b'Giving That LastsHow to build a recurring gift programby Scott HolthausMany ministries and rescue missions are feelingwith their most loyal donors, several other groups often financial pressure right now. Budgets are tighter. Donorrespond just as well when invited thoughtfully.attention is harder to earn. And while one-time gifts stillConsider beginning with the following supporters:matter, they often arrive unevenly and make long-termLoyal and repeat donors. Supporters who have given planning difficult. multiple times already understand your mission and Recurring giving offers a steadier path forward. Whenhave demonstrated trust over time.your supporters choose to give regularly, you gainRecent donors. Donors who have given within the predictability and relationships have more time to grow.past several months still have a fresh connection to But recurring giving does not happen automatically. Ityour work, which often makes a recurring invitation takes intention, clarity, and care. feel timely.Here are seven practical steps to build a recurringIrregular repeat givers. Supporters who give oc-giving program that serves both your mission and thecasionally, even in smaller amounts, are showing people who support it. ongoing interest. Recurring giving can provide a clear and consistent way for them to stay involved.Step 1: Start with a clear reason why Lapsed long-term supporters. Donors who were once Before changing your donation pages or sending outcommitted but have not given recently may still feel new appeals, pause and get aligned as a team. aligned with your mission. A thoughtful invitation can reopen the door to continued support.Why does recurring giving matter for your ministryHighly engaged individuals. People who regularly at-right now? Are you looking to stabilize monthly revenue,tend events, interact with emails, or engage with your better support ongoing programs, or reduce reliancecontent are actively signaling interest and curiosity.on seasonal fundraising? Getting clear on the purposeVolunteers. Those who give their time often feel a helps shape every decision that follows. deep sense of ownership in the mission and may be It also helps to define what success looks like earlyopen to supporting it financially when invited with care.on. That might mean growing monthly recurring revenue,Starting with these groups helps ensure recurring welcoming a certain number of new recurring donors, orgiving feels like a natural next step in an existing relation-improving retention among existing supporters. Clearship rather than a sudden or transactional ask.goals give your team something concrete to work toward and make progress easier to measure. Step 3: Design the program to feel simpleand invitingStep 2: Identify the right supporters A recurring giving program should feel easy to under-Once your goals are clear, the next step is deciding whostand and easy to join.to invite into recurring giving. While many ministries startStart by choosing a program name that reflects your mission and helps donors feel like they are joining a citygatenetwork.org 26'