How small trusts convert one-time donors into predictable monthly income.
Regular monthly giving turns an unpredictable appeal-driven income into something you can plan around, and small organisations can build one without a large fundraising team.
Ask the people who already gave twice
The best candidates are existing donors who have given more than once, not new prospects. A direct, specific ask to convert a past gift into a monthly amount converts far better than a general campaign, and it costs almost nothing to run.
Make the amount concrete
A monthly figure tied to a tangible outcome, such as what it covers per month for one beneficiary, outperforms an open field. Offer three suggested amounts, with the middle one as the default, and let people set their own if they prefer.
Reduce involuntary churn
A large share of sustainers are lost not by choice but through expired cards and failed payments. Automatic retries, a reminder before card expiry, and an easy self-service way to update details recover most of that quietly.
Report to sustainers differently from one-time donors. They have chosen an ongoing relationship, and an annual update on what the year's giving achieved is the thing that renews it.
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