{"id":29628,"date":"2024-09-11T10:02:29","date_gmt":"2024-09-11T17:02:29","guid":{"rendered":"https:\/\/pro-migration.local\/?page_id=29628"},"modified":"2025-10-31T12:25:13","modified_gmt":"2025-10-31T19:25:13","slug":"recurring-giving-playbook","status":"publish","type":"page","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/resources\/recurring-giving-playbook\/","title":{"rendered":"Recurring Giving Playbook"},"content":{"rendered":"\n<div class=\"wp-block-group report-header container has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h1 class=\"wp-block-heading\" id=\"h-five-steps-to-build-a-multi-million-dollar-recurring-donor-program\">Five steps to build a multi-million dollar recurring donor program<\/h1>\n<\/div>\n\n\n<script>\n    (function($){\n        $(function() {\n            $('.tabs-nav a').on('click', function() {\n                let i = $(this).data('show');\n                if (!$('.tabs-container .tab[data-tab='+i+']').is(':visible')){\n                    $('.tabs-nav a').removeClass('active');\n                    $(this).addClass('active')\n                    $('.tabs-container .tab').hide();\n                    $('.tabs-container .tab[data-tab='+i+']').fadeIn('fast');\n                }\n                return false;\n            });\n\n            $('.chapter > div > *').each(function(){\n                $(this).addClass('wow animated fadeInUp')\n            });\n\n            \/\/$('.c-header__content').prepend('<h4>Jump Straight In<\/h4>');\n\n        })\n    })(jQuery); \n<\/script>\n\n<div class=\"report-chapters\">\n    <div class=\"container\">\n        <div class=\"row\">\n            <div class=\"col-3 d-lg-block d-none\">\n                <div class=\"nav-wrapper\">\n                    <ul><li><a data-wow-delay=\"0.1s\" class=\"wow animated fadeInUp step1\" href=\"#step1\"><strong>Step 1:<\/strong><br \/>Set recurring giving goals<\/a><\/li><li><a data-wow-delay=\"0.2s\" class=\"wow animated fadeInUp step2\" href=\"#step2\"><strong>Step 2:<\/strong><br \/>Identify and connect with potential recurring donors<\/a><\/li><li><a data-wow-delay=\"0.3s\" class=\"wow animated fadeInUp step3\" href=\"#step3\"><strong>Step 3:<\/strong><br \/>Communicate with potential recurring donors<\/a><\/li><li><a data-wow-delay=\"0.4s\" class=\"wow animated fadeInUp step4\" href=\"#step4\"><strong>Step 4:<\/strong><br \/>Formulate an ask for potential recurring donors<\/a><\/li><li><a data-wow-delay=\"0.5s\" class=\"wow animated fadeInUp step5\" href=\"#step5\"><strong>Step 5:<\/strong><br \/>Nurture recurring donors<\/a><\/li><li><a data-wow-delay=\"0.6s\" class=\"wow animated fadeInUp takeaways\" href=\"#takeaways\"><strong>Key Takeaways<\/strong><\/a><\/li><\/ul>                <\/div>\n            <\/div>\n            <div class=\"col-12 col-lg-9 chapter-contents\">\n                \n\n<p>In our subscription-driven economy, where services like Netflix, Spotify, and HelloFresh have become essentials of everyday life, almost everyone has signed up for a service in exchange for a monthly fee. The <a href=\"https:\/\/www.forbes.com\/sites\/cherylrobinson\/2024\/03\/09\/subscription-service-model-how-to-build-a-profitable-business\/?sh=657adf0d79d9\" target=\"_blank\" rel=\"noreferrer noopener\">micro-transactional model<\/a> allows consumers to split larger costs into smaller bite-size fees, which is no different from donating regularly to a nonprofit.<\/p>\n\n\n\n<p>Recurring giving helps combat the seasonality of fundraising. While reports show an overall decline in one-time donations, recurring has been on the rise, with revenue increasing by 6% in 2023, according to <a href=\"https:\/\/www.mrbenchmarks.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">M+R\u2019s Benchmark study<\/a>.<\/p>\n\n\n\n<p>Recurring giving is also an opportunity to deepen engagement with your most loyal donors. Often, these dedicated supporters are the ones who are most invested in your mission, giving you the opportunity to bring them into your community and make them more active participants in advancing your cause.