Monthly Giving, Meet Monthly Living

Your Saturday starts with checking out Spotify then ordering groceries from Amazon Fresh. The Chewy box is delivered with food and a new toy for your dog. Later, it’s dinner from Hello Fresh and a movie on Netflix.  

Your life runs on subscriptions.  

These monthly, recurring payments are part of everyday life for consumers. People of all ages, particularly millennials and Gen Z, have embraced the simplicity, transparency, and immediate value of subscriptions. 

In recent years, businesses of all types have moved to subscription models. How many of us took to subscribing to products and services during the pandemic only to have continued that behavior thanks to its convenience and consistency?  

The subscription trend has affected what consumers want, need, and expect. This also rings true for donors. Nonprofits need to adapt so they can benefit from this loyal, stable income source.  

To grow sustainer program, nonprofits must think – and act — like modern subscription brands.  

What Is Subscription Culture and Why It Matters 

We are living in subscription culture, which is defined by its convenience, personalization, easy entry, and high perceived value. You sign up to pay a recurring price for a product or service to save money and time – and enjoy the benefits. 

Along the way, there are often bonuses, limited edition offers, or seasonal themes to keep consumers engaged and help build brand loyalty.  

This ongoing interaction is key to what makes it stick.  

Why? It’s not just about convenience — it’s psychological.  

A growing body of research shows that subscription models don’t just fulfill a need; they foster identity. According to one recent study, subscribers often develop emotional attachments to the brands or causes they support on a recurring basis.   

Subscriptions reflect who people are: The Amazon Prime members, the Peloton diehards and the FitFabFun fans. They are loyal because these brands “get them” creating an emotional membership in a lifestyle 

And that often deeply personal connection fosters profound loyalty, which is why these recurring programs can’t just be functional — they must be relational. 

The takeaway for nonprofits? These models don’t just meet a need – they build belonging. 

How Subscription Models Mirror Sustainer Giving 

Recurring giving, like monthly donations to a charity, and recurring buying, like subscriptions to service, are similar in their benefits for organizations and the convenience they offer to individuals.

Today’s donors now expect this level of ease and relevance from nonprofits.  

Fortunately, these parallels offer a guide to nonprofits on how to brand, structure, and promote a recurring giving program that is focused on long-term relationships, donor satisfaction, and ease of engagement. 

Still, many nonprofits fail to invest in recurring giving programs even though the numbers are compelling.  

Monthly donors now contribute more than 30% of digital fundraising revenue, and their loyalty often translates into advocacy and volunteerism.  

Recurring giving brings numerous benefits to nonprofits, but perhaps the most notable is donor loyalty. Two or three years after signing up for recurring giving, 90% of those donors are still with an organization.  

This means the lifetime value of a recurring donor could be more than that of an annual donor, which affects how you might steward a recurring donor. A monthly giving program is often a way for a donor to get started with an organization. They might want to test the waters and see how you treat them. So, don’t discount recurring gifts as too small. 

What does this mean? They aren’t just donors — they’re community members. 

Yet despite these benefits, many sustainer programs remain under resourced. They’re often neglected, misunderstood, or misused. 

Donor Mindset: Younger Generations Want to Belong  

Younger donors aren’t just more willing to give monthly – they are programmed for it. Gen Z and Millennials grew up with streaming services, subscription box, and memberships that deliver ongoing value, identity, and convenience.  

Paying monthly to access something they care about – a Patreon creator or a Hulu subscription – is instinctive. It’s often how they do business.  

It’s no surprise that these same individuals prefer a similar experience when giving. They want to know their impact, feel part of a movement, and engage with organizations that speak their language.  

According to research from the Blackbaud Institute, younger donors are more likely than previous generations to commit to monthly support — provided the experience is personal, frictionless, and mission driven. 

They value transparency, personalization, and community. They treat giving as part of their own identity, not just an obligation. It reflects their values, interests, and motivations. 

Nonprofits need to take note. 

As philanthropist and author Lisa Greer says in our “Go Beyond Fundraising” podcast, “It’s not about hitting them up for cash. It’s about creating real relationships — ones where donors feel seen, heard, and valued.” 

