly Sins of Recurring Giving (And How to Fix Them)

  1. Sin #1: Ghosting Your Donors

    • What happens: They sign up…then hear crickets.

    • The fix: Send a 4.5-email welcome series (ending with a “Happy 1-Month Anniversary” note).

  2. Sin #2: Begging for More

    • What happens: You spam sustainers with GivingTuesday appeals.

    • The fix: Repurpose their role: “Share this campaign with 3 friends—you’re our best ambassador!”

  3. Sin #3: Fear of Tech

    • What happens: You avoid ads because “organic works fine.”

    • The fix: Test $100/month on Meta Ads (targeting lookalike audiences of your happiest donors).

Pro Tips From the Frontlines

  • Swag That Works: Send a surprise gift at month 3 (not upfront)—Dressember donors get a branded crossbody bag after a year.

  • Cold Audiences Can Convert: One org grew from 6,500 to 20,000 sustainers in a year using Facebook ads.

  • AI Won’t Save You: Dana’s team caught ChatGPT faking 80% of grant sources—human strategy still rules.

Your Next Move

  1. Audit your current program: Is it transactional or transformational? Get help to add another $50-$100k in new funding in my fundraising program, The Club, here. 

  2. Grab Dana’s book (The Monthly Giving Mastermind)—it’s your step-by-step playbook.

  3. Listen to the full convo on the Purpose & Profit Club® Podcast.

Bottom line: Recurring donors aren’t just funding your mission—they’re your most powerful marketers. Stop treating them like an afterthought.

Christina Edwards