b'shared effort. Then, set giving levels based on realEmail is often a strong starting point, especially when donor data. Reviewing your average gift size can helpmessages are personalized and focused on impact. you choose monthly amounts that feel accessible ratherDirect mail can be effective for certain audiences, par-than intimidating. ticularly when paired with clear next steps. Social media Pay close attention to the donation experience itself.and digital ads help reinforce visibility and reach new Donation pages should be mobile-friendly, straight- supporters, especially during key giving seasons.forward, and clear about how recurring gifts supportAcross every channel, gratitude matters. Donors are your work. When donors can quickly see the impact ofmore open to recurring giving when they feel appre- ongoing support, they are more likely to stay engaged. ciated and valued, not pressured.Step 4: Make recurring giving easy to find Step 6: Care for recurring donors from theEven the best program will struggle if supporters very beginningcannot find it. The moment someone signs up for recurring giving is an Make sure recurring giving is clearly visible on yourimportant relationship milestone.main donation page. Consider creating a dedicatedReach out quickly to thank them and welcome them landing page that explains how the program works, into the program. A simple welcome series can help why it matters, and how donors can manage their giftsreinforce their decision, introduce your mission more over time. deeply, and show how their ongoing support makesClarity builds confidence. When donors understanda difference.what they are committing to and how it fits into yourOver time, look for ways to personalize communi-mission, they are more likely to say yes. cation. Celebrate giving anniversaries. Share stories connected to their interests. Offer behind-the-scenes Step 5: Invite supporters through updates when possible. These small touches help familiar channels recurring donors feel known and connected.Once your program is ready, begin inviting supporters It is also important to address practical issues early. to participate, but do so in ways that feel natural Payment failures happen, but clear communication and and respectful. easy resolution options can prevent frustration and unnecessary churn.Strategy, SimplifiedSix steps to establish a recurring giving programCLARIFY THE PURPOSE MAKE IT EASY TO FINDBe clear about why recurring giving matters for Highlight recurring giving on your donation pages your mission and what success looks like. and create a dedicated landing page.START WITH ENGAGED SUPPORTERS STEWARD WITH CAREInvite donors and volunteers who already feelThank donors quickly, personalize communication, connected to your work. and recognize milestones.KEEP THE EXPERIENCE SIMPLE REVIEW AND REFINE OVER TIMEChoose clear giving levels, a meaningful programTrack key metrics and make thoughtful improve-name, and an easy donation process. ments as you learn.Recurring giving grows best when it is treated as a relationship built over time.Start small, stay attentive, and let consistency do its work.27 INSTIGATE|January/February|2026'