At Brick Factory, we develop and manage digital programs for a range of nonprofits. Naturally, one of the primary goals for our clients is to raise more money online. We have found that building a strong recurring online giving program is one of the most effective ways for a nonprofit to boost donation revenue.
Here’s why recurring giving should be a core part of your digital strategy:
- The average recurring donor contributes $949.19 annually, with an average monthly gift of $79.10. (source)
- The retention rate, measuring those who continue to give year over year, is 78% for recurring donors, compared to 38% for one-time donors. (source)
- It is estimated that 31% of all online fundraising revenue comes from monthly giving. (source)
Despite the impact, many nonprofits treat recurring giving as an afterthought, tucking it away on donation forms without much promotion. We have found that launching a well-branded recurring giving program can significantly enhance donor acquisition and retention.
The most successful programs feature creative names, clear benefits, and meaningful recognition. Below are 10 recurring giving programs worth checking out for inspiration.
1. charity: water – The Spring
charity: water’s recurring program, The Spring, positions monthly donors as part of a global movement to end the water crisis. Members get exclusive video updates from the field, and stories and statistics that show the impact their donation is making. The program branding feels like joining a club—with attractive visuals and a welcome video from the founder.
2. International Rescue Committee – Rescue Collective
The IRC’s Rescue Collective invites supporters to stand with refugees and displaced families affected by humanitarian crises. Members receive a welcome kit with a membership card, quarterly impact updates, and access to exclusive events. The program features three giving tiers—Partner, Leader, and Changemaker—that offer different perks based on the amount donated.
3. Glacier National Park Conservancy – Friends of Glacier
The Friends of Glacier program offers donors meaningful incentives, including store discounts, a sticker, an exclusive newsletter, and invitations to special events. The program also builds a connection by including benefits that encourage supporters to visit the park.
4. Giraffe Conservation Foundation – Adopt-a-Giraffe
Through Adopt-a-Giraffe, monthly donors are able to choose from a series of giraffes with unique names that they can symbolically adopt. Once a giraffe is chosen, supporters receive an adoption certificate along with regular updates on their chosen animal. Higher-tier donors receive additional rewards like art prints and t-shirts.
5. The Adventure Project – The Collective
The Collective invites monthly donors to support entrepreneurs working to end poverty by creating jobs. Members receive monthly impact updates and a welcome gift of a candle and soap, handmade in Brooklyn. Testimonials from current members help build a sense of shared purpose.
6. Doctors Without Borders – Field Partners
Field Partners is Doctors Without Borders’ recurring giving program, highlighting the critical role of consistent monthly support in responding to global health emergencies. Members receive exclusive event invites and a subscription to the organization’s quarterly magazine. The name reinforces a direct connection to frontline work, positioning the program as essential to their mission.
7. Habitat for Humanity – Habitat HopeBuilder
Habitat for Humanity’s Habitat HopeBuilder program invites monthly donors to be part of a dedicated group committed to helping families needing safe, affordable housing. Recurring donors receive fewer fundraising emails, a subscription to Habitat magazine, and an annual thank-you gift in December.
8. American Red Cross – Champions
The Champions program is the Red Cross’s recurring donor club, celebrating monthly givers as everyday heroes. New members receive a lapel pin and a welcome gift. Donors can choose where their support goes—Disaster Relief, Local Programs, Blood Services, or wherever it’s needed most—giving them control over where their money goes.
9. World Wildlife Fund – WWF Heroes
WWF’s Heroes program offers members a quarterly magazine, annual calendar, and exclusive email updates. The program’s landing page features member testimonials and detailed FAQs to build transparency and trust. With identity-driven branding, Heroes fosters a strong sense of loyalty—making donors feel like true protectors of the planet.
10. Rainforest Trust – Conservation Heroes
Conservation Heroes receive an exclusive quarterly newsletter and an annual certificate recognizing the number of acres they helped protect. The certificate is a strong example of how nonprofits can communicate impact—reinforcing donor value and encouraging long-term retention.
Takeaway
The best recurring donor programs focus on demonstrating impact and making users feel like a part of the nonprofit’s mission. Whether you emphasize community, perks, or storytelling, naming your program and offering unique incentives can help turn one-time donors into lifelong supporters.
Want help designing a recurring giving program with a compelling identity? Contact us to brainstorm ideas.