<\/p>\n\n\n\n<p>According to the <a href=\"https:\/\/gofundme.to\/__proxy\/proinfo.gofundme.com\/rs\/673-DCU-558\/images\/why-america-gives_2022.pdf?version=0https:\/\/gofundme.to\/__proxy\/proinfo.gofundme.com\/rs\/673-DCU-558\/images\/The%20State%20of%20Modern%20Philanthropy%202023.pdf?version=0\" target=\"_blank\" rel=\"noreferrer noopener\"><em>2023 State of Modern Philanthropy<\/em><\/a>,<\/p>\n\n\n\n<div class=\"wp-block-group mb-32 image-row is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-intro-stat1-opt.png\" alt=\"\" class=\"wp-image-29555\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-intro-stat2-opt.png\" alt=\"\" class=\"wp-image-29556\"\/><\/figure>\n<\/div>\n\n\n\n<p>This playbook will include examples from organizations that have launched and grown large-scale, high-performing recurring giving programs so you, too, can grow this predictable stream of revenue.&nbsp;\u2028<\/p>\n\n\n\n<p><strong>Follow along in the downloadable workbook to jot down ideas, ask yourself questions, and consider how you can bring these strategies to life in your organization.<\/strong><\/p>\n\n\n\n<p><a class=\"c-btn-primary\" href=\"https:\/\/gofundme.to\/__proxy\/proinfo.gofundme.com\/rs\/673-DCU-558\/images\/Workbook_building_a_multi-million_dollar_recurring_donor_program.pdf?version=2\" target=\"_blank\" rel=\"noreferrer noopener\">Download workbook<\/a><\/p>\n\n\n\n<div id=\"step1\" class=\"wp-block-group chapter has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-step-1-set-recurring-giving-goals\">Step 1: Set recurring giving goals<\/h2>\n\n\n\n<p>When growing your recurring program, it&#8217;s important to set achievable goals to measure success and stretch goals to push your organization to exceed expectations. Review your current set of KPIs to ensure you\u2019re monitoring the most relevant metrics. This helps you identify program performance gaps or opportunities for growth.<\/p>\n\n\n\n<p><strong>Start by looking at metrics like:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The current number of monthly donors<\/li>\n\n\n\n<li>Average recurring gift size<\/li>\n\n\n\n<li>Monthly recurring revenue<\/li>\n\n\n\n<li>Lifetime value (the average amount a donor will give over their lifetime)<\/li>\n<\/ul>\n\n\n\n<p>Now, set goals for each of these metrics. Is your goal to increase monthly donors or increase the average gift size of your existing pool? Or both? Decide what percent of your total revenue you want to come from recurring donations and tinker with these metrics until you are able to get there.<\/p>\n\n\n\n<div class=\"wp-block-group poster-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-activate-with-gofundme-pro\">Activate with GoFundMe Pro<\/h3>\n\n\n\n<p>GoFundMe Pro&#8217;s <a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/solutions\/recurring-giving\/\" target=\"_blank\" rel=\"noreferrer noopener\">recurring donation platform<\/a> has a prebuilt dashboard that allows you to track important recurring giving metrics, including average transaction size, active recurring amount, active and failed recurring plans, and more. Use this first-party data to benchmark your own recurring performance, reconsider growth targets, and cultivate donor loyalty.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full swap-mobile\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-rgp-step1-opt.png\" alt=\"\" class=\"wp-image-29564\"\/><figcaption class=\"wp-element-caption\">Recurring giving plans dashboard in GoFundMe Pro<\/figcaption><\/figure>\n\n\n\n<p class=\"has-arrow\"><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/solutions\/recurring-giving\/\" target=\"_blank\" rel=\"noreferrer noopener\">Discover what&#8217;s possible with GoFundMe Pro<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<div id=\"step2\" class=\"wp-block-group chapter has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-step-2-identify-and-connect-with-potential-recurring-donors\">Step 2: Identify and connect with potential recurring donors<\/h2>\n\n\n\n<p>The first step in growing your recurring giving program is looking at different audience segments and identifying potential recurring <em>donors<\/em>. Then, narrow down that list and <strong>qualify<\/strong> those who are <em>most likely<\/em> to upgrade.