Why Subscription Giving is the Fundraising Trend to Watch in 2025
At The Philanthropy Place, we’ve got our ear to the ground and our hearts in the donor file. And here’s what we know: monthly giving isn’t just a nice-to-have anymore — it’s one of the most powerful tools nonprofits can use to boost donor retention and create consistent impact.
So...what’s “subscription giving,” exactly?
Think of it like Netflix, but make it nonprofit. Donors opt into giving on a monthly basis — usually a smaller amount — that adds up over time. And nonprofits get predictable revenue, deeper donor relationships, and fewer sleepless nights refreshing their year-end numbers.
Why it works right now
We’re living in the golden age of subscriptions. From coffee to contact lenses, people are used to getting good things on autopilot. So when your nonprofit offers a way to make an impact with the same ease as ordering toilet paper from Amazon, that’s a win for everyone.
Plus, in a world where attention spans are short and inboxes are overflowing, monthly giving cuts through the noise. It's not about chasing a one-time donation — it's about cultivating a long-term relationship.
The donor psychology behind it
Monthly donors aren’t just more loyal — they feel more connected. Giving becomes a habit, a part of their identity, a little monthly act of good that sparks joy. And once someone’s in, they’re likely to stay. In fact, monthly donors tend to have much higher retention rates than one-time givers.
How to bring this trend into your own fundraising strategy
1) Make it easy: Your donation form should be mobile-friendly, super clear, and default to monthly giving.
2) Name your program: Give it some brand personality (Think: “Hope Circle,” “Changemakers Club,” or “Impact Insiders”).
3) Tell a story of consistency: Let donors know what their $10/month is doing every month.
4) Celebrate your subscribers: Send exclusive updates, sneak peeks, or little love notes to show they're more than just a transaction.
Who’s most likely to say yes to monthly giving?
Not all donors are created equal — and when it comes to subscription giving, some audiences are more ready to hit “subscribe” than others. Here's who to start with:
1) Your small but mighty one-time donors: These are the folks giving $25–$100 once a year.
2) Lapsed donors: Reintroduce them to your work with a low-barrier, consistent way to reengage.
3) Event attendees & peer-to-peer givers: Post-event follow-ups are prime time to introduce a “Join our Monthly Giving Circle” ask.
4) Millennial and Gen Z donors: Digital natives love the convenience, budget-friendly nature, and impact-per-dollar clarity.
How much should you ask for?
Your suggested amounts matter more than you think — they should feel doable, yet impactful.
The sweet spot for most organizations is $10–$50/month. We recommend offering 3–4 tiers, like:
- $10/month — Covers school supplies for one child
- $25/month — Delivers fresh food to a family of four
- $50/month — Supports trauma counseling for a survivor
Pro tip: Anchor your tiers with impact-driven language so donors can see the difference they’re making.
Best software to power your monthly giving (and keep it effortless)
The best monthly giving program is only as good as the systems behind it. You want set-it-and-forget-it automation with the ability to write warm, story-driven emails that actually get opened. Here are the top contenders:
Givebutter – The All-in-One Darling
- Super user-friendly with recurring giving built into every campaign.
- Easy-to-build donor segments and email outreach.
- Send branded, personalized emails — even videos — directly from the platform.
- Free to start with optional premium features.
Funraise – Monthly Giving Program Powerhouse
- Designed for recurring giving with branded program options.
- Automated thank-you sequences and impact updates.
- Great dashboards to track lifetime donor value and retention.
Bloomerang – Great for Stewardship Nerds
- Strong donor behavior insights.
- Automated workflows and email tools for quarterly updates.
- Focused on donor retention.
Honorable Mentions:
- Classy: Great for branded, peer-to-peer integrated monthly giving.
- Network for Good (Bonterra): Simplified tools for small teams.
- Donorbox: Lightweight, affordable, and quick to launch.
Monthly giving is giving that lasts. It’s strategic. It’s donor-centric. And in 2025, it’s leading the charge for smart, sustainable nonprofits.
So the question isn’t “Should we start a subscription giving program?” It’s: “What are we waiting for?”
Are you ready to step into the future of fundraising? Let’s do it together!
