Single gifts were the whole model. We designed a recurring tier ladder, an upgrade ask at month three, and a win-back path for cancelled plans.
The organisation raised well in December and worried from January. Monthly giving existed as a checkbox on the donation form — no tier, no story, no follow-up once the plan started.
Because nobody owned the recurring programme, cancellations were noticed at the end of a quarter, by which time the donor had moved on.
Three monthly tiers priced against real programme costs, so a donor can see what their amount funds each month.
Month three is when a recurring donor is most engaged. We built an impact report and one upgrade ask into that moment, and nowhere else.
Failed payments and cancellations now trigger a same-week human follow-up instead of a quarterly report nobody acted on.
Monthly donation volume grew tenfold and now covers a predictable share of operating cost. January is a planning month rather than a recovery month.
Bring us your goals and current numbers — we'll show you what a program like this could look like for you.