5 Lessons Nonprofits Can Steal from Subscription Giants  

What does it take to create a recurring giving program? Subscription services offer a blueprint for success:  

1. Make It Stupid Simple to Join  

Ditch the complicated forms. Use one-click giving and design for mobile first. Add digital wallet options and multiple payment methods.  

Remember, Netflix doesn’t ask for your blood type and neither should your giving form. Don’t drive donors away during the sign-up process.  

2. Name It, Brand It, Own It  

Don’t bury your recurring option on a generic donation form. Give it a name and build a landing page – think Prime, Disney, or Peloton All-Access.  

Your programs deserve their own name and look. For example, “The Hope Collective,” “Circle of Care,” or “The Monthly Movement.” 

3. Create a Members-Only Feel  

Make joining feel like a decision that matters. Offer perks like insider updates, sneak peeks to upcoming events or promotions, give away digital badges and branded thank-yous. 

The point isn’t about gifts but about giving special status and recognition for these donors – which can reinforce their sense of belonging.  

4. Personalize Everything  

Just like Netflix knows what you like, your CRM should, too.  

Segment and track by passion areas, communication preferences, or giving history. Tailor your communications to reinforce relevance and appreciation.  

Personalization builds trust and makes donors feel seen, valued, and heard. It makes the experience more engaging and keeps people excited about their donations. 

5. Build Loyalty, Not Just Retention  

Recurring giving programs aren’t just about retention of donors although that is important as it reduces the need for constant acquisition. Instead, it’s an opportunity to create loyalty.  

For example, Spotify Wrapped gives its members a roundup of their most-played songs over the course of a year. The result? A viral social sharing phenomenon thanks to Spotify members (easily) sharing their year-end wrapped results with others.  

This shows that a personalized, thoughtful experience builds loyalty, increases brand awareness, and drives engagement. 

While we aren’t all able to go viral, nonprofits should ask themselves: How can we surprise and delight sustainers each year? What milestones can we celebrate with these donors?  

Pitfalls to Avoid: Where Nonprofits Miss the Mark

Recurring giving is one of the most effective ways to build sustainable revenue, but too many nonprofits undermine their own efforts with avoidable missteps:

• Set it and forget it: Avoid this common pitfall. After a donor signs up, they often receive a generic thank-you and little else. Without a thoughtful welcome experience, that initial excitement fades fast.
• Hide the monthly giving option: Is the option buried deep within the donation form, or is it unclear what recurring support means? If donors can’t find or understand the option, they won’t choose it.
• No emotional connection: Even when donors do opt in, nonprofits often stoptelling stories, celebrating milestones, or recognizing donors as true partners in the mission. The result? Donors feel forgotten and unappreciated.
• Aggressive solicitation: Many organizations continue making repeated one-time asks of their sustainers, which can feel tone-deaf and transactional. These donors have already committed, so treat them like insiders, not an ATM. Instead, limit these asks to a few times a year, such as around key campaigns or for emergencies.
• No follow through: Finally, one of the biggest missed opportunities is not reporting back on impact. Recurring donors want to know how their support is making a difference. Without regular, meaningful updates, trust erodes, and donors may lapse.

Avoiding these pitfalls can turn a basic sustainer program into a thriving, value-driven community of loyal supporters.

Conclusion: Membership Is the New Model

The business world has been and will be at the forefront of what shapes consumer expectations. And if your nonprofit isn’t offering a recurring giving program, it can leave younger donors scratching their head because that’s how they’ve been trained to budget and to look at their expenses.

With a well-crafted recurring giving program in place, these sustainers aren’t just giving – they are joining your organization.

Monthly giving isn’t just a tactic. It’s a relationship strategy shaped by the culture of donors.

And unlike Netflix, which has viewers, your organization will have believers.

Ready to build your sustainer giving program? Our team at Allegiance Group + Pursuant is ready to help you create a program that creates meaningful relationships that inspire lifelong giving among your supporters. Connect with us today