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The sustainable nonprofit: Monthly donors require unique stewardship

June 06, 2022

Calendar_pages_GettyImages-93870456_grubleeSustaining monthly giving has grown in popularity to become one of the most reliable income sources for nonprofit and higher education advancement organizations. A new study from M+R found that in 2021, revenue from monthly giving increased by 24 percent and accounted for 22 percent of all online revenue, up from 16 percent in 2020. This special group of donors is not only committed to the organization but actively engaged in giving all year long, and this trend doesn’t appear to be slowing down.

According to the Association of Fundraising ProfessionalsFundraising Effectiveness Project, while the number of donors who gave between three and six times fell in 2021, the number of those who gave at least seven times increased—further indicating growth in monthly donors.

As a growing donor segment all their own, monthly donors require unique stewardship. They shouldn’t be on every prospect list or campaign appeal going out. Adopting five simple, straightforward strategies can help your organization cultivate, nurture, and grow monthly donors....

Read the full column article by James Werner, executive vice president of institutional advancement at Affinaquest.

(Photo credit: Getty Images/grublee)

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