<\/p>\n\n\n\n<p><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#252528\" class=\"has-inline-color\">Key audience segments to target:<\/mark><\/strong><\/p>\n\n\n\n<div class=\"wp-block-group group-quad is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-rgp-trgt-step1-opt.png\" alt=\"\" class=\"wp-image-29570\" style=\"width:66px\"\/><\/figure>\n\n\n\n<p><strong>Repeat donors<\/strong><\/p>\n\n\n\n<p>Anyone who has donated multiple times to your organization but has yet to create a recurring giving plan.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-rgp-trgt-step2-opt.png\" alt=\"\" class=\"wp-image-29630\" style=\"width:66px\"\/><\/figure>\n\n\n\n<p><strong>Fundraisers<\/strong><\/p>\n\n\n\n<p>Anyone who has proven commitment to your cause by raising money on your behalf.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group group-quad is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-rgp-trgt-step3-opt.png\" alt=\"\" class=\"wp-image-29628\" style=\"width:66px\"\/><\/figure>\n\n\n\n<p><strong>New donors<\/strong><\/p>\n\n\n\n<p>Anyone who has just given to your organization for the first time.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-rgp-trgt-step4-opt.png\" alt=\"\" class=\"wp-image-29629\" style=\"width:66px\"\/><\/figure>\n\n\n\n<p><strong>Event attendee<\/strong><\/p>\n\n\n\n<p>According to SOMP, 91% of event attendees are more likely to take further action with a nonprofit after a positive event experience.<\/p>\n<\/div>\n<\/div>\n\n\n\n<p>The <em>State of Modern Philanthropy<\/em> found that <strong>nearly 1\/3 of first-time donors who become recurring donors do so in the first 90 days<\/strong>. Use this perfect window of opportunity to communicate with, activate, and re-engage these donors to nurture them into lifelong supporters.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-group poster-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-activate-with-gofundme-pro-0\">Activate with GoFundMe Pro<\/h3>\n\n\n\n<p>Segmentation is the best way to identify and qualify potential recurring donors. GoFundMe Pro has prebuilt reports, such as <a href=\"https:\/\/support.classy.org\/s\/article\/intro-to-reports\" target=\"_blank\" rel=\"noreferrer noopener\">Returning One-time Donors<\/a>, or you can <a href=\"https:\/\/support.classy.org\/s\/article\/create-a-report\" target=\"_blank\" rel=\"noreferrer noopener\">create your own report<\/a> of fundraisers, event attendees, or new donors from Giving Tuesday to help you zoom in on which segments you should target. The first-party data available within GoFundMe Pro gives you a better understanding of user behavior and engagement metrics of anyone in your database, which will help further personalize interactions with them across all digital channels.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full swap-mobile\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-rgp-step2-opt.png\" alt=\"\" class=\"wp-image-29635\"\/><figcaption class=\"wp-element-caption\">Returning 1-Time Donor report in GoFundMe Pro<\/figcaption><\/figure>\n\n\n\n<p class=\"has-arrow\"><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/platform\/c\/platform\/fundraising-intelligence\/\" target=\"_blank\" rel=\"noreferrer noopener\">Explore actionable intelligence<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<div id=\"step3\" class=\"wp-block-group chapter has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-step-3-communicate-with-potential-recurring-donors\">Step 3: Communicate with potential recurring donors<\/h2>\n\n\n\n<p>Now that you have identified those who have the highest potential for upgrading to a recurring gift, it\u2019s time to start cultivating the relationships.