Why Monthly Giving Is the Foundation of Modern Fundraising (And How Your Annual Report Can Support It)

Updated for 2025 | Featuring data from Nonprofit Tech for Good

Monthly Giving Isn’t a Trend—It’s the Future of Fundraising

According to Nonprofit Tech for Good’s 2025 Online Fundraising Statistics, monthly giving now accounts for 31% of all online revenue for nonprofits. For organizations that offer it, monthly donations make up 46% of their online income—nearly half.

These aren’t small numbers. This is a major shift in how donors want to give—and how nonprofits need to communicate.

The takeaway? Monthly giving is no longer just “nice to have.” It’s essential infrastructure for sustainable revenue, especially in a year of shrinking federal support and rising competition for grants.

Why Monthly Donors Are Your MVPs

Monthly donors aren’t just generous—they’re strategic. They:

• Stay longer: Monthly givers have much higher retention rates (up to 80–90%) compared to one-time donors.

• Give more over time: A $25 monthly gift becomes a $300 annual commitment—without needing 12 separate asks.

• Cost less to maintain: They’re engaged, loyal, and don’t require constant re-acquisition efforts.

• Feel more connected: Monthly giving makes people feel like part of your mission—not just someone who gives “when asked.”

In short: they’re the donors who stick, scale, and show up.

So Why Aren’t More Nonprofits Prioritizing Monthly Giving?

The same Nonprofit Tech for Good report shows that only 54% of nonprofits promote monthly giving on their website homepage. Even fewer have a clear monthly giving option in annual reports, appeals, or print materials.

That’s a missed opportunity—and it’s exactly where your annual report can help.

How Your Annual Report Can Grow Your Monthly Donor Base

Your annual impact report isn’t just a look back—it’s a powerful tool to drive future engagement.

Here’s how to make sure it does more than sit on a shelf:

1. Highlight Monthly Giving Impact—Visually and Often

Don’t just mention your “recurring donors” once in a list of giving tiers. Show what their support made possible.

✅ Add a monthly giving spotlight section:

“Over 300 monthly donors sustained our food delivery program all year long—providing 1,800 meals to families in need.”

✅ Use icons, pull quotes, or infographics to make it skimmable and memorable.

2. Tell Stories From Real Monthly Donors

Data is powerful—but stories drive action.

Include a quote or profile from a donor who gives monthly. Why do they give? What do they feel connected to? What impact have they seen?

🎯 Pro tip: Pair donor stories with stories of the people they’ve helped to show both sides of the impact.

3. Position Monthly Giving as a Clear Next Step

End your report with more than a generic “Donate Now.”

Make it intentional:

“Want to make your impact go further in 2025? Join our community of monthly donors and help us plan, grow, and serve—every month of the year.”

Include a QR code or link to your monthly giving page. Make it easy and frictionless.

4. Feature Monthly Giving in the Financials

If monthly donations made up a meaningful part of your revenue, show it clearly in your financial summary.

Use a pie chart or bar graph with a labeled “Monthly Giving” slice to make it stand out.

📊 Remember: visuals = trust and clarity.

5. Thank Monthly Donors Authentically

Consider a dedicated “sustainers” section in your acknowledgments.

“We’re especially grateful to our recurring donors who help us plan for the future with confidence.”

This simple gesture goes a long way in retaining your most reliable supporters.

Final Thoughts

Your annual report should do more than inform—it should inspire. And few strategies are more future-proof than monthly giving.

As donor behaviors evolve and nonprofit funding models shift, consistent, loyal support is the currency of resilience. Your report is a prime opportunity to lift up that model, celebrate the donors already giving monthly, and invite others to join.

Show them what’s possible—month after month.

👀 Data Source: All statistics in this post are from Nonprofit Tech for Good’s 2025 Online Fundraising Statistics.