&nbsp;<\/p>\n\n\n\n<p>This could include at least two of the following touchpoints:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Educate your audience on the impact of your recurring program,&nbsp;<\/li>\n\n\n\n<li>Provide updates on current fundraisers,&nbsp;<\/li>\n\n\n\n<li>Emphasize the impact of a previous gift,<\/li>\n\n\n\n<li>Share stories or blogs,&nbsp;<\/li>\n\n\n\n<li>Mention volunteer opportunities,<\/li>\n\n\n\n<li>Ask for feedback in a survey.<\/li>\n<\/ul>\n\n\n\n<p>Think of these touchpoints as a \u201cprimer\u201d for your monetary ask. This donor education should span across multiple channels, including your website, email, social media, and direct mail.&nbsp;<\/p>\n\n\n\n<p>Focus on establishing a meaningful connection with the potential recurring donors. The main call to action (CTA) should not be a direct ask but always include a way to make a donation to not hinder the ability to give.<\/p>\n<\/div>\n\n\n\n<div id=\"step4\" class=\"wp-block-group chapter has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-step-4-formulate-an-ask-for-potential-recurring-donors\">Step 4: Formulate an ask for potential recurring donors<\/h2>\n\n\n\n<p>You\u2019ve laid the groundwork and given your audience all the information they need to decide to become monthly donors, so now it\u2019s time to make the ask.<\/p>\n\n\n\n<p>Keep including the \u201cwhy\u201d and \u201chow\u201d in your communications: Why your organization needs recurring support and how their contributions will change the lives of those you serve. Include reminders about how easy it is to make a recurring donation and share any <strong>unique incentives<\/strong> an individual will receive as a monthly donor to your organization.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-the-tunnel-to-towers-foundation-formulates-an-ask-for-potential-recurring-donors\">How the Tunnel to Towers Foundation formulates an ask for potential recurring donors<\/h3>\n\n\n\n<p>The <a href=\"https:\/\/t2t.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tunnel to Towers Foundation\u2019s<\/a> recurring giving program informs its entire marketing strategy. In every channel Tunnel to Towers employs to drive new recurring donor acquisition\u2014broadcast, paid digital, social, PR, and direct mail\u2014the <strong>CTA is always the same: Become a recurring donor for just $11 a month<\/strong>.&nbsp;<\/p>\n\n\n\n<p>The ask is sweetened by offering recurring donors exclusive content, access to events, discounts, or free Tunnel to Towers merchandise. This is also an opportunity to deepen relationships with recurring donors and make them feel a part of the community.<\/p>\n\n\n\n<div class=\"wp-block-group quote-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><strong>It may sound obvious, but many donors would make recurring donations if you just ask.<\/strong> $11 a month is a relatively accessible amount to many Americans but makes a significant impact by sheer volume.<\/p>\n<cite><strong>Larry Olson<br><\/strong>Senior Vice President of Marketing and Communications at Tunnel to Towers<\/cite><\/blockquote>\n<\/div>\n\n\n\n<p>The message is simple, and the ask amount is accessible. For a relatively small amount of money, a donor can help pay off the mortgages of American heroes. This strategy has worked so well that almost \u00be of the Tunnel to Towers Foundation\u2019s online revenue in the past year is from recurring donations.<\/p>\n\n\n\n<script src=\"https:\/\/fast.wistia.com\/embed\/medias\/p4qii9semr.jsonp\" async><\/script>\n<div style=\"overflow: hidden; margin-bottom: 6px; border-radius: 20px;\">\n<div class=\"wistia_responsive_padding\" style=\"padding:56.25% 0 0 0;position:relative;\"><div class=\"wistia_responsive_wrapper\" style=\"height:100%;left:0;position:absolute;top:0;width:100%;\"><div class=\"wistia_embed wistia_async_p4qii9semr seo=false videoFoam=true muted=true autoPlay=true endVideoBehavior=loop\" style=\"height:100%;position:relative;width:100%\"><div class=\"wistia_swatch\" style=\"height:100%;left:0;opacity:0;overflow:hidden;position:absolute;top:0;transition:opacity 200ms;width:100%;\"><img decoding=\"async\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/p4qii9semr\/swatch\" style=\"filter:blur(5px);height:100%;object-fit:contain;width:100%;\" alt=\"\" aria-hidden=\"true\" onload=\"this.parentNode.style.opacity=1;\" \/><\/div><\/div><\/div><\/div><\/div>\n<p class=\"figcaption\">Tunnel to Towers Foundation TV ad example with $11 recurring donor program ask<\/p>\n\n\n\n<div class=\"wp-block-group poster-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-activate-with-gofundme-pro-1\">Activate with GoFundMe Pro<\/h3>\n\n\n\n<p>When communicating with and formulating an ask for potential recurring donors, provide a clear and easy path to make a monthly commitment when the time is right.&nbsp;<\/p>\n\n\n\n<p>With <a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/solutions\/donation-pages\/\" target=\"_blank\" rel=\"noreferrer noopener\">Campaign Studio<\/a>, you can set up a standalone recurring giving campaign to present a cohesive message and use it as the CTA in all of your communication streams. Pre-select monthly as the giving frequency or make it the only option. By implementing GoFundMe Pro <a href=\"https:\/\/support.classy.org\/s\/article\/source-codes\">source codes<\/a>, you can track exactly which channel a supporter came from, whether that\u2019s an email A\/B test or promotion on social media.&nbsp;<\/p>\n\n\n\n<p>Implement an <a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/solutions\/donation-forms\/\" target=\"_blank\" rel=\"noreferrer noopener\">embedded donation form<\/a> on your website homepage with both one-time and recurring donation frequencies to allow donors to complete their gifts in a simple, streamlined form. An always-available option is to implement a recurring nudge, which puts a monthly ask in front of anyone who comes through your website.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full swap-mobile\"><img decoding=\"async\" src=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2024\/09\/img-rgp-step4-opt.png\" alt=\"\" class=\"wp-image-29600\"\/><figcaption class=\"wp-element-caption\">Recurring nudge to become a monthly donor<\/figcaption><\/figure>\n\n\n\n<p class=\"has-arrow\"><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/embedded-giving\/\" target=\"_blank\" rel=\"noreferrer noopener\">Embedded giving methods to activate support<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<div id=\"step5\" class=\"wp-block-group chapter has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-step-5-nurture-recurring-donors\">Step 5: Nurture recurring donors<\/h2>\n\n\n\n<p>Once someone signs up to become a recurring donor, don\u2019t just set them and forget them. These are your most passionate donors who believe in your cause enough to donate money on a regular basis. Use this as an opportunity to welcome them into the fold and ensure they have a clear path forward to become an ingrained member of your community.&nbsp;<\/p>\n\n\n\n<p>Put in place a cohesive nurture or stewardship strategy to help reduce <strong>recurring donor churn and maximize lifetime donor value<\/strong>. A well-rounded stewardship program ideally includes a mix of the following:<\/p>\n\n\n\n<p class=\"force-ink\"><strong>The whats and hows for nurturing recurring donors<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>What:<\/strong><\/p>\n\n\n\n<p>Send emails from a real person\u2019s email address. Shockingly, <a href=\"https:\/\/www.nextafter.com\/blog\/what-you-can-learn-about-recurring-giving-communications-from-115-nonprofits\/\" target=\"_blank\" rel=\"noreferrer noopener\">only 1 in 5 organizations<\/a> do this.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>How:<\/strong><\/p>\n\n\n\n<p>Add a name and face to your recurring program communications to make them feel more personal.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>What:<\/strong><\/p>\n\n\n\n<p>Acknowledge and thank your new recurring donors.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>How:<\/strong><\/p>\n\n\n\n<p>An initial welcome and thank you should be sent within 24 hours of a donation.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>What:<\/strong><\/p>\n\n\n\n<p>Recognize and elevate recurring donors.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>How:<\/strong><\/p>\n\n\n\n<p>Spotlight donors in a newsletter or other channels. Make sure to get permission from your donors before recognizing them publicly.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>What:<\/strong><\/p>\n\n\n\n<p>Have a year-round communication plan that includes ongoing engagement. Shockingly, few organizations acknowledge recurring gifts after the first 90 days.&nbsp;<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>How:<\/strong><\/p>\n\n\n\n<p>One email can be stretched into a series. Set up an automated stewardship sequence to save on team resources.&nbsp;<br><br>Use this as an opportunity to be transparent about upcoming communications, explain the work you\u2019re doing in impact reports, extend exclusive invitations to participate in events or activities throughout the year, and conduct donor surveys.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-group indigo-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>What:<\/strong><\/p>\n\n\n\n<p>Communicate with donors who have lost or canceled cards. 24% percent of lost cards and 47% of canceled cards <a href=\"https:\/\/www.nextafter.com\/blog\/what-you-can-learn-about-recurring-giving-communications-from-115-nonprofits\/\" target=\"_blank\" rel=\"noreferrer noopener\">received no communication<\/a>.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-group what-how is-nowrap is-layout-flex wp-container-core-group-is-layout-6c531013 wp-block-group-is-layout-flex\">\n<p><strong>How:<\/strong><\/p>\n\n\n\n<p>Have a strategy in place to mitigate this type of churn or to retry payment information.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-tim-tebow-foundation-nurtures-recurring-donors\">How Tim Tebow Foundation nurtures recurring donors<\/h3>\n\n\n\n<p>After someone becomes a recurring donor to the <a href=\"https:\/\/timtebowfoundation.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Tim Tebow Foundation<\/a> (TTF), the team focuses on five immediate touchpoints:<\/p>\n\n\n\n<p>1. Thank you page<br>2. Donation receipt<br>3. Automated email introducing the TTF brand and expressing gratitude<br>4. T-shirt and welcome card<br>5. Impact story email<\/p>\n\n\n\n<p>To mitigate recurring donor churn, it utilizes GoFundMe Pro&#8217;s re-process technology around the first and 15th of every month. The first time a recurring gift fails to process, a personalized email is sent from a TTF team member\u2019s inbox, inviting them back into the recurring community and sharing how their impact is critical for the mission.&nbsp;<\/p>\n\n\n\n<p><strong>In the last 13 months, TTF has grown its recurring donor program from around 6,700 to almost 20,000 individuals. The best part? The nonprofit has achieved a recurring retention rate of 90% year-over-year.&nbsp;<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group quote-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>I often say, when a recurring donor sees the monthly TTF charge, I want their immediate feeling to be joy, gratitude, and confidence. We believe the number one thing we can do to impact donor churn is to obsess over the donor\u2019s impact by asking ourselves, <em>\u201cDo they trust that TTF is using their gift to impact the most people? Do they think of TTF and feel a sense of joy that they are part of a global mission?\u201d<\/em><\/p>\n<cite><strong>Kyle Roosen<br><\/strong>Senior Marketing &amp; Communications Director at Tim Tebow Foundation<\/cite><\/blockquote>\n<\/div>\n\n\n\n<div class=\"wp-block-group poster-box has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading\" id=\"h-activate-with-gofundme-pro-2\">Activate with GoFundMe Pro<\/h3>\n\n\n\n<p>GoFundMe Pro&#8217;s recommended reports for mitigating recurring donor churn include <strong>\u201cUpcoming Expiring Recurring Plans,\u201d \u201cFailing Recurring Giving Plans,\u201d and \u201cRecurring Plans over 1 Year.\u201d<\/strong> This robust first-party data makes it easy to identify donors who have lapsed and come back, segment and communicate with donors, and prevent churn due to lost or canceled cards.&nbsp;<\/p>\n\n\n\n<p>The recurring retry, which uses automatic logic to signal why a payment failed and whether\/when to retry, has saved GoFundMe Pro&#8217;s nonprofit customers over <strong>$1M per month in missed donation volume<\/strong>.&nbsp;<\/p>\n\n\n\n<p>With GoFundMe Pro&#8217;s <a href=\"https:\/\/support.classy.org\/s\/article\/edit-the-design-of-supporter-accounts\" target=\"_blank\" rel=\"noreferrer noopener\">Supporter Center<\/a>, <strong>your donors can manage their recurring donations through their supporter profiles independently<\/strong>. They can adjust their donation amount, pause or extend the end date of their plan, reactivate or resume a paused or canceled recurring plan, and update payment information.<\/p>\n\n\n\n<p class=\"has-arrow\"><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/platform\/donor-dashboard\/\" target=\"_blank\" rel=\"noreferrer noopener\">Manage your recurring donor base<\/a><\/p>\n<\/div>\n<\/div>\n\n\n\n<div id=\"takeaways\" class=\"wp-block-group chapter has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h2 class=\"wp-block-heading\" id=\"h-recurring-donor-program-key-takeaways\">Recurring donor program key takeaways<\/h2>\n\n\n\n<p>Now, you\u2019re ready to grow your recurring donor program. Every program is different, so do what is right for your organization and your supporters. Here are a few key takeaways to keep in mind.<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Don\u2019t wait to prioritize a recurring donor program.<\/strong> You don\u2019t need to have all the bells and whistles of a full-blown program. It could be as simple as adding a monthly option to your donation form.&nbsp;<\/li>\n\n\n\n<li><strong>Data is your friend.<\/strong> Use it to identify and qualify potential recurring donors and communicate with them effectively.&nbsp;<\/li>\n\n\n\n<li><strong>Forge relationships with potential recurring donors.<\/strong> Develop a relationship with donors and establish their trust before asking for a monetary donation.&nbsp;<\/li>\n\n\n\n<li><strong>Get creative in your communication strategy.<\/strong> Bring personalized information to your biggest supporters and convey the impact your organization makes.&nbsp;<\/li>\n\n\n\n<li><strong>Continue to nurture these relationships.<\/strong> The stewardship process starts when they sign up to become recurring supporters. Continue to communicate with them, recognizing them for their loyalty and showing them the substantial impact of their gifts.<\/li>\n<\/ol>\n\n\n\n<div class=\"wp-block-group poster-box rgp-cta-final has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h3 class=\"wp-block-heading has-text-align-center\" id=\"h-need-help-diving-into-your-own-recurring-program\">Need help diving into your own recurring program?<\/h3>\n\n\n\n<p class=\"has-text-align-center\">Reach out to your Account Manager or start a conversation with our team.<\/p>\n\n\n\n<p class=\"has-text-align-center\"><a class=\"c-btn-primary\" href=\"#\">Get in touch with the GoFundMe Pro team<\/a><\/p>\n<\/div>\n<\/div>\n\n            <\/div>\n        <\/div>\n    <\/div>\n<\/div>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Five steps to build a multi-million dollar recurring donor program<\/p>\n","protected":false},"author":107,"featured_media":0,"parent":2096,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-online-report-updated.php","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"class_list":["post-29628","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Recurring Giving Playbook | GoFundMe Pro<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/resources\/recurring-giving-playbook\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Recurring Giving Playbook | GoFundMe Pro